01
Digital Analytics & Measurement
When you don't trust the tracking, aren't sure whether you're measuring the right things or need to rebuild the foundations properly.
Digital analytics & measurement →
Digital Analytics · Measurement · Experimentation
Turn digital data into decisions you can trust.
I help organisations work out what their data is really telling them, what they can trust and what they should do next.
From measurement and analytics through to insight, experimentation and CRO, the aim is simple: better evidence for better decisions.
19+ years in data and analytics · 14 years in experimentation
£500m+ annualised experimental value
Best Digital Consultancy Leeds 2025 & 2026
Amrdeep Athwal
Consultant · Speaker · Analytics & Experimentation Practitioner
The problem usually isn't a lack of data
Most organisations already have more than enough of it.
You've got dashboards. Reports. KPIs. GA4. Probably more numbers than anyone has time to look at.
The difficult bit is knowing which numbers matter, whether you can trust them and what you should actually do next.
That's the bit I help with.
Strip everything else away
What decision are you trying to make?
Once that's clear, we can work backwards to the evidence you need, how to get it and how much confidence to place in it.
Where I can help
Sometimes the tracking is wrong. Sometimes the problem starts much earlier.
You might need to fix the measurement, understand what the data is telling you or test whether an idea actually works. Often, it's a combination of all three.
02
Analytics, Insight & Reporting
When you've got plenty of data and reporting, but not enough clarity about what it means or what somebody should do because of it.
Analytics, insight & reporting →03
Experimentation & CRO
When there are plenty of ideas about what might improve performance but not enough evidence to know which of them actually do.
Experimentation & CRO →
Measurement Trust
Can you trust the numbers you're making decisions with?
Measurement Trust is my approach to answering a deceptively simple question: is your measurement reliable enough to use as evidence? Because a dashboard looking convincing isn't the same thing as the numbers being right.
Find out in a few minutes
How much do you trust your measurement?
The free Measurement Trust Check will help you identify where confidence is justified and where it might be worth looking again.
Take the Measurement Trust Check →
Experience across leading organisations
From global brands and major public-sector organisations to fast-moving digital businesses.
NHS
Eurostar
Rackspace
HMRC
Hitachi Capital
Manchester Airports Group
Home Office
Technogym
Working with Conversions Matter
You get me, not a chain of account managers.
I've spent more than 19 years working across analytics, experimentation and digital performance. When we work together, I'm the person doing the thinking, challenging the assumptions and getting into the detail with your team.
I've probably seen something similar
Years spent across different organisations, teams and problems means we don't have to start every conversation from zero.
I don't sell technology
There isn't a preferred platform or partner waiting at the end of the recommendation.
I'll challenge the question
Sometimes the most useful answer starts by questioning whether we're solving the right problem in the first place.
Your team keeps the knowledge
Good consultancy should leave you more capable, not more dependent on the consultant.
19+
Years in data and analytics
1,000+
Experiments
£500m+
Annualised experimental value
14
Years in experimentation
On stage, on air and occasionally on a webinar
Sharing what I've learned along the way.
Some of the lessons from nearly two decades in analytics and experimentation have also found their way onto conference stages, podcasts and webinars.
brightonSEO / MeasureFest
Conversion Hotel
Experimentation Elite
MeasureSummit
MeasureCamp
No Hacks
CRO.CAFE
Experiment Nation
Conversion Hotel 2024
Keynote winner · Predicting Winners
Selected to deliver the keynote at Conversion Hotel.
Speaking, podcasts & appearances →
Responsible AI
AI can speed up the work. It shouldn't replace the judgement.
I created the S.P.I.D.E.R. Framework as a practical way to check whether AI-assisted work is ready to use: Sourced, Private, Inclusive, Disclosed, Evaluated and Reversible.
Explore S.P.I.D.E.R. →
One simple rule
If you can't tick all six, you're not ready to ship.
Evidence in practice
Results matter. The decisions behind them matter more.
A selection of anonymised engagements, from improving a complex application journey to building an international experimentation programme.
Commercial impact
£50m attributed to a global experimentation programme
How introducing prioritisation, governance and experimental discipline helped turn fragmented activity into a commercially accountable programme.
Read the case study →Online application optimisation
14% higher completion, with ~£20m reported annual value
How behavioural evidence informed a clearer multi-step credit application. The business outcome was assessed after rollout.
Read the case study →Ways to start
A clear starting point, without a long sales process.
Start with a defined Analytics, Behaviour or Conversion review, or agree a project, consultancy day rate or retainer around the problem you need solved.
Analytics: Measurement Trust and diagnostics
Free: 10-point Measurement Trust Check, with an emailed self-assessment result.
£19: Measurement Gap Scorecard, the existing paid follow-on product.
For scoped consultancy: measurement and KPI review, event and parameter validation, conversion QA, prioritised gaps and remediation recommendations. The precise audit deliverables are agreed before commissioning.
Behaviour: Customer-journey investigation
Identify barriers, hesitation and unmet expectations using available funnel evidence, behavioural tools, voice-of-customer material and journey context.
Typical output: evidence-backed opportunities and priorities for further research, design or experimentation.
Fee: Quoted for the agreed pages, journeys and research depth.
Conversion: Landing-page and experimentation review
Free: Landing Page Optimisation Diagnostic, a self-guided review of audience, intent, content, trust, value and action.
Scoped consultancy: evaluation of the journey, hypotheses, prioritisation and an experimentation or improvement plan.
Fee: Quoted to scope; no fixed paid price confirmed.
Recommended by people I have worked with
Evidence from the people, not just the numbers.
Chris Rymer
“He applied his method to our existing CRO processes to probe for opportunities and test with rigour. A strong communicator and great front man for any CRO operation.”
Chris Rymer · Senior UI Developer · LinkedIn recommendation (May 2023)
Dominic Smith
“He has a vast knowledge and his skillsets would drive revenue growth in any business.”
Dominic Smith · Founder, Redleafdigital · LinkedIn recommendation (March 2021)
Evidence behind the headline
What £500m+ annualised value means.
A combined estimate from measured experiment uplifts, rather than a claim of £500m realised in one year.
How is the £500m+ figure calculated?
The £500m+ figure is the sum of annualised incremental commercial values estimated from measured experiment uplifts across engagements. It is not £500m of cumulative realised revenue. The portfolio total has not been adjusted for possible overlap between experiments, performance decay or differences between projected and realised outcomes.
Recognition: Best Digital Consultancy, Leeds, Northern Enterprise Awards 2025 and 2026.
