Hastings Direct

Head of digital analytics

Conversion works london ltd

Providing business guidance to some of the world's greatest brands.

Providing expertise in...
- Digital marketing strategy
- Digital Analytics systems integration 
- Digital Optimisation process
- Agile development
- Customer insights

Managing Director

AVP Digital Analytics & Optimisation capability lead

Trainline

Head of Analytics

Analytic's & Optimsation  Consultant

Rufus Leonard

Leading analytics, optimisation and digital strategies.

Strategy Director

Accenture Interactive

Manager Analytics, Business Intelligence and Optimisation

Expedia, Inc. & Hotels.com

Senior Web Analytics Manager

ais London

Web Analytic's and Data Analyst

Razorfish

Campaign Analyst & Ad Operations Executive

2 decades of digital transformation with data, analytics & experimentation

Experienced managing data and analytics teams to deliver business optimisation value.

Experience in:
- Data management
- Digital analytics implementation & Management
- Marketing analytics
- Martech integration
- Website optimisation

Oliver Paton

holisticanalytics.ie

Holistic Analytics is my international consulting business, a vehicle for working directly with clients on analytics and optimisation programs, and also for collaborating with agencies and consultancies on Analytics & Optimisation, Data Strategy and Digital Transformation initiatives. 

Holistic Analytics has worked with multiple enterprise clients on complex analytics implementations including FTI Consulting, Empirical Path Consulting, Each & Other Consulting, Sittercity, Central Bank of Ireland, Environmental Protection Agency of Ireland, Axa Insurance, Vodafone, Goodyear Tyres (EMEA) and Trinity College. 

As well as taking on Advanced Analytics projects with large enterprises and government bodies, Holistic Analytics assisted numerous start-ups (discounted rates) with their technology stack and growth, and takes on pro-bono work with large NGOs and grass roots charities with all aspects of Digital.

FTI Consulting

Having initially been engaged on a short term basis during the formation of FTI's Digital Science practice, I enjoyed this role and remained working part-time following the launch of the Digital Science practice across a number of offerings, including Data Science, Data Strategy, Digital Analytics, Marketing Analytics, Robotic Process Automation and Digital Transformation. 

My role included consulting service design, architecting solutions across Migration, ETL, Data Visualisation and Digital Analytics projects. I also worked extensively with our tender team to select, advise and write government tender responses and acted as PM/Solution Architect on the resultant projects.

My clients included financial services (Bank of Ireland, Medical Defence Union) as well as large E-commerce sites.

Director

The European DatSci & AI Awards

I was delighted to be invited to join a panel of four judges in the award category 'Best Application of AI' at the European Data Science Awards. This category places a strong focus on business results driven by AI and Machine Learning and we received high quality entries from across Europe.

Judge

Sittercity

This role involved a complete review of analytical capabilities, including processes, technologies and configuration of Web & App Analytics and Testing tools.

The objective was to inform the business by ensuring the necessary data is available to support decision-making, including facilitating complex attribution analysis for marketing spend, and making on-site behavioural data available with a view to optimizing multiple metrics e.g. revenue, subscribers, life time value, free trial pool, holistically, through a rigorous A/B testing program.

In Sitter City I worked with a fantastic business team and I gained experience in measuring and testing in a marketplace and growing a freemium SaaS business in a highly competitive market. During my time with Sittercity we evolved from a subscription only marketplace to offering pre-screened babysitters on-demand, and so I also have experience with measuring and testing behavior, pricing etc. in an on-demand transactional marketplace.

Digital Analytics Manager

Dell

Among other responsibilities, I was the Global Centre of Excellence for Capabilities & Tracking for the CSMB Online Analytics & Testing team. I was responsible for prioritizing needs, developing business cases, designing solutions and working across multiple functions to deploy new tracking globally.

A core part of the role for all Regional Analytics Managers was managing a testing roadmap of 25 tests per quarter, from evidence-based issue identification to redesign, test set up, test analysis, implementation and results triangulation. Seven figure measured site revenue upside signed off in 2011.

As well as optimization targets, as one of nine Regional Analytics Managers across the globe, I managed both ‘run the business’ reports and ‘change the business’ deep dive analysis requests. This involved designing solutions, managing a team of analysts based in India and communicating insight.

In Dell, I worked with the best Analytics and Testing professionals I have ever encountered under a very strong leadership team.

Senior Online Analytics Manager EMEA SMB / UKI CSMB

Each&Other

My role, as Web Analytics Practice Lead in this Usability and Design consultancy included devising and implementing online measurement strategies for diverse clients with a view to deriving actionable commercial insights, and managing the resultant projects to a positive ROI.

Responsibilities included devising, measuring, analyzing and reporting on transactional and strategic Website KPIs to on-line teams, business units and at board level.

Popular services we offered included Funnel Optimization, Call Deflection, Data Warehouse integrations, Usability Assessments and providing insight for Web Design, Product Development, Supply Chain Management, Customer Relationship Management and Online Marketing strategies for clients including Vodafone, PTSB, IDA, Enterprise Ireland.

My role included building in-house Analytics teams and embedding the required skills and processes.

Speaking engagements included the Dublin Web Summit 2009, Search Marketing World 2009, the Human Computer Interaction Conference 2009 and the Future of Web Design 2010 in London.

In IQ Content I worked with world class UX and Interaction designers,

Web Analytics Practice Lead

Hibernian Aviva Insurance

I was employed as a software developer in a business support role, I spent time developing applications for EDI, On-line, Call Centre Workflows and wrote ETL code for the first Data Warehouse project. I gained experience in all aspects of the Systems Development Life Cycle, people, Project and Product Management, particularly in the context of a technical position in a business support role.

Software Developer

I work on advanced Analytics & Optimisation implementations, and with companies who want to become advanced quickly.  

I work primarily with business performance, product/marketing analytics, customer and digital analytics data, both aggregated data tools (Google Analytics incl. GA4/Adobe Analytics) and raw Clickstream data in SQL/Cloud Databases/Power BI.  Experienced modelling data for recommenders/next best action.

Deliverables:
- a single view of the customer across apps, mobile web and web (Visitor Stitching)
- multiple attribution models for marketing spend (First/Last Touch, Participation, Custom)
- pagenaming conventions reflecting site topology to facilitate complex pathing analysis 
- conversion funnels, with trended funnel step conversion rates
- reporting, run the business/change the business analysis
- a testing tool for serving a/b tests and personalised experiences 

I have run hundreds of A/B tests generating millions of dollars in upside for my clients. I approach testing in a process-driven scientific manner with highly developed guidelines for measuring success.

I am experienced mapping Analytics/Optimisation capabilities against relevant maturity models. I define, rollout and embed target operating models, including defining and implementing technology stacks, data pipelines and reports. I conduct Gap Analysis and Training Needs Assessments and advise on how to best structure Analytics & Optimisation functions. I build teams and advise on Enterprise Data Strategy, Data Governance, Data Quality, Privacy, Compliance and Change Management.

I am an advocate for privacy by design, with expertise in Cookie Consent Management, GDPR and CCPA. 

I am highly experienced in E-commerce, Marketplaces, Enterprise, Public Sector and SaaS businesses. 

I volunteer with Techfugees.

I founded the Irish Red Cross Register of Pledges. In 2022, 6000+ Ukrainians were housed in homes pledged on the platform, administered by Dept of Children, Equality, Disability, Integration & Youth. Between 2016-2022 The Red Cross Migration Team provided 300+ Syrian, Iraqi and Afghan refugees with Intensive Case Management including housing from the Register of Pledges and extensive wrap-around supports.
www.redcross.ie/pledge

I serve on the Comhlámh Board of Directors, and I am an active member of the Comhlámh Ireland Says Welcome Group. 

I am a founding committee member/treasurer of Dublin 8 Refugee Community Sponsorship, co-founder of Dublin City of Sanctuary Business & Enterprise program and I am a founding committee member of End Of Life Ireland.

taplio

The Battle

Oliver Paton

Niamh Phelan

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