Niamh Phelan's Linkedin Analytics

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.