Analytics that drive outcomes.

Etterby Analytics is a Carlisle based consultancy that helps product and operations teams across Cumbria, throughout the UK, and select global partners ship reliable data pipelines, clear metrics, and practical ML – without drama.

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Services

Engagements led from Carlisle by Etterby Analytics to modernise data platforms, run experimentation programmes, and ship predictive models for teams across Cumbria, the wider UK, and select global partners.

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Data Platforms & Reliability

Versioned pipelines, observability, and governance that keep metrics trustworthy across teams.

Data Contracts
Observability
Governance

Tagging & Digital Analytics Foundations

Stabilise Google Analytics, GTM, and consent journeys so every campaign and funnel report is decision ready.

GA4 & GTM
Consent Governance
Event Design

Analytics, BI & Enablement

Define metrics once, serve them everywhere, and enable teams with workshops, playbooks, and support.

KPI Frameworks
Governance
Enablement

Self Service Dashboards & Embedded Analytics

Craft ThoughtSpot, Power BI, and Hex experiences that answer follow up questions and unlock adoption.

Dashboard Design
Embedded Workflows
Adoption

Experimentation, Forecasting & Applied ML

Frame the decision, design robust experiments or models, and keep them accountable in production.

Experimentation
Forecasting
Decision Science

Revenue & Lifecycle Intelligence

Blend predictive modelling, experimentation, and stakeholder storytelling to unlock revenue and customer lifetime value.

Pricing
Forecasting
Lifecycle

Selected work

Case studies covering fraud reduction, price optimisation, and analytics enablement for organisations across Cumbria, UK scale ups, and select global marketplaces.

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Marketplaces

Fraud detection uplift

Rebuilt trust & safety analytics and launched fraud models that cut abusive users from 10% to 0.6%.

• Reduced fraudulent users from 10% to 0.6% at 97% precision and 86% detection.
• Average detection window improved by 40 days with automated takedown workflows.
• Executive dashboarding with weekly SLAs and incident reporting.

Restaurants & Hospitality

Self service analytics for global restaurant operators

Delivered franchise performance dashboards and enablement that unlocked daily self serve usage.

• Franchisee dashboards adopted across 20+ markets with role based navigation and automated commentary.
• Daily active users tripled as operators relied on guided analyses for staffing, menu, and promotions.
• Embedded analytics in the Vita Mojo portal with governance, release notes, and telemetry to steer iterations.

Latest insights

Field tested playbooks on experimentation, forecasting, and analytics leadership drawn from 11+ years in data roles.

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Sep 2025