INTO THE
DIGITAL
JUNGLE.

Measurement design

Define meaningful events, conversions and business outcomes. Map the customer journey and identify which signals are suitable for reporting, optimisation and decision-making.

Data checks & interpretation

Investigate duplicate events, missing coverage, attribution differences and reporting delay. Compare like-for-like periods and distinguish observed movement from a plausible explanation.

Data lakes, warehouses & lakehouses

Bring ad platform, analytics, CRM and sales data together in one place. Choose the right home for it: a data lake for raw files, a warehouse for clean modelled tables, or a lakehouse that does both. Join it up with consistent IDs and definitions so every report starts from the same source of truth. See a live data lake ↗

Dashboards

Build dashboards people actually use: a few decision-ready measures, the right level of detail for each audience, filters that answer real questions and notes on what each number can and cannot tell you. See one built on NZ company data ↗

What the work produces

A measurement plan, an event and conversion audit, a joined-up data model, dashboards with agreed definitions and a clear account of what the data can—and cannot—support.

Workflow design

Break a recurring task into inputs, decisions, checks and outputs. Identify where AI can help with research, drafting or organisation and where human review remains necessary.

Knowledge & reusable tools

Structure reference material so it can be found and reused. Build prompts, templates and small prototypes around a defined job, with explicit assumptions and useful boundaries.

What the work produces

A documented workflow, a reusable template or a working prototype. The Goldmine calculator on this site is one example of making an idea tangible.

Account diagnosis

Review campaign structure, conversion goals, search intent and delivery constraints. Separate a measurement problem from a demand, quality or commercial problem before choosing a change.

Campaign planning & optimisation

Connect keywords, ads and landing pages around the offer. Explore search terms, exclusions, budget allocation, bidding goals and asset coverage with clear reasons for each change.

What the work produces

An account audit, prioritised actions, a measurement checklist and a test plan with a baseline, owner and review criteria.

Campaign & audience planning

Translate a business goal into a campaign brief: offer, audience, geography, desired action and budget. Consider prospecting and remarketing in the context of available data and the buying journey.

Creative & lead quality

Explore distinct creative concepts, hooks, proof and calls to action. Review the path from ad to enquiry or sale, including form friction, qualification and follow-up.

What the work produces

A campaign brief, a creative testing matrix and a reporting approach that distinguishes platform conversions from useful business outcomes.

Message development

Connect a customer need with an appropriate offer, specific benefits, credible proof and a clear next step. Adapt the message to the channel and stage of the buying journey.

Creative testing

Organise meaningful variations in angle, hook, format and call to action. Keep track of what each variation is intended to test, rather than changing words without a hypothesis.

What the work produces

Ad copy options, creative briefs and an organised testing plan. Claims and proof need to be supported by the business before they go into an ad.

Planning the approach

Start with objectives, audience, offer, seasonality and operational capacity. Give each channel a clear role and define how progress will be assessed.

Budget decisions

Compare opportunities using compatible outcome definitions. Consider marginal returns, confidence, constraints and test costs rather than allocating budget solely on headline platform metrics.

What the work produces

A media plan, a budget rationale and a small set of priorities with dependencies, owners and decision dates.

Search visibility

Review how pages are discovered, understood and surfaced in search. Use Search Console to explore queries, landing pages, clicks and visibility changes.

Content direction

Connect search intent to useful page content, clear titles, internal links and a logical site structure. Prioritise opportunities according to relevance, effort and business value.

What the work produces

A practical SEO audit, an opportunity list and content briefs that explain the audience, intent and purpose of each proposed page.

Designing a useful test

State the problem, proposed mechanism and expected outcome. Establish a baseline and identify dependencies, competing changes and the evidence needed for a decision.

Reading the result

Allow for outcome delay and uncertainty. Separate implementation success from performance impact, and avoid turning a small or noisy result into a sweeping conclusion.

What the work produces

A change register, experiment brief and a short decision note: retain, revise, stop or investigate, with the reasoning recorded.