David Hoffmann

Digital Data Analytics, Business Intelligence & Tag Management professional

• Focus on marketing measurement strategies, implementation and product optimisation for web/mobile web/apps
• Speciality in customer journey analysis, UX, UI and conversion funnels
• Delivered analytics strategy and insight for top global brands and Euro fast track companies

Last few years experience

IdealWorld - Shopping Channel [Contract] (Apr 2023 - May 2023) Digital Implementation Analytics

Objective: successful UA >> GA4 Google Analytics migration for Head of Customer Experience Process: implemented DataLayers and tagging direct in Google Tag Manager (GTM), tested in console/debugger

Tools: GTM, GA4 syntax dataLayer pushes, Ecommerce events and user parameters

Output: Tested and documented implementation for stakeholder. GA4 outputting business critical data

HMRC Check your Income Tax - Government Digital Service [Contract] (Jan 2022 - Apr 2023) Digital Data Analytics and Insight

Objective: Provide insight and performance measurement for public service

Process: Measurement framework created on user needs, defining KPIs and measurement criteria. SQL querying for creation of data models for visualisations. Regex for transform of data. Data visualisations created

Tools: Apache Superset, SQL, Google Analytics, Splunk, Data Studio

Output: Dashboard kit of 10+ dashboards for key stakeholders to access. Mapping and funnels of all form journeys, time based event visualisations for form journeys, funnels/navigation summary, page explorer metrics, deskpro comments by page, trended CSAT, Neteasy, Able to do scores to fully understand interaction and satisfaction at each point in the journey.

GIMO [Permanent] (Mar 2020 – Dec 2021)

NetBet, 777, BetFirst gambling Brands in Europe and Global Digital Data Analytics and Insight Manager

Objective: manage GTM and Google Analytics for multi-country brands and provide insight around channel performance, campaign performance and product performance.

Process: consolidated measurement strategy. GA4, Regex based and marketing technology tag implementations. Mitigations for new cookie rules and iOS14 3rd party

Tools: GTM, GA, Data studio, Ahrefs, cookie GDPR tool Didomi consent manage

Output: Reduced container sizes by ~40%. Visualisations and Data Studio reporting dashboard sets for Landing page campaign performance, Ahref competitor keyword performance monitoring dashboards. SEO page speed performance multi-domain comparison dashboard.

GameMaker - Game Engine (yoyogames part of Playtech) [Contract] (Oct 2019 - Mar 2020) Sold to Opera search engine in 2021

Digital Data Analytics and Implementation Specialist

Objective manage GTM/GA Enhanced Ecommerce (+GDPR) and Mixpanel tracking

Process Facebook, Adwords Conversion Pixels and Modular GTM event tracking, GDPR datalayer designed for use in GTM consent method. Enhanced data in dataLayer for user visitor segmentation via API

Tools GTM, GA, Mixpanel

Output: A/B optimisation- first nav test est. $600k saving, second design test est. $500k+ lift. Enhanced segmentation and reports by segmentation and product types. Key visualisations for registration and activation account events, SEM, Product revenue and SEO

Postgraduate Diploma in Computer Arts

London College of Music and Media (LCMM) (previously part of Thames Valley University / University of West London)

Sept 2001- Jun 2002

• Interactive & Immersive Virtual Artwork (69%) - Immersive 3D environment / world using Virtools and 3D Studio Max
• Computer Principles for Artists (62%) - Standalone interactive digital art work using Director 8
• Creativity & the WWW (67%) - Edge inspired web-based artwork using Macromedia Flash and HTML

Bachelor’s in Business Administration 2:1

Brunel University Sept 1995 - Jun 1996

• Core module - Strategic Management
• Specialism - Operations Management
• Dissertation – Operational efficiencies in retail organisations – WH Smiths