Turning 400+ tracking events into numbers the business trusts

Alongside QA, I led E.ON Next's Digital Analytics function, which owns the data behind the website and both mobile app codebases. Measurement had grown platform by platform, each with its own events and definitions.

• The same customer action was recorded differently on each surface, so cross-platform questions had no reliable answer.
• Events described clicks rather than business outcomes, and confidence in the numbers behind company OKRs was low.
• The events fed reporting, marketing audiences, CRM personalisation and data models, so a careless migration would break things far beyond analytics.

• Designed a single governed event taxonomy: a data-layer contract engineering implements once, to one standard, on every surface.
• Proved the model on one journey before scaling it, and ran legacy and new events in parallel during migration so nothing went dark.
• Made the case to run it as a cross-functional enterprise programme with an executive sponsor, because the same events reach Marketing, CRM, Data, Product, Engineering and Compliance.
• Built the OKR dashboard suite on top: 18 company OKRs with performance against target and weekly trends, in one trusted view for leadership.
• Validated every event before it went live, on the principle that bad data is worse than no data.