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Digital Analytics & Measurement
When you don't trust the tracking, aren't sure whether you're measuring the right things or need to rebuild the foundations properly.
Digital analytics & measurement →
Digital Analytics · Measurement · Experimentation
Turn digital data into decisions you can trust.
I help organisations work out what their data is really telling them, what they can trust and what they should do next.
From measurement and analytics through to insight, experimentation and CRO, the aim is simple: better evidence for better decisions.
19+ years' analytics & experimentation experience
£500m+ incremental value
Best Digital Consultancy Leeds 2025 & 2026
Amrdeep Athwal
Consultant · Speaker · Analytics & Experimentation Practitioner
The problem usually isn't a lack of data
Most organisations already have more than enough of it.
You've got dashboards. Reports. KPIs. GA4. Probably more numbers than anyone has time to look at.
The difficult bit is knowing which numbers matter, whether you can trust them and what you should actually do next.
That's the bit I help with.
Strip everything else away
What decision are you trying to make?
Once that's clear, we can work backwards to the evidence you need, how to get it and how much confidence to place in it.
Where I can help
Sometimes the tracking is wrong. Sometimes the problem starts much earlier.
You might need to fix the measurement, understand what the data is telling you or test whether an idea actually works. Often, it's a combination of all three.
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Analytics, Insight & Reporting
When you've got plenty of data and reporting, but not enough clarity about what it means or what somebody should do because of it.
Analytics, insight & reporting →03
Experimentation & CRO
When there are plenty of ideas about what might improve performance but not enough evidence to know which of them actually do.
Experimentation & CRO →
Measurement Trust
Can you trust the numbers you're making decisions with?
Measurement Trust is my approach to answering a deceptively simple question: is your measurement reliable enough to use as evidence? Because a dashboard looking convincing isn't the same thing as the numbers being right.
Find out in a few minutes
How much do you trust your measurement?
The free Measurement Trust Check will help you identify where confidence is justified and where it might be worth looking again.
Take the Measurement Trust Check →
Experience across leading organisations
From global brands and major public-sector organisations to fast-moving digital businesses.
NHS
Eurostar
Rackspace
HMRC
Hitachi Capital
Manchester Airports Group
Home Office
Technogym
Working with Conversions Matter
You get me, not a chain of account managers.
I've spent more than 19 years working across analytics, experimentation and digital performance. When we work together, I'm the person doing the thinking, challenging the assumptions and getting into the detail with your team.
I've probably seen something similar
Years spent across different organisations, teams and problems means we don't have to start every conversation from zero.
I don't sell technology
There isn't a preferred platform or partner waiting at the end of the recommendation.
I'll challenge the question
Sometimes the most useful answer starts by questioning whether we're solving the right problem in the first place.
Your team keeps the knowledge
Good consultancy should leave you more capable, not more dependent on the consultant.
19+
Years' experience
1,000+
Experiments
£500m+
Incremental value
2×
Best Digital Consultancy Leeds
On stage, on air and occasionally on a webinar
Sharing what I've learned along the way.
Some of the lessons from nearly two decades in analytics and experimentation have also found their way onto conference stages, podcasts and webinars.
brightonSEO / MeasureFest
Conversion Hotel
Experimentation Elite
MeasureSummit
MeasureCamp
No Hacks
CRO.CAFE
Experiment Nation
Conversion Hotel 2024
Keynote winner · Predicting Winners
Selected to deliver the keynote at Conversion Hotel.
Speaking, podcasts & appearances →
Responsible AI
AI can speed up the work. It shouldn't replace the judgement.
I created the S.P.I.D.E.R. Framework as a practical way to check whether AI-assisted work is ready to use: Sourced, Private, Inclusive, Disclosed, Evaluated and Reversible.
Explore S.P.I.D.E.R. →
One simple rule
If you can't tick all six, you're not ready to ship.
