Client engagements are confidential, so what follows is described by pattern rather than by name. The organisations behind them include Citigroup, PwC, Marsh McLennan, Tetra Pak, Microsoft, Intel, Lenovo, MARS, Subway and Cox Communications.
A consent management rollout across a global manufacturer's web estate, spanning materially different regulatory regimes. The work covered platform configuration, tag-to-consent mapping, cookie inventory reconciliation against published policy, and — the harder half — redesigning data collection so measurement stayed usable as consent rates settled. Delivered remotely across European hours as principal architect.
Analytics implementation paired with a full Adobe Target programme — A/B, multivariate, experience targeting and Recommendations — integrated with the DMP so segments discovered in analysis could actually be activated. The recurring lesson: personalisation stalls on identity and audience plumbing far more often than on creative.
Unifying CDP, clickstream, ERP and offline sources into a coherent customer data foundation, with a BI and reporting layer on top. Most of the difficulty sits in identity resolution and in reconciling definitions that three departments each believed were standard.
Designing measurement for organisations that could not rely on third-party identifiers — server-side collection, first-party identity strategy, and honest modelling of what is recoverable versus what is genuinely lost. Increasingly the default brief rather than the advanced one.
Thirteen years as a principal and lead architect across global system integrators, specialist consultancies and directly as an independent contractor — the last of which means this is not a first attempt at working outside a staffing structure.
Programmes inside organisations with real governance, security review and stakeholder politics. Technically correct answers that cannot survive that environment are not answers.
Adobe depth alongside Tealium, Treasure Data and Google. Comparison based on how these platforms behave in implementation rather than on how they are marketed.
Years of distributed delivery for European and North American organisations. A working day from India covers the entire UK and EU day, with overnight turnaround for US teams.
Describe it and we will tell you whether we have solved it before — and if we haven't, we will say that too.