Data collection is a lot like making a perfect pot of Tasmanian tea—carefully selecting the right leaves, steeping them just long enough, and ultimately bringing all the ingredients together for something truly refreshing. When I first started diving into data collection and analytics 14 years ago, it was all about understanding how people interacted with websites and marketing channels, and, to be honest, the tools were fairly basic.

Not to date myself too much, but when I started in web analytics, we still had to pore over server logs from time to time to get insights into website traffic; we are talking about the early days of the proliferation of what we now call Google Analytics ‘Classic’. Fast forward to today, and the challenge has shifted—not so much about getting data, but about figuring out how to make sense of the overwhelming amount we have.

Over the past decade, I’ve been navigating this journey, working across a variety of tools and platforms. Initially, it was about designing and implementing data collection systems with (what is now part of) Google Marketing Cloud products like Google Tag Manager, Google Analytics, and DoubleClick. Then, it evolved to enriching CRM data with platforms like Zoho, Hubspot, and Salesforce—always striving to bring the fullest context to the data we use to make decisions.

Whether it’s anonymized web analytics, CRM insights, or offline interactions, the goal has always been about crafting a seamless flow of information that makes sense for everyone involved: creating better shopping experiences, more meaningful customer interactions, or more refined marketing approaches.

One key aspect of my work has been making sure this wealth of data becomes genuinely useful. It’s not just about collecting information; it’s about turning it into something that can drive action, and truly driving positive outcomes. Predictive analysis has also become an important tool, using engines that I’ve helped develop to foresee patterns in user behaviour based on what’s happened before.

Compliance has always been a crucial consideration. As a DPO consultant for six years, I’ve guided organizations through the maze of GDPR and other privacy regulations, making sure our data practices are both innovative and responsible. It’s a careful balance—using data effectively while keeping privacy front and center.

Beyond the major platforms, I’ve also worked with other tools like Microsoft Clarity, Hotjar, and AbTasty to dive into the qualitative side of data. Understanding the ‘why’ behind user behaviour has been a powerful way to enrich both user experiences and the processes behind the scenes. Scaling these insights has been fascinating—finding ways to automate heatmap analysis or to turn qualitative insights into concrete actions that guide decisions.

The truth is, Google Analytics has been a constant companion—I check it almost as often as some people check the news. But at the end of the day, it’s not about any one tool. It’s about creating a symphony of data sources that work together, each adding a layer to the overall picture. It’s about enriching CRM data with user interactions, mapping the customer journey across every touchpoint, and making sure all this data actually works for us, delivering insights that are richer, more cohesive, and ultimately more human.