Analytics Agency — United Kingdom & Nigeria
If you can't measure it,
you can't grow it.
We help ambitious businesses understand their customers, prove what's working, and stop wasting money on guesswork. Wherever you operate, we turn your data into your biggest competitive advantage.
The Problem
Most businesses are flying blind
You're spending money on ads, building a website, posting on social media — but do you actually know what's driving results? Without proper measurement, every marketing pound is a gamble.
Wasted Budget
Businesses waste an average of 26% of their marketing budget on channels and campaigns that don't work — simply because they aren't measuring properly.
Invisible Customers
If you don't know how people find you, what they do on your site, and why they leave — you're losing customers you'll never even know about.
Gut-Feel Decisions
Without data, decisions are based on opinion. The loudest voice in the room wins — not the smartest strategy. That's a risk your business can't afford.
There's a better way.
We set up the systems that let you see exactly what's happening in your business — so every decision is backed by evidence, not guesswork.
See How We HelpThe Measurement Journey
From raw data to real business growth
Measurement isn't just about installing a tracking tool. It's a deliberate, step-by-step process that turns what happens on your website and app into the insights that drive revenue. Here's how it works.
Plan Your Measurement
Before a single line of tracking code is written, you need a measurement plan. This is the blueprint that defines what to track, why you're tracking it, and how it connects to your business goals.
Without a plan, you end up with messy, incomplete data that nobody trusts — and nobody uses.
Web & Mobile — Different Channels, One Strategy
Your customers don't live on just one platform. They browse on their phone, research on their laptop, and convert on a tablet. A systematic measurement plan captures the full picture across websites, mobile apps, and every touchpoint in between — so you're not making decisions based on half the story.
What Gets Planned
- Which user actions matter most (clicks, sign-ups, purchases, video views)
- How events should be named and structured consistently
- What data needs to be captured with each event (product name, value, category)
- Where data flows — from your site or app into analytics, marketing tools, and data warehouses
Capture the Right Data
Once the plan is in place, we implement tracking across your web and mobile properties using tools like Google Analytics 4, Google Tag Manager, Adobe Analytics, and mobile SDKs. Every button click, page view, form submission, and purchase is captured cleanly and consistently.
Translate Data into KPIs
Raw data on its own is just noise. The real value comes when you translate it into Key Performance Indicators (KPIs) — the handful of numbers that tell you whether your business is winning or losing.
What percentage of visitors actually do what you want them to do?
How much does it cost to win a new customer through each channel?
How much is each customer worth to your business over time?
Are users engaging meaningfully, or bouncing after 5 seconds?
These KPIs turn into actionable insights: "Our mobile app converts 3x better than our website — let's invest more in the app experience" or "Customers from organic search spend 40% more — let's double down on SEO." This is how data becomes a decision-making tool, not a dashboard that collects dust.
Power Personalisation & Marketing
Here's where measurement becomes truly powerful. The data you've carefully planned and captured doesn't just sit in a report — it fuels your marketing engine.
Personalisation
When you know what a customer has looked at, what they've bought before, and what stage of the journey they're in, you can show them exactly the right message at the right time. A first-time visitor sees an introduction. A returning customer sees a tailored offer. This isn't magic — it's measurement, done properly.
Smarter Marketing Spend
With clean data flowing from your measurement framework, your marketing platforms (Google Ads, Meta, email tools) can build audiences based on real behaviour — not guesswork. You stop wasting money showing ads to people who've already bought, and start investing in the channels that actually convert.
Attribution & Mobile Measurement Partners
If you run a mobile app or invest in paid advertising, you need to know which campaigns are actually driving installs and revenue. This is where Mobile Measurement Partners (MMPs) come in.
How Your Data Feeds MMPs
The measurement framework you built in stages 1-3 feeds directly into your MMP. When a user installs your app and makes a purchase, the MMP traces that journey back to the ad they clicked — giving you accurate return on ad spend (ROAS) across every channel.
Better Targeting, Less Waste
MMPs use your event data to build lookalike audiences (finding new people who behave like your best customers), run retargeting campaigns (bringing back users who didn't convert), and suppress audiences (stopping ads to people who've already purchased). Every pound of ad spend works harder.
Not sure where you are on this journey?
Most businesses we work with are stuck somewhere between stages 1 and 3. That's completely normal — and exactly where we come in. We'll assess where you are today and build a clear roadmap to get you to where the data is actually working for your business.
Book Your Free AssessmentWhat We Do
Services built to grow your business
Whether you're a startup trying to find product-market fit or an established brand optimising for scale, we have the expertise to make measurement your superpower.
Search Engine Optimisation (SEO)
Get found by the people who are already searching for what you offer. We audit your website, research the right keywords, and optimise your content so Google puts you in front of the right audience.
- Technical SEO Audits
- Keyword Research & Strategy
- On-Page Optimisation
- Competitor Analysis
- Monthly Performance Reporting
Analytics & Measurement
Know exactly how customers find you, what they do on your website, and what makes them buy. We set up world-class tracking so you never have to guess again.
- Google Analytics 4 Setup & Configuration
- Google Tag Manager Implementation
- Conversion Tracking & Goal Setup
- Custom Dashboard Creation (Looker Studio)
- Measurement Framework Development
Data Governance & Compliance
Protect your business from data breaches, regulatory fines, and compliance headaches. We build the frameworks that keep your data clean, safe, and legal. As an ICO-registered organisation, we practise what we preach.
- GDPR & Data Privacy Compliance
- Enterprise Governance Frameworks
- Data Quality Standards & Monitoring
- Regulatory Compliance (FCA, CCPA, HIPAA)
- Governance Maturity Assessments
Marketing Technology
Your marketing tools should work together seamlessly. We integrate, configure, and optimise your marketing technology stack so your team can focus on what matters — growth.
- Adobe Experience Cloud Implementation
- Tag Management (Tealium, GTM)
- A/B Testing & Personalisation
- Customer Data Platforms
- Marketing Automation
Data Strategy & Consulting
Not sure where to start? We help you build a data strategy that aligns with your business goals — turning information into a competitive advantage you can actually use.
- Data Strategy Roadmaps
- Measurement Framework Workshops
- Vendor Evaluation & Selection
- Team Training & Data Literacy
- Cloud Architecture Advisory
Dashboards & Reporting
Stop drowning in spreadsheets. We create beautiful, easy-to-understand dashboards that show you what matters — updated in real time, accessible to everyone on your team.
- Looker Studio Dashboards
- Power BI & Tableau Reporting
- Automated Monthly Reports
- Executive KPI Dashboards
- Campaign Performance Views
AI-Powered Data Products
Your data is valuable.
AI makes it transformational.
The businesses that win in the next decade won't just collect data — they'll build intelligent products on top of it. We help companies turn their existing data assets into AI-powered tools that automate decisions, surface insights, and create entirely new value for their teams and customers.
Whether it's an internal tool that answers questions from your data in plain English, a customer-facing recommendation engine, or an automated compliance checker — we design, build, and ship data products that solve real business problems.
Data products we build for businesses like yours
Every business has unique data and unique problems. Here are some of the ways we help companies put AI to work on their specific challenges.
Conversational Data Assistants
Imagine your team asking questions like "What were our top-performing campaigns last quarter?" and getting instant, accurate answers — in plain English. We build AI assistants that sit on top of your data warehouse and let anyone in your business query data without writing SQL.
Customer Intelligence Engines
We build products that analyse your customer data to predict churn, identify upsell opportunities, and segment audiences automatically. Your sales and marketing teams get AI-generated recommendations on who to target, when, and with what message.
Automated Reporting & Narratives
Instead of someone spending hours building a weekly report, we create AI-powered systems that automatically generate written summaries of your data — highlighting what changed, what matters, and what action to take. Your team gets insights delivered, not dashboards to decipher.
Compliance & Governance Automation
AI can continuously monitor your data for privacy violations, quality issues, and regulatory risks — flagging problems before they become fines. We build automated governance products that keep you compliant with GDPR, CCPA, and the EU AI Act without the manual overhead.
Content & Personalisation Engines
We build products that use your customer data and LLMs together to generate personalised content at scale — product descriptions, email copy, landing pages, and recommendations tailored to each user segment. The right message, for the right person, generated in seconds.
Custom AI Integrations
Already using tools like Salesforce, HubSpot, or Slack? We build AI layers that plug into your existing stack — enriching your CRM with predictive scores, automating ticket classification, or summarising customer feedback at scale. No rip-and-replace required.
Our approach: no vendor lock-in, no black boxes
We don't tie you to a single AI provider. We evaluate which model is best for your specific use case — sometimes that's Claude for nuanced analysis, GPT-4 for generation, or Gemini for multimodal tasks. You get the best tool for the job, not whatever's trending.
We build with privacy-first architecture. Your sensitive business data is never used to train third-party models. We use secure API connections, local deployments where needed, and ensure every product meets your compliance requirements.
We don't build flashy prototypes that fall apart in production. Every data product we deliver is tested, documented, and designed to run reliably at scale — with monitoring, error handling, and clear handover to your team.
Our Process
Simple, transparent, results-driven
We don't believe in jargon or black boxes. Here's exactly how we work with every client.
Discovery & Workshop
We start by understanding your business, your goals, and what success looks like for you. No technical jargon — just an honest conversation about where you are and where you want to be.
Week 1Audit & Research
We look under the hood — auditing your current setup, researching your market, and identifying quick wins alongside longer-term opportunities.
Weeks 1-2Build & Implement
We set up your tracking, configure your tools, and build your dashboards. Everything is tested rigorously before going live.
Weeks 2-4Handover & Training
We walk your team through everything we've built, train them to use the dashboards, and make sure you're confident before we step back.
Weeks 4-6Ongoing Support
Need us to stick around? Our monthly retainers keep your analytics sharp, your SEO climbing, and your data clean — so you can focus on running your business.
OngoingOur Product
EventParity
AI-powered data governance, built for the modern business.
As regulations like GDPR and the EU AI Act get stricter, businesses need smarter ways to stay compliant. EventParity is our platform that automates compliance monitoring, validates your data quality in real time, and gives you complete audit trails — without the manual headache.
- Automated GDPR, CCPA & EU AI Act compliance
- Real-time data quality validation
- Field-level audit trails
- AI-powered validation (Claude, OpenAI, Gemini)
- Intelligent data discovery & documentation
Where We Operate
Two markets, one mission
We understand the unique challenges of doing business in both the United Kingdom and Nigeria. Our dual presence means we bring global best practices with local market knowledge.
United Kingdom
Based in London, we serve businesses across England, Scotland, Wales, and Northern Ireland. Our UK expertise spans financial services, media, aviation, and technology — with deep knowledge of FCA, ICO, and GDPR compliance requirements.
- Enterprise analytics for regulated industries
- GDPR & FCA compliance consulting
- MarTech implementation & optimisation
- A/B testing & personalisation at scale
Nigeria
Africa's largest economy is growing fast — and so is the need for data-driven decision making. We help Nigerian businesses and international companies operating in West Africa build the analytics foundations for sustainable growth.
- Digital analytics for growing businesses
- SEO & search visibility for local markets
- Data strategy for scaling companies
- NDPR compliance support
Industries We Serve
Experience across sectors that matter
"What gets measured gets managed — and what gets managed gets improved. We exist to give businesses the clarity they need to make smarter decisions, faster."Toye Apampa Founder, Metaheuristic
Let's Talk
Ready to stop guessing and start growing?
Book a free, no-obligation consultation. We'll discuss your business goals, look at where you are today, and show you exactly how measurement can unlock your next phase of growth.