Successful Analytics by Brian Clifton

The next step, explaining how to exploit analytics for business success...

Professor Ingemar Cox, University College, London

A must-read for managers and others working directly or indirectly with web analytics.

Peter Munk, LEGO Group

Above all, this book focuses on moving from data and analysis into insight and business value

Ashley Friedlein, Econsultancy

Your opportunity to address the real issue of why your analytics isn’t delivering the results you expected

Stephane Hamel, Cardinal Path

Your opportunity to address the real issue of why your analytics isn’t delivering the results you expected

Stephane Hamel, Cardinal Path

Exceptionally good at explaining the important things. Full of powerful tips invaluable when you communicate at board level

Sofie Westlake, Red Gate Software

I began skimming through this book and got sucked right in!

John Devoy, San Francisco University

I started this book at the beginning of a long haul flight and didn't put it down until I finished it...

Matt Trimmer, iVantage

As an experienced consultant myself, I found this a great complement to my training sessions

Doug Hall, Conversionworks

Generic filters

Data should create confidence — not confusion

I help organisations turn analytics, privacy, and digital measurement into a strategic advantage.

With more than two decades at the forefront of the industry — including leading the Web Analytics Team for Europe at Google — I advise ambitious businesses on how to grow responsibly through better data.

[Work with Brian] [Read Insights]

From Chapter 6 of the book Successful Analytics

“Deep dive into data”

Brian Clifton

Trusted By Leaders Who Need Clarity

Boards. CMOs. Privacy teams. Digital leaders. Growth-focused organisations navigating increasing complexity. When decisions involve risk, investment, compliance, or transformation, independent expertise matters.

I combine deep technical expertise with commercial pragmatism — translating complexity into clear action.

Around 2008, a great friend and mentor said to me: “Advanced web metrics is about doing the basics very well and applying it in a clever way“. It has influenced my approach ever since. I still refer to it whenever I feel myself getting carried away with a shiny new feature.

What I Advise On

Analytics Strategy — Design measurement frameworks that align data with commercial goals, executive reporting, and decision-making.

Privacy & Trust — Navigate GDPR, consent, governance, and modern data collection without undermining insight.

GA4 & Modern Measurement — Move beyond implementation checklists to a scalable measurement model that actually works.

Executive Advisory — Independent guidance for leadership teams evaluating vendors, internal capability, or strategic direction.

About Brian Clifton

Brian Clifton is a recognised authority in digital analytics and privacy-led measurement.

Former Head of Web Analytics, Europe at Google, he is also the author of multiple bestselling books on analytics used by professionals around the world. Today he advises organisations seeking a more intelligent, sustainable approach to data.

Recent Thinking – Insights on analytics strategy, privacy regulation, GA4, governance, and the future of measurement. [Visit the blog]

Speaking & Advisory

In an era of noisy data and rising scrutiny, trusted judgement is a competitive advantage.

Available for selected consulting engagements, executive workshops, advisory retainers, and keynote speaking.