Web Analytics Consultant | UX Conversion Specialist



Data is my passion. I find the stories in the numbers...

I am a Cape Town based freelance Web Analytics consultant with over 10 years of industry experience.
My services focus on Web Analytics Implementations and Analysis as well as UX Conversion Rate Optimization.
Because its just me, I can be very flexible about the type of services I offer, but these are some of the things I really like to do:

  • Fix broken Web Analytics Implementations so that you can trust the data that you are using
  • Create beautiful and insightful data analysis reports that will teach you to understand and love data
  • Map out clear and functional Google Tag Manager Implementations
  • Train or consult with your in-house team on Google Analytics reporting features and best practice techniques
  • Train your in-house team on Google Tag Manager features and best practice implementation
  • Provide UX advice and run AB tests on my theories to improve your site performance
  • Get involved in vision and strategy, solution architecture and a web analytics framework for your new website (This is the best intense fun!)
  • Advise you on improving site structure, content hierarchy, accessibility, site performance and messaging

Data Analysis

Web Analytics Implementation

Website UX Auditing

Solution Architecture

Google Tag Manager

Google Analytics Training


HTML / Javascript

As a former web developer, I am equipped to edit and debug errors in JavaScript or HTML code, an essential skill for analytics implementations and testing

Google Tag Manager

I can help your website performance and improve your turn around time for tag implementation by the setup and management of Google Tag Manager (new implementation or migration).

Google Analytics

I have over 7 years of experience with this tool both with implementation and analysis work. I keep up to date on all the latest reporting and code implementation requirements.

Data Analysis and Reporting

A data analysis report ranges from key metrics highlighting insights in a dashboard or a full website review incorporating various other analytical tools such as heatmaps, scrollmaps, accessibility testers and more.


  • Jan, 2015 - Present

    Web Analytics Consultant


  • Jan, 2006 - Nov, 2006

    Computer Literacy Tutor

    University of Cape Town

  • Jan, 2007 - Nov, 2007

    Trainee Planner


  • Apr, 2008 - Apr, 2009

    Web Developer


  • Apr, 2009 - Aug, 2011

    Technical & Analytics Manager


  • Jul, 2011 - Apr, 2013

    Conversion Specialist

    iProspect South Africa

  • Apr, 2013 - Dec, 2013

    Conversion Lead

    iProspect South Africa

  • Jan, 2014 - May, 2014

    Head of Data & Insights

    iProspect South Africa