Littledata

Our mission is to make it ridiculously easy for DTC brands to connect marketing channels with customer data to accelerate growth.

Founder & CEO

LITTLEDATA CONSULTING LIMITED

Analytics consulting and Google Tag Management setup for DTC brands

Founder

Self Employed

Working with small businesses to bring new software products to market.  Especially interested in education, charity and financial sectors.

Digital Product Development & Management

Teachable.net

Teachable.net aims to become the leading source of curriculum support resources for use on whiteboards or other educational devices by teachers

Founder and CEO

Macmillan Education

Contract product manager, responsible for managing a team of 8 developers, QA and designer to launch EnglishUp in the Brazilian market (as part of Digital Education group).
Projects included payment integration (for Brazil and international), tuning Mixpanel and Google Analytics, and continuous user testing.

Senior Product Manager, EnglishUp

AMR International

Specialising in business growth and commercial due diligence for private equity and corporate clients.  Typical projects required interviews with senior executives, financial data analysis and planning and writing focussed presentations

Freelance Strategy consultant

Skillcapital

•	Responsible for managing financial-led research, data analysis and client feedback on many pre-transaction due-diligence, market research and recruitment projects across all sectors.
•	Market research / business development projects included managing a contact programme of Chairman and CEOs across the media, consumer goods, leisure and telecoms industries.

Associate

Accenture

Strategy Analyst

Get 2x performance from Klaviyo flows | Revenue tracking for Shopify brands | Founder and CEO @ Littledata

Edward founded Littledata to make it ridiculously easy to connect sales, marketing and customer data. Top DTC brands around the world trust Littledata’s smart connections for accurate ecommerce analytics. Since launching our first Shopify app in 2017, Littledata has empowered thousands of data-driven brands to make better decisions to accelerate growth.

Edward started Littledata after experiencing first-hand the pain of getting accurate ecommerce data as an advisor for MADE.com and JD Williams group.  Before that he founded Teachable.net, a marketplace for teachers to share digital education resources.

He graduated in Psychology and Philosophy from Magdalen College, Oxford and after working for Accenture, the UK Government Digital Service and others he's always been fascinated by how technology can improve how we think and live.

Edward lives in Berkshire and works in London, and when not at a laptop can be found cycling, walking, skiing, or shooting.

Some parents look horrified when I say I’m taking my kids on a business trip.

Long-haul with a two-year-old isn't for the faint-hearted, but we love to travel as a family. 

I’m lucky that Littledata gives me the flexibility to combine work and family adventures. 

Today I'm heading to New York for the first leg of our Shopify Agency Roadshow, meeting many of the partners who've recommended Littledata to their clients. 

Then we continue: 
📅 Oct 16 - New York
📅 Oct 21 - San Diego
📅 Oct 24 - Los Angeles
📅 Nov 3 - Austin

(Still a few places if you'd like to meet up 😁)

Between meetings, we'll squeeze in a few family firsts, from the Statue of Liberty to Disney World. 

I love combining work and pleasure, and cross fingers the children enjoy it too.

Edward Upton

Founder and CEO @ Littledata | Server-side tracking for Shopify

No alternative text description for this image

Yesterday we kicked off Littledata’s US Agency Roadshow in New York! 🗽

After a hands-on pasta-making class, we sat down over a glass of wine to talk about how first-party data and unified customer journeys are shaping the next wave of ecommerce growth.

I shared how Littledata’s upcoming updates, including:
✅ Event Customizer
✅ Deeper Shopify Integration
will help brands take full advantage of their data, without the complexity of a CDP.

You may recognise a familiar face in the photos… thrilled to welcome Victoria Locking to the Littledata team as our new Agency Partner Manager, based in the UK, helping us deepen agency relationships.

Huge thanks to everyone who joined us for an enjoyable lunch in NYC.
Eric Lituchy Alison Bichko Marc Schwartzberg Alexandra Plosch, MBA Daria Rose Luis Espinal 

Next up: LA (Oct 24) → Austin (Nov 3).

Let's roll!

Don't force a customer to your DTC site for a $10 deodorant.

They buy it on Amazon because it is convenient.

And, if you still think Amazon:
😶 crushes your profits
😶 hides your customer data

That is old school thinking.

Oliver Spark, CEO of Sweet Analytics says it best: "If your customers want to be on Amazon, meet them there."

Otherwise, your competitor will.

Well, you might take a margin hit on the first Amazon purchase but you acquire a low-CAC repeat buyer.

Here's how you can manage the crossover:

✅️ Intent-based mapping:

 - Amazon: Focus on low-AOV, high-convenience, replenishment items (single units, refills)

 - DTC Site: Focus on high-AOV, bundles, new product drops, and brand-building items.

✅️ Use Amazon for acquisition

Run a crossover analysis (like postcode mapping) to see if Amazon buyers are net new to your brand ecosystem. Spoiler: they often are.

✅️ Use native tools

Stop treating Subscribe & Save as a margin leak; it’s your LTV engine in disguise.

Amazon doesn’t have to be the enemy of your DTC strategy. It can be your lowest-CAC channel if you let it.

Do you see Amazon as a necessary evil or a smart acquisition play?

Watch Oliver and I unpack this here: https://lnkd.in/e8X2YJg8

Sunshine. The great energizer. 🌞

Do you suffer from the winter blues in the UK? I do.

It’s not full blown Seasonally Affected Disorder (SAD), but as the sunshine levels dip in October I start dreading the long winter months to come.

In my 20s I suffered through the winter with colds, flu and auto-immune problems.

It’s like my immune system ran on sunshine and packed up when the sun set.

But in my late 30s then I discovered a simple cure.

Go somewhere sunny for a few weeks over the winter!

Top up the sunshine levels. 

I love living in England from April through to September, and I don’t mind the cold, but escaping the long grey months makes me a happier more productive person.

So that's another reason to come to Southern California, to be more productive and motivated than ever.

And that’ll be enough to keep me - and my wife and children - going through until February when I’ll get another top up.

Of course, I’m so lucky to have a company that I can run from anywhere, and a family that love travelling with me, but if you get the winter blues too, I can’t recommend the treatment more highly.

Get out and enjoy more sunshine!

Photo credit: William Upton (aged 6)

Is the golden era of agency growth officially over?

In the last few weeks, I’ve spoken to a dozen agency founders. 

Every one of them said their margins are getting squeezed. Not from one issue, but three converging pressures.

1️⃣ Rising salaries. Developer and strategist pay hasn’t fallen, even as client budgets tighten. The 2021 hiring frenzy is over, but top talent still commands a premium. Your margins are shrinking even when your rates hold steady.

2️⃣ AI pressure. “Can’t you just automate that?” It’s the question brands are asking every day. The expectation is that AI should drastically cut delivery costs. The reality: AI is an efficiency layer, not a human replacement. The gap between expectation and capability is widening fast.

3️⃣ The Shopify pipeline squeeze. The easy migration leads from 2020–2023 have dried up. Enterprise brands still move, but only with big, full-service partners. The mid-market? Saturated and price-sensitive. Everyone’s chasing smaller retainers, harder to defend.

The truth is simple: the old agency model is broken.

To survive this next cycle, agencies need to stop selling commodity services and start building differentiated, defensible value around something others can’t replicate: unique data.

That’s where Littledata comes in. Our Event Customizer gives agencies exclusive access to Shopify’s most accurate data layer enabling smarter reporting, cleaner attribution, and more valuable client insights.

This is how you move from vendor to growth partner.

If you’re an agency founder ready to build a new, data-driven revenue stream this quarter, comment DATA below and I’ll send you the partnership brief.

Photo credit: William Upton, (aged 6)

There's no setup fees for Littledata - when we say 'free trial', we mean it 😀 

I'm surprised some of our competitors charge for:
- Checking the server-side tracking works
- Mapping customer IDs
- Tagging standard on-site events

All in the name of driving 'Professional Services' revenue 👀 

If you have to hire a consultant or pay for extra hours of support just to get your basic event tracking and ID mapping working, there is something fundamentally wrong with the software.

Shouldn't this be included by design? 🤷‍♂️

And then, ignoring the setup fees, they claim a 3X ROI using their product! (Link in comments to read more)

At Littledata, we believe that great software should:
✔️ Work out of the box
✔️ Have a truly free trial
✔️ Be maintenance-free
✔️ Enable you to focus on your business growth

It really is just 10 minutes to click and connect your marketing destinations.

The real value of your data lies in the insights you gain, not the complexity of the initial setup.

As a buyer, ask yourself: "Are we going to get the results we need without paying for setup?"

What our children miss from England: our dog.

What they don’t miss: the rain, coughs and colds, spending all the daylight hours in school, or mummy and daddy being tired and stressed.

This weekend was a reset.
Surfing in Cardiff-on-Sea, Southern California, more white sand than the original Cardiff, and far fewer signs in Welsh. 🏴󠁧󠁢󠁷󠁬󠁳󠁿

We all arrived here coughing and run down. A few days of sunshine, sea air and slower mornings, and everyone’s healthier and happier.

It’s a good reminder that energy is contagious.
When you rest properly, ideas flow more easily. Work feels lighter. Conversations feel sharper.

Excited to see what a few more weeks of sunshine can do for all of us. 😎

Taplio

Edward Upton's Linkedin Analytics

Edward Upton

Performance ScoreEdward Upton's LinkedIn Performance

What is Edward talking about?

Edward Upton's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

Taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Edward Upton's Linkedin Analytics

Edward Upton

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Edward Upton's LinkedIn Performance

What is Edward talking about?

Edward Upton's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Edward Upton's Linkedin Analytics

Performance ScoreEdward Upton's LinkedIn Performance

Edward Upton's Best Posts (last 30 days)