Barbara Mackey

My services at MKwise.net:

■ Data strategy & measurement frameworks

Define what to track and how to structure your data to support real business decisions

■ GA4 & digital analytics implementation

Set up and optimise GA4 and tracking systems for accurate, reliable data

■ Data modelling & transformation (BigQuery)

Design and structure data models that turn raw data into meaningful, analysis-ready datasets

■ Looker Studio dashboards & reporting

Build clean, interactive dashboards that make performance easy to understand and act on

■ Marketing & revenue performance analysis

Analyse channels, campaigns, and customer journeys to identify growth opportunities

■ Data integration (GA4, BigQuery, Sheets, CRM, etc.)

Connect multiple data sources into a single, reliable reporting layer

■ Training

Help teams understand their data and confidently use dashboards and reports

I was responsible for shaping the company’s data strategy and translating complex data into actionable insights for the business. I led the implementation of analytics frameworks and reporting solutions, working closely with cross-functional teams to support decision-making across marketing, product, and operations. My role combined hands-on data work with strategic thinking; designing dashboards, improving data quality, and ensuring stakeholders had clear, reliable insights to drive performance and growth.

Since 2018 I have worked as a full or part time freelance doing Data Analysis, A/B testing, Web Analytics implementations and creation of automated dashboards (mainly using Data Studio) for different agencies, such as Salmon or Blue State Digital.