Service - Digital Analytics and Audience Measurement
Digital Analytics and Audience Measurement
We help public-sector and cultural organisations turn web, marketing and audience data into decisions: Google Analytics 4 and Google Tag Manager done properly, consent-aware measurement that survives privacy-first browsers, dashboards leadership actually uses, and the capability building that means your own team gets stronger every quarter we work together.
What We Deliver
"Since consent moved to opt-in, most organisations' web analytics understate their real audience - and most dashboards quietly pretend otherwise. Honest measurement now means engineering for consent, modelling the gap, and being explicit about uncertainty. That is an analytics discipline, not a reporting task."
- Dr Stylianos Kampakis, Managing Director, Tesseract Academy
Our analytics practice covers the full measurement stack. At the collection layer we implement, audit and maintain Google Analytics 4 properties and Google Tag Manager containers: event and conversion design, cross-domain and e-commerce tracking, tagging QA, and the recurring hygiene work (broken tags, duplicate events, untracked journeys) that silently corrupts reporting when neglected. We audit cookie banners and consent management platforms against ICO guidance on PECR and UK GDPR, and we advise on consent mode, conversion APIs and first-party or server-side tagging where the benefit justifies the infrastructure - and say plainly when it does not.
At the insight layer we build Power BI and Looker Studio reporting that brings web, paid media (Google Ads, Meta, Search Console), CRM and ticketing or transaction data into one governed view, so marketing performance and audience growth are read from a shared set of numbers rather than five contradictory exports. Every reporting build comes with a KPI and measurement framework: metrics defined once, tied to organisational objectives, with named owners and explicit data-quality caveats. Dashboards are designed to WCAG 2.2 AA accessibility standards.
Beyond reporting, we support a test-and-learn culture: hypothesis backlogs, A/B test design and evaluation, conversion-rate optimisation recommendations prioritised by expected impact, and decision-ready insight notes rather than data dumps. And because dependency on an agency is a failure mode, not a business model, every engagement includes capability building: structured mentoring for in-house analysts, refresher training for marketing and content teams, and documentation your team owns. Our training pedigree is a matter of record - our Innovate UK BridgeAI programme drew 1,100 registrations against a 200-place target.
We work under UK GDPR with ICO registration (ZB715782), hold Cyber Essentials certification, and are an appointed supplier on CCS RM6126 (Research and Insights) and the Imperial War Museums Digital Transformation Support Framework (Lot 1 - Data Consultancy).
Service Comparison
| Capability | Tesseract Academy | Media Agency Add-On | Reporting-Only Supplier |
|---|---|---|---|
| Consent-aware measurement design | Consent mode, modelling, server-side advice | Focused on campaign attribution | Reports what the tool collects |
| Statistical depth behind insight | Chartered-statistician led; modelling and testing | Platform metrics as given | Descriptive dashboards |
| Data integration (web + CRM + ticketing) | Power BI / Looker Studio governed models | Media data only, typically | Single-source reporting |
| Capability building for in-house teams | Mentoring + training in every engagement | Rarely offered | Creates dependency |
| Public-sector compliance context | UK GDPR, PECR, WCAG 2.2 AA, Cyber Essentials | Commercial default settings | Varies |
Evidence
Open demonstration - built on official DCMS statistics
The DCMS Museum Visits Observatory
To show rather than tell, we rebuilt the official DCMS monthly visitor statistics for all sponsored museums and galleries as an interactive observatory: 16 museum groups, 87 months of data, site-level breakdowns, pandemic closures marked honestly, and recovery measured against each institution's own 2019 baseline. Every number in the chart is readable in an accessible table view.
Explore the observatoryEnterprise analytics transformation - international device-protection group
From Report Factory to Insight Function in Twelve Months
For a US-headquartered device-protection company within a major insurance group, we led a twelve-month analytics transformation: data maturity assessment, redesign of the analytics operating model, governed self-service BI, and a hands-on upskilling curriculum using real business problems. Self-service reporting cut ad-hoc report requests by around 60% and automated pipelines saved roughly 40 hours a week of manual preparation, while 85% of the original team upskilled into an advanced analytics function that now feeds executive dashboards and planning.
~60%
reduction in ad-hoc report requests
~40 hrs/wk
manual data preparation automated
85%
of the existing team upskilled
Government dashboarding and data quality
Cross-Domain Dashboards for the National Digital Twin Programme
For the UK National Digital Twin Programme (Department for Business and Trade), we delivered proof-of-concept dashboards over 15+ previously siloed infrastructure data sets, backed by automated data-quality pipelines that scored incoming data before it could contaminate reporting - the same reliability discipline we apply to every analytics build.
Read the case studyHow to Commission This Service
- 1
CCS RM6126 - Research and Insights
Audience measurement, analytics and insight work can be called off directly. Tesseract Academy is an appointed supplier on this framework.
- 2
Retained analytics support
A fixed monthly or quarterly allocation covering GA4 and tag maintenance, reporting, insight notes, testing support and training - the model most organisations with a small in-house analytics team find works best.
- 3
Direct award (below threshold) or open tender
Discrete audits (GA4, tagging, cookies and consent), dashboard builds and measurement-framework projects can be scoped as fixed-price engagements.
Contact fabio@thetesseractacademy.com to request a scoping call, a sample measurement framework, or a walkthrough of the Museum Visits Observatory.
