David Gallacher

Background

About David Gallacher

I've been working in web analytics for over 6 years. When I first started at Aillum, I had pretty much no experience in digital marketing or analytics. At university I had studied Computer Games Technology, so analytics was a completely new field for me and I had to learn everything from scratch quickly. I liked it the moment I started out, though that being said, I never expected that I would come to enjoy my work as much as I do now. There is a certain measure of satisfaction in the work I do, using analytics and data and reports to reveal the truth and understanding about why things are working or why they aren't. It's not enough to tell someone that their website is "doing great", there should always be an objective reason with data to back that up. Since working at Aillum, I've branched out from just learning Google Ads and Analytics, and now use an entire array of tools to help our clients track and manage their data more effectively. Some of the tools I use today are: • Google Analytics • Google Tag Manager • Google Ads • Microsoft Advertising / Bing Ads • Google Optimize • Heat Mapping • Google Search Console • Google Data Studio I do believe that being as transparent as possible is a good thing, especially when it comes to data. Should anything need to be changed or tested, there should be a good reason why it should happen, and data to back up that reason. No website or online service is perfect and circumstances change all of the time. Tracking real data should always be done properly to ensure performance is as high as it can be. I'm a geek when it comes to data, so I'm usually happy to answer any data related questions if I can provide the answers to them.