Analytics that answer the business, not the tool.
Objectives → KPIs → metrics
Tracked today? In scope now?
Before a line of tracking code
The problem.
Notino wanted analytics that answered real business questions, not a dashboard of whatever the tools tracked by default. Without a measurement plan, teams drown in metrics that don't map to a decision and quietly miss the ones that do, and every new tracking request becomes an argument about whether it's worth it.
The approach.
I built a structured measurement plan from the top down: start with the business objectives, derive the KPIs that prove each one, break those into measurable metrics and the segments they need, then mark, for every metric, whether it's tracked today and whether implementing it is in scope for this phase. Advanced nice-to-haves like lifetime value get flagged deliberately, so they don't stall the core build.
The outcome.
Notino got an analytics foundation where every metric traces back to a goal, plus a clear, scoped implementation plan for closing the tracking gaps in priority order. Measurement designed around the decisions the business actually makes, not the defaults the tool ships with.
If your analytics measure whatever the tool defaults to, I'll build a measurement plan where every metric ties back to a decision. One slot open for Q3 2026.