Publications
Selected LinkedIn posts and articles.
Latest
Data Analytics Bingo 🎯
A lighthearted look at the recurring phrases, metrics, and assumptions that keep resurfacing in analytics conversations — often without enough evidence behind them.
I started freelancing this year and as a newbie, taxes come with quite a few things to figure out.
Freelancing has brought a lot of learning curves — and taxes is one of the more practical, less glamorous ones. A short reflection on what it means to run a small business beyond the actual work.
I've been looking more closely at attribution tools lately.
Attribution is becoming more interesting — and more difficult — as cookies, consent, and platform data become less reliable. A short note on where I think the tooling is heading and where it still falls short.
Analytics Pioneers Recap
A quick recap from my first visit to Analytics Pioneers: a great mix of practical discussions, smart people, and fresh ideas around measurement, data quality, and the analytics ecosystem.
Finding the cause of crawl errors can feel like looking for a needle in a haystack.
Crawl errors are a classic SEO problem: simple to describe, but often messy to diagnose. A note on how hard it can be to isolate the real cause when the signals are fragmented and noisy.
Analytics Pioneers' event teaser
A quick teaser ahead of the Analytics Pioneers event: a lot to learn, plenty of relevant conversations, and a strong reminder that the analytics community is still full of brilliant and practical people.
We can measure AI visibility. But what does “good” actually look like?
AI visibility is increasingly measurable, but the real challenge is deciding what to optimise for. A short reflection on why visibility metrics are useful — and why they still need context.
Unpopular AI opinion
A candid take on where AI is often oversold: it can be genuinely useful, but the hype sometimes hides the operational and strategic realities behind it.
My takeaway from my LinkedIn break in August?
After a short break from posting, I came back with a clearer sense of what actually matters online: less pressure, more intention, and better focus on what is worth sharing.
I will take a summer break from posting on LinkedIn.
A short note about taking a summer break from posting and why it can be useful to step back from constant publishing without losing momentum altogether.
UTMs are great. Just not for everything
UTMs are very useful when you want to understand where website visitors came from. But...
Simple explanations depend on who is listening
I recently gave an interview about tracking and data protection. My interview partner was a student who does not work in this field.