London, UK · Serving UK/EU · GBP pricing
About Marc Alexander, an independent GA4 consultant, based in London.
Data should drive decisions, not create confusion.
Most businesses struggle with analytics. GA4 feels broken, reports don't match reality, teams don't trust the numbers, and nobody knows which marketing actually works. This isn't a data problem—it's a measurement problem.
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Marc Alexander fixes this. As an independent Google Analytics consultant based in London, Marc designs analytics systems that deliver clear, reliable insight for organisations that need to make confident decisions from their data.
Rather than implementing generic GA4 setups and hoping they work, Marc builds measurement strategies around how businesses actually operate—tracking what matters, integrating with business systems, and creating reporting that drives action rather than just presenting numbers.
Background and recent experience.
Marc has spent nine years helping global organisations turn complex data into commercial clarity. His career spans three major analytics leadership roles—Knight Frank, WorldFirst, and VisitBritain—where he designed and delivered analytics ecosystems for businesses operating at significant scale.
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Senior Web Analytics Specialist, Knight Frank (March 2021 - July 2025)​
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Marc directed the global analytics function across more than 50 international websites for one of the world's leading property consultancies. He led Knight Frank's migration from Universal Analytics to GA4, building a scalable, privacy-first measurement system using TagCommander and Google Tag Manager.
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Key achievements at Knight Frank included designing GA4 measurement strategy across all markets, working with senior stakeholders to align tracking with commercial priorities, creating KPI frameworks for property search journeys from listing discovery through enquiry to completion, and implementing analytics that consistently informed investment decisions across markets.
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Marc built a CMS-driven data architecture where page metadata automatically generated consistent dataLayers, eliminating manual tagging overhead and enforcing naming standards across 50+ websites. He integrated Knight Frank's internal forms database with GA4, passing unique conversion IDs that connected website behaviour through to CRM for complete funnel visibility.
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Working with ContentSquare and GA4, Marc identified an 80% drop-off on high-value enquiry forms. Collaborating with UX teams to fix friction points increased qualified leads by 27%. He led analytics for the MyKnightFrank portal migration, designing dataLayer architecture that surfaced back-office IDs, implementing GA4 tracking, and reporting on retention and journey completion.
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Marc built executive dashboards in Looker Studio and Power BI linking digital performance to revenue and pipeline, giving leadership clear visibility into how digital activity drove commercial outcomes. His work earned recognition as part of Knight Frank's "Project Team of the Year 2024" for delivery excellence and cross-functional collaboration.
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Digital Analytics Specialist at WorldFirst (March 2019 - March 2020)
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Marc defined and implemented analytics architecture for WorldFirst's AliPay payment journeys, ensuring accurate end-to-end tracking across complex international payment flows. He established KPI frameworks and tracking plans for registration and payment journeys, standardising campaign naming and UTM practices across markets.
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Marc automated BigQuery workflows joining Google Analytics data with transactional datasets, reducing manual data preparation whilst improving accuracy. He integrated paid media data from Google Ads and Facebook into BigQuery via Funnel.io, creating a single source of truth for cost and performance.
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His work integrated Universal Analytics with back-office systems, enabling full-funnel performance analysis including LTV, CPT, ROAS, and cohort analysis. Lifecycle dashboards he built in Looker Studio highlighted drop-off points and time to first transaction, informing lifecycle and campaign optimisation strategies.
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Digital Analyst at VisitBritain (February 2018 - March 2019)
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Marc supported VisitBritain's global marketing and eCommerce teams with actionable insights across regional markets. He led all digital tagging implementation, deploying Universal Analytics events plus Google Ads and Facebook tracking via Google Tag Manager.
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Marc developed KPI frameworks for European markets, aligning regional digital goals with corporate targets. He diagnosed and resolved performance issues on portal pages, improving active-user engagement by over 50% through JavaScript optimisation. Monthly cross-channel performance reports he produced in Tableau integrated web, social, and campaign data, demonstrating ROI and guiding quarterly budget allocation.
Technical expertise and approach
Marc's expertise spans the complete analytics stack—from measurement strategy through implementation to insight delivery. His approach combines four core disciplines that most consultants treat separately.
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Measurement strategy and governance
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Marc defines what businesses should measure and why. This includes KPI frameworks aligned to commercial objectives, measurement plans documenting tracking requirements, tracking specifications for development teams, consent and privacy frameworks ensuring GDPR compliance, and data governance establishing standards that scale.
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Analytics engineering and data architecture
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Marc builds the technical infrastructure making reliable measurement possible. DataLayer and event schema design, tag management using GTM and server-side GTM, BigQuery architecture and SQL data modelling, integration connecting web and back-office data, identity stitching across systems, and data quality assurance ensuring reliability.
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Product and marketing analytics
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Marc analyses data to understand customer behaviour and marketing effectiveness. GA4 implementation and analysis, campaign and channel performance tracking, funnel and journey analysis, LTV, ROAS, and cohort calculation, UX and behavioural analytics using ContentSquare and Clarity, and Google Search Console integration for SEO visibility.
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Commercial insight and reporting
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Marc turns data into insights stakeholders understand and act upon. Power BI and Looker Studio dashboard development, board-ready reporting for executives, A/B and multivariate testing, journey and conversion-rate optimisation, cross-channel performance visibility, and stakeholder storytelling that drives decisions.
What makes Marc different
Deep technical capability with business focus
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Many consultants understand analytics tools or business strategy, but rarely both deeply. Marc combines technical implementation expertise (JavaScript, SQL, Python, GTM) with commercial understanding, building analytics that serve business needs rather than just collecting data.
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End-to-end ownership, not just implementation
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Marc doesn't just configure GA4 and disappear. He defines measurement strategy, implements technical tracking, validates data quality, builds reporting, trains teams, and ensures analytics actually influences decisions. Complete ownership means systems work reliably long-term.
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Privacy-first measurement from day one
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Every implementation Marc builds respects user privacy whilst maintaining analytical capability. Proper Consent Mode implementation, GDPR compliance, data minimisation, and privacy frameworks are fundamental requirements, not afterthoughts added when regulations emerge.
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Integration specialist, not just GA4
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GA4 in isolation has limited value. Marc connects analytics with CRM systems, billing platforms, advertising channels, and business intelligence tools, creating unified visibility that GA4 alone cannot provide. Integration expertise means comprehensive rather than partial insight.
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Documentation and knowledge transfer
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Marc doesn't create dependency. Every implementation includes thorough documentation, team training, and knowledge transfer ensuring organisations can maintain and evolve analytics independently. Capability building is as important as technical delivery.
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Proven at scale with global brands
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Marc's experience spans organisations operating internationally with complex requirements—50+ websites, multiple markets, different languages, varied business models. He understands challenges that only emerge at scale and builds systems that handle complexity reliably.
Technical skills and tools
Analytics platforms: Google Analytics 4 (GA4 certified), Universal Analytics, Google Tag Manager, Server-side Google Tag Manager, TagCommander, ContentSquare (certified expert), Microsoft Clarity
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Data platforms: BigQuery, SQL (MySQL, PostgreSQL), Python, Databricks, Funnel.io
Visualisation and reporting: Power BI (Advanced DAX certified), Looker Studio
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Marketing platforms: Google Ads, Meta Ads, LinkedIn Ads, Google Search Console
Development: JavaScript, jQuery, HTML, CSS
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Testing and optimisation: Optimizely, A/B testing, multivariate testing
Call tracking: Infinity, ResponseTap
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CMS and platforms: Optimizely CMS, WordPress, various enterprise platforms
Certifications and training
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Google Analytics 4 Certification (2025)
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The Ultimate Python Bootcamp (2025)
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ContentSquare Certified Expert (2022)
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Web Development Bootcamp (2021)
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Advanced DAX with Power BI (2020)
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The Ultimate MySQL Bootcamp (2020)
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Google Tag Manager Basics (2017)
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Google Analytics Advanced Insights (2017)
Selected technical projects
CMS-driven measurement automation
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Designed architecture where mandatory page metadata captured once in CMS automatically generates consistent dataLayers and GA4 events across all markets. This eliminated manual tagging overhead, enforced naming standards, and scaled reliably across 50+ international websites.
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Identity stitching across systems
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Created form identification system where each submission carries unique ID into both GA4 and CRM platform, allowing journeys to be stitched from website behaviour through to sales outcomes for reliable funnel analysis and attribution.
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BigQuery-powered self-service reporting
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Built data flows sending GA4 into BigQuery, created clean reporting tables with SQL transformations, and connected these to Looker Studio dashboards. This delivered self-serve analytics for senior stakeholders whilst reducing manual reporting by approximately 60%.
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Multi-market campaign standardisation
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Established UTM standards and campaign naming conventions across international markets, creating consistent attribution and enabling reliable cross-market performance comparison where chaos previously existed.
Industries and clients
Marc has delivered analytics solutions across multiple industries including:
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Property and real estate: Knight Frank (global property consultancy with 50+ international websites)
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Financial services and FinTech: WorldFirst (international payments and foreign exchange)
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Tourism and hospitality: VisitBritain (national tourism board with global marketing operations)
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E-commerce: Multiple online retail and transactional businesses
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Professional services: Various consultancies and service businesses
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SaaS and technology: Software companies requiring product analytics
Working with Marc
Marc works with businesses throughout the UK, EU, and internationally via remote collaboration. Based in Poplar, London, he's available for on-site work across the UK whilst serving international clients remotely.
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Projects typically begin with discovery to understand business context, measurement requirements, and technical landscape. Marc then designs solutions, implements technical systems, validates quality, and transfers knowledge ensuring teams can maintain analytics independently.
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Engagement models include project-based work for specific implementations, ongoing retainers for continued optimisation and support, and strategic advisory for organisations building internal analytics capability.
Recognition and achievements
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Knight Frank Project Team of the Year 2024: Recognised for delivery excellence and cross-functional collaboration on major analytics transformation
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60+ GA4 implementations: Delivered across industries, business models, and organisational scales
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9 years analytics expertise: Consistent track record building measurement systems that drive business decisions
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Multiple certifications: Google Analytics 4, ContentSquare Expert, Advanced Power BI, comprehensive technical training
Ready to find out what's actually wrong with your GA4?
Whether you need GA4 implementation, analytics strategy, technical integration, or ongoing support, Marc can help transform your data into reliable business intelligence.
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Schedule Your Free Consultation →
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He's surprisingly friendly, even when telling you your GA4 tracking's a disaster.
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See Marc's GA4 expert credentials and case studies →
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Or explore Marc's specialised services:
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