Improve measurement confidence
Strengthen event design, implementation quality and source reconciliation.
Analytics and Marketing Intelligence
Digital Analytics and Marketing Intelligence
Make marketing data easier to trust, interpret and use in real decisions.
Organisations often have extensive tracking and dashboards but inconsistent definitions, incomplete data, fragmented sources and limited confidence about what the numbers justify.
The problem this service area addresses
Organisations often have extensive tracking and dashboards but inconsistent definitions, incomplete data, fragmented sources and limited confidence about what the numbers justify.
DSC starts with the decision and the measurement question. We reconcile objectives, definitions, data collection, implementation, reporting and review so that dashboards and tracking systems support judgement rather than simply produce more metrics.
How the capabilities work together
DSC starts with the decision and the measurement question. We reconcile objectives, definitions, data collection, implementation, reporting and review so that dashboards and tracking systems support judgement rather than simply produce more metrics.
DSC selects the workstreams that the evidence supports rather than treating every engagement as the same package.
Choose the specialist service that fits the decision
Each detailed service has a distinct job. Use the pages below to understand the scope, suitability, deliverables and next step, or begin with a strategic review when the problem crosses several areas.
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Cookie Consent and Controller Setup
Learn moreMake consent choices clearer and ensure tracking behaviour follows the configuration your organisation has approved.
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Looker Studio Dashboards
Learn moreTurn fragmented reporting into a clearer view of the decisions, outcomes and drivers that matter.
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E-commerce Analytics
Learn moreUnderstand how customers move from product discovery to purchase – and where the ecommerce journey loses value.
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Meta Conversions API
Learn moreImprove the resilience and control of Meta conversion data with a properly governed server-side implementation.
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Google Analytics 4 Migration and Remediation
Learn moreMove from an incomplete or legacy analytics setup to a documented GA4 measurement system you can rely on.
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Google Analytics Audit
Learn moreFind out whether your analytics setup is collecting the right data, using consistent definitions and supporting real decisions.
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Google Analytics Strategy and Implementation
Learn moreBuild a GA4 measurement system around the decisions your organisation needs to make.
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Server-side Tracking
Learn moreGain greater control over how measurement data is collected, processed and sent to approved platforms.
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Google Tag Manager
Learn moreCreate a controlled tagging system that supports reliable measurement without turning every change into a development bottleneck.
What this service area is designed to achieve
The right mix depends on the organisation, but the work should create practical improvement in four areas.
Connect metrics to decisions
Build KPI ladders and reports around the questions stakeholders need to answer.
Reduce reporting friction
Create clearer data flows, dashboards, documentation and ownership.
Support responsible interpretation
Separate description, diagnosis and recommendation while keeping uncertainty visible.
Our approach
The service family follows a consistent sequence while the detailed methods adapt to the selected work.
Define the decisions and measures
Clarify the business questions, conversion events, reporting users, metric definitions and governance requirements.
Audit the current measurement estate
Review data collection, tags, consent behaviour, platform configuration, data flows, known gaps and historical constraints.
Design and implement the solution
Configure the agreed measurement architecture with controlled naming, validation rules, permissions and documentation.
Test and reconcile
Verify events, parameters, journeys, consent states and reports against expected behaviour using repeatable QA evidence.
Document, hand over and review
Provide a measurement map, ownership, change controls, reporting guidance and a route for ongoing quality review.
Review Your Measurement Priorities
Describe the outcome, audience and current constraints. We will help determine which part of analytics and marketing intelligence should come first.
Relevant client work
Relevant client work showing how this service area has been applied in practice.
Strengthening analytics and reporting for a complex professional-services organisation
An ongoing analytics engagement focused on data integrity, tracking, dashboard evolution and turning multi-channel performance data into clearer decision support.
Building an integrated digital growth model for a private second-level school
A joined-up programme spanning research and strategy, search visibility, paid acquisition, analytics and digital experience to strengthen the school's recruitment journey.
Building an integrated digital growth programme for a complex property proposition
A joined-up engagement combining research, search, paid media, digital experience and analytics to improve how a high-consideration property proposition could attract, inform and convert prospective buyers.
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Lenire
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ONEZERO1
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Musgrave Group
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Neuromod
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RCSI
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National Orthopaedic Hospital Cappagh
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Skylark Control
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SpinLife
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Strata
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SuperValu
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The James Clinic
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TOMRA Food
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Trinity College Dublin
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University College Dublin
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Water Stewardship Ireland
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Castlethorn
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Climate Ready Academy
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Dublin City University
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Dublin Academy
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Goodbody
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Independent College
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Kerry Group
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Kerry Health and Nutrition Institute
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KSN Construction Consultants
Related research and practical guidance
Selected DSC articles connected to analytics and marketing intelligence. Tool- or platform-specific material should be checked against its publication or review date.
Understanding and Leveraging CLV in Marketing
Customer lifetime value estimates the economic value a customer or segment may generate over a defined relationship horizon. It can improve acquisition, retention and service decisions when the revenue, margin, retention, discounting and cost assumptions are explicit; it should not be treated as an exact fact about an individual customer.
Benefit Of Predictive Analytics
Predictive analytics uses historical and current data to estimate likely future outcomes, such as demand, churn or response. It can support prioritisation and scenario planning, but its value depends on data quality, a stable enough context, clear definitions, suitable validation and decision owners who understand that predictions are probabilities rather than facts.
GA4 in 2026: Capabilities, Limits and Measurement Priorities
GA4 is now the standard Google Analytics platform, but value does not come from enabling every feature. Organisations should prioritise a clear measurement plan, governed events and key events, consent-aware collection, dependable campaign tagging, BigQuery or export strategy where justified, reconciled definitions and reporting that supports real decisions.