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About the talk

I will talk will about my experience as a digital analyst working with cross functional teams to design and develop digital services, giving examples of how data can be used to better measure performance, support research findings, test design interation and improve user experience. Finally I hope to talk a little about merging digital and non digital data sources to provide better understanding of the full end to end customer experience.

About Jim Williams

I am currently working as programme digital analyst at Registers of Scotland. I help organisations to implement data driven decision making to support continuous performance improvement. Involving identifying an organisations high and lower level data requirements, developing data frameworks and implementing appropriate digital analytics solutions to deliver against these requirements. Skilled in using tag management solutions to provide comprehensive and flexible performance tracking of digital services. My work involves working with agile project teams and user research to model user journeys (funnel & goal flow analysis, conversion funnel optimisation) to identify areas of poor performance as candidates for design iteration (AB testing) as part of a continuous improvement process.

Over the years I have provided digital analytics consultancy and training for organisations such as HM Treasury, Government Digital Service, DVLA, Home Office, Ministry of Justice, Business Skills and Innovation (BIS), AstraZeneca, Agent Provocateur, Kwikfit Insurance, The Student Loans Company, Lloyds Pharmacy, Matches Fashion and Lane Crawford (Hong Kong & China). As well as working in the social media sector with Weeworld.com at the forefront of using Google Analytics, Flurry and Localytics to track user interaction with mobile apps. At Weeworld I did a lot of work around calculating customer lifetime value, propensity analysis and revenue modelling.