Alex McLean

Worked as Analytics Implementation Specialist (Freelance) at Situation UK.

Short term analytics implementation & consultancy gigs through freelance platforms

- GA4 migration of 15 DM ecommerce sites covering APAC, EMEA & US
- Configuration of new GA4 properties & datastreams
- GTM implementation of new GA4 event tagging, writing custom templates, custom javascript & custom html where standard options weren’t
suitable due to dataLayer limitations
- Implemented Advanced Consent Mode 2.0 through OneTrust & GTM to ensure compliance with European DMA laws

Various freelance GA4 projects through Upwork platform

GA4 and tagging audit in GTM for www.edvectus.com, providing actionable recommendations on how to improve
- Creation of explorer reports in GA4 for www.globalinsightservices.com, and advising on account configuration, how to improve event tracking &
how to improve campaign tracking
- Implemented GA4 through GTM for www.hostbetter.com with eve

- GA4 migration on 16 sites for Buddy Media’s client Arena Racing Company
- Configuration of new GA4 properties & datastreams
- Set-up of explorations (custom reports) in GA4 user interface
- GTM implementation of new GA4 event tagging
- Re-wrote ecommerce dataLayer to reflect updates in GA4 schema
- Migration from client-side to server-side tracking
- Gathered business requirements for measuremen

- GA4 migration on BP’s self-service portals with a server-side implementation
- Configured new GA4 properties & datastreams
- Set-up of explorations (custom reports) in GA4 user interface
- Created new dashboards in DataStudio for internal teams & product owners
- Implemented updated container in GTM with new tagging and events for GA4

- Carried out audit of existing GA4 & GTM tagging implementation on Publicis client Sonepar
- Re-wrote dataLayer & tagging spec making it more manageable & user friendly for developers
- Moved tagging from client-side to server-side tracking
- Created new GTM containers to include revised naming conventions & folders as well as adding custom scripts for data cleansing
- Re-configured existing GA4

- Carried out audit of existing GA & GTM implementation on Buddy Media’s client Arena Racing Company
- Re-configured ARC’s Google Analytics account, including setting up new properties, views, filters, custom dimensions & metrics
- Wrote new ecommerce tagging specification & implemented in GTM
- Scripted new push events & data layer for both websites, providing technical documentation for develope

- Carried out audit of existing Google Analytics & GTM tagging implementation on SJR’s client ExxonMobil
- Provided recommendations & javascript snippets for the client to implement & improve site performance and data collection

- Carried out audit of existing GA & GTM tagging implementation on heycar.com
- Provided recommendations & javascript snippets for the client to implement & improve site performance and data collection

- Carried out audit of existing GA & GTM implementation on equity.com & fxpesa.com trading websites
- Wrote new tagging specification to replace the existing tracking implementation
- Scripted new push events & data layer for both websites, providing technical documentation for developers to implement, followed by QA &
testing
- Liaising with stakeholders to understand requirements for measurement

- Planned the implementation and tagging of Adobe Analytics & Adobe Launch for the new regus.com website
- Advised the agency & end client on KPIs and using the correct data for performance measurement
- Scoped & wrote new data layer & push events for new website, working with offshore developers to implement, QA & test
- Was part of the agency launch strategy group, providing input & guidance on

-Wrote data layer & tagging implementation specs for new Rolls Royce UK website (www.rolls-roycemotorcars.com)
- Configured new Adobe Launch property for new site build, tested, QA’d & debugged, working together with developers
- Configured new Adobe Analytics account, including setting up new report suites, evars, props & events

Carried out audit of existing Adobe Launch build on GPC’s client www.allthingshair.com (Unilever)
- 9 Adobe Launch containers for each international region were audited, with the recommendation to move to a single Global container for all sites
- Built new stripped back Global container, removing all unnecessary javascript & tags. Tested, QA’d & debugged

- Carried out audit of GA & GTM implementation for Brainlabs client Swoon furnishings, and made recommendations on where to make improvements
- Implemented GTM tagging updates on Brainlabs client iRobot website
- Implemented GTM tagging updates on Brainlabs client NordAnglia Education

- Audit & QA of Google Analytics implementation on Oliver Agency’s client Ernst & Young UK site prior to migration to Adobe Analytics
- Made recommendations on where to optimise web analytics tagging in preparation for migration to server-side tracking
- Carried out user behaviour analysis, using segmentation to identify different user groups for journey analysis, engagement and campaign activit

- Audit & QA of Google Analytics implementation through GTM on Amaze’ client Brewdog’s new site
- This included reviewing the ecommerce data layer on the site, as well as testing & debugging
- Audit & QA of Google Analytics implementation through GTM on Amaze’ client The Jockey Club’s new site
- This included troubleshooting & resolving an issue within the ecommerce ticketing section of the sit

- Conducted audit of Adobe DTM tagging on all of Centaur’s brand sites
- Conducted audit of Adobe Analytics configuration on all of Centaur’s brand sites
- Implementation of Adobe Analytics through Adobe DTM on new Econsultancy.com site
- Wrote custom javascript tags to track behaviour on new Single Page Application sites
- Testing & debugging of implementation using Charles, Observepoint & Tagtic

- Wrote developer tagging specification for Amaze’s client Co-op
- Scoped & wrote new ecommerce data layer implementation spec for Amaze’s client Caravan Club UK
- Wrote developer tagging specification for Amaze’s client Unilever
- Testing & debugging of Google Analytics/Google Tag Manager tagging on Amaze’s client American Nurses Association

- Worked on NTT’s end client Vodafone website & apps
- Deployed tags through Tealium for Adobe Analytics, Adobe Target, OpinionLab and LivePerson on web and app
- Defined conditional load rules for the above tags
- Scoped out & mapped updates for Vodafone’s global data layer to Tealium’s UDO data layer variables
- Used Tealium extensions to set-up and run A/B tests
- Used Tealium Tools Chrome Exte