Travis Gunn
My approach to analytics stems from a desire to make sure actions are profitable and moving toward the desired goal — while understanding the blockages in the process. I like to be able to attach a dollar value to everything I do. I've gained intimate knowledge of business operations beyond digital marketing over the course of my career, and I think that multi-dimensional background gives me an understanding of data that's easily translatable to business owners.
After starting my professional career in digital marketing, I realised very quickly that I needed to be able to put a dollar value on everything I did. What I thought would protect me from getting laid off turned out to be far more exciting — not only was I documenting the value I was bringing, I was uncovering enormous opportunities for optimisation and growth. Using digital analytics, I identified weak spots in our marketing and user experience. The result was skyrocketing orders and revenue — while our traffic numbers stayed exactly the same.
That experience became the foundation of Native Ore Analytics. Over a decade of client work later, the same principle applies: the data already knows what's working. The job is to find it, surface it clearly, and act on it.