Your data should be answering questions, not raising them.

I work with businesses to deliver data analysis that finds whats actually happening for your customers — and turn it into something leadership can act on.

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You have data. You don’t have answers.

Most businesses are collecting more data than ever. The problem isn’t access — it’s that nobody has the time or the brief to sit in it properly and find what matters. Decisions get made on incomplete information, opportunities stay hidden and the reporting that exists tells you what happened but not why.

No internal capability

The team you have is strong at what they do. Deep data analysis isn’t part of their remit. There’s nobody with the analytical depth to interrogate the data properly and surface what the business needs to know.

You don’t have a team

You’re operating solo. You can see exactly what needs building but you’re not going to do the implementation work yourself. You need someone you can brief once and trust to deliver best in class data analysis.

The client’s team has no time

There’s a marketing team but they’re heads-down on campaign delivery and day-to-day output. Nobody has the capacity to take on an analytics rebuild or run a structured experimentation programme alongside everything else.

What you need is someone who understands your strategy well enough to build the right thing underneath it.

Here’s what I can do with your data

Funnel and customer behaviour analysis

Understanding how customers move through your site or product — where they engage, where they drop off and what’s driving the difference — is the foundation of any meaningful optimisation work.

End to end funnel analysis across your existing toolset
Segmentation by channel, customer type and behaviour
Plain-language findings tied to specific business decisions

Retention analysis

Acquiring customers costs money. Keeping them makes it back. I dig into cohort behaviour, churn patterns and engagement signals to surface what’s actually driving retention and what’s quietly working against it.

Cohort data analysis and churn modelling
Behavioural signals that predict retention or drop-off
Findings framed around what the business can do next

CLV modelling

Most businesses have a rough sense of customer value. Few have a clear model of what drives it. I build CLV data analysis that segments customers by real behaviour and identifies where the highest value relationships are coming from.

SQL-based CLV calculation across customer segments
Identification of high value cohorts and acquisition patterns
Findings framed around business opportunity, not just numbers

Sales pattern analysis

The opportunities are usually already in the data. I analyse sales patterns to find what’s performing, what’s underperforming and where the gaps are that the business hasn’t noticed yet.

SQL data analysis across sales, product and customer data
Identification of trends, anomalies and missed opportunities
Findings translated into clear business recommendations

Complementary services

Qualitative research

Quantitative data analysis tells you what is happening. It rarely tells you why. I combine data analysis with qualitative research to add the human context that turns a finding into something you can actually act on.

Customer interviews and survey design
Synthesis of qualitative and quantitative findings
Recommendations grounded in both behaviour and intent

Experimentation roadmap

Good data analysis raises as many questions as it answers. Where the data points to a hypothesis worth testing, I translate findings into a structured experimentation framework the client can use to validate what the analysis is suggesting.

Hypothesis development from analytical findings
Experiment roadmap tied to business questions
Handover ready for internal teams or external delivery

“Storm is super calm, pragmatic, collaborative, goes above and beyond, and is just a wealth of knowledge.”
– Stefanie Yeager, Programme Manager, Big Red Group

Why this works as a fractional engagement

The most common question at exec level is whether this is a good use of budget when there are already people internally who could do it.

The honest answer is that your internal team probably could do this work. The problem is they aren’t doing it, and they won’t be able to prioritise it over the work already on their plate. A fractional engagement doesn’t replace your team — it fills the specific gap they can’t get to.

Hiring a full-time analyst to do this work would cost $100,000–$140,000 a year in salary alone, before you factor in time to hire and onboard. A fractional engagement scopes exactly what needs doing, delivers it and stops. You get the output without the overhead.

The other common concern is whether an external person can understand the business well enough to do useful work. In my experience it’s rarely the industry that determines whether analysis is useful — it’s whether the right questions are being asked. I’ve delivered this kind of work across retail, financial services, insurance, travel and more. The businesses are different. The analytical problems rarely are.

Work with Storm

Ready to turn your data into decisions?

Book a free 30-minute conversation. No obligations — just a chance to talk through your challenge and see if I can help.

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What an engagement could look like

Week 1	Brief — You give me a clear question the business needs answered. I review the available data, assess whether it can answer the question as asked and flag any gaps that need resolving before data analysis can start.
Weeks 2–3	Data Analysis — I work through the data using your toolset, cleaning where necessary and building toward the answer. If I find related questions worth investigating along the way, I flag them.
Week 4	Findings — I document what the data says, what it means for the business and what I’d recommend as next steps. Where the findings point to hypotheses worth testing, an experimentation framework can be delivered as an optional addition.
Week 5	Playback — I present findings and recommendations to your team or leadership. Everything is documented and handed over cleanly. Optional retainer for ongoing data analysis.

If the data review reveals that the tracking needed to answer your questions isn’t in place yet, that’s an implementation problem before it’s an analysis problem. The analysis can still proceed with what’s available — I’ll be clear about what that means for the findings and what you might be missing. If you want to fix the foundation first, I can scope that separately.

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Who this is for

You’re a marketing manager, product lead, founder or head of digital who knows the business has a data problem worth solving. You’ve been referred here or you’ve been looking for someone who can come in, understand the business quickly and get to answers without a lengthy onboarding process.

You have data. You may have a team. What you don’t have is someone with the time and the brief to sit in it properly and find what matters. Leadership is asking questions the current reporting can’t answer and the gap between the data you have and the decisions you need to make is getting harder to ignore.

You need someone who can get up to speed quickly, ask the right questions and deliver data analysis findings in a format that works for both the person who commissioned the work and the leadership team who needs to act on it.

FAQ

Common questions

How do I engage you?

The easiest way is to book a call using the link on this page. Tell me what you’re trying to solve and I’ll tell you straight whether I can help. If it’s a fit, I’ll turn around a plain-language scope within a few days.

How do we work together?

Flexibly. I can work remotely or on-site at your office on agreed days — up to two days a week depending on the engagement. We agree the arrangement upfront and it can flex as the work develops.

How do the finances work?

I work on a day rate or fixed project price depending on the scope. Payment terms are 14 days.

What is a fractional product generalist?

Most specialists go deep in one area. I work across the intersection of user experience, technology and business strategy. That means I can understand the full shape of a problem and connect the pieces rather than just solving my corner of it. In a world where AI can do a lot of jobs, the person who can bring multiple parts of the problem together is more useful than someone who only knows one piece of the puzzle.

How much experience do you have with data analysis?

Twelve years across agencies and in-house roles, covering customer lifetime value, retention, conversion and customer behaviour analysis. I work across multiple platforms including GA4, Amplitude, Adobe Analytics, Snowflake and SQL Server, and I’m comfortable working with data in whatever state I find it.

How do you handle confidential business data?

Everything shared with me is treated as confidential. Standard confidentiality terms are part of every engagement and I can work within your organisation’s existing NDA or data handling policies if required. I never share client data and your data is never used to train AI models.

Can you work in our office?

Yes. For engagements where on-site presence adds value I can work from your office on agreed days, up to two days a week. Location and schedule are agreed as part of the scope.

What happens at the end of the engagement?

Everything is handed over cleanly. Findings are documented, any dashboards or reports are explained and I walk your team through what was built and what comes next. If ongoing analysis makes sense, I offer a retainer for continued support.

How long before you can start?

Usually within one week of an agreed engagement. Get in touch early if you have something coming up and I’ll let you know availability.

How do you use AI in your workflow?

I use AI to review code, support customer research and generate analytics artefacts. Your data is never shared in a way that trains models. If your organisation works with sensitive data I can work without AI entirely or in line with your existing company policies.

Ready to get some answers?

Tell me what you’re trying to solve. I’ll tell you whether I can help and how. No commitment required.

Book a call

Tell me what you’re walking into and I’ll tell you whether I can help.

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or drop me a message

Week 1	Discovery — We work together to understand what problems the business is facing and what decisions you’re struggling to make. The goal is to surface the questions the data should be answering, including the ones nobody has articulated yet.
Week 2	Data review — I assess the available data against the questions we’ve identified. I document what’s answerable now, what needs cleaning or enriching and what’s genuinely out of reach with current data.
Weeks 3–4	Analysis — With the questions defined and the data understood, I dig in across retention, CLV, sales patterns, funnel behaviour or whatever the business problem demands.
Week 5	Findings — I document what the data says, what it means for the business and what I’d recommend as next steps. Where the findings point to hypotheses worth testing, an experimentation framework can be delivered as an optional addition.
Week 6	Playback — I present findings and recommendations to your team or leadership. Everything is documented and handed over cleanly. Optional retainer for ongoing analysis.