Alban Gérôme

Alban Gérôme

Founder, SaaS Pimp and Automation Expert, Intercontinental Speaker. Not a Data Analyst, not a Web Analyst, not a Web Developer, not a Front-end Developer, not a Back-end Developer.

Pontypridd, Wales, United Kingdom
2K followers 500+ connections

About

Over 25 years' working experience, CDO Summer School Graduate of 2018. Featured in the book "Data-Driven Business Transformation" by CDOs Caroline Carruthers and Peter Jackson. Collibra-certified level 1. Public speaker at various conferences, mostly about digital analytics, stakeholder buy-in, influence and persuasion. Dual French-British citizen, native French-speaker, fluent English and German speaker.

6 years as a database, back-end and front-end developer, and then 16 years' experience in web analytics, mostly as an implementation engineer, of which 14 years using Adobe Analytics and now, Adobe Launch and ObservePoint as well. I still code, mostly in Javascript, Python and SQL, but I am neither a web developer nor a web or digital analyst. At least, not anymore. I am not a data scientist and I do not aspire to become one either.

Regular speaker at MeasureCamp London, Paris, Berlin and other European capitals. I have attended 4 CDO conferences and was a speaker at two of them. I am also one of the online instructors for the CXL Institute Technical Marketing Minidegree. I have launched my own monthly online Javascript course and weekly newsletter.

Member and Benefactor of the AADF (French-speaking Digital Analysts Association)

Articles by Alban

  • Looking Back on 2024: A Perspective for Digital Analytics

    Looking Back on 2024: A Perspective for Digital Analytics

    As you read my last article for this year, the most obvious choice would be to look back on 2024. The year has been…

    2 Comments
  • Is Business Acumen Overrated In Digital Analytics?

    Is Business Acumen Overrated In Digital Analytics?

    In my weekly newsletter two weeks ago, I compared our current state in Digital Analytics to a colonial war, with the…

  • Google's Looming Antitrust Battle

    Google's Looming Antitrust Battle

    Over the past few years, weak signals about a potential breakup of Google over the Sherman Antitrust Act started…

  • A/B Testing Everywhere

    A/B Testing Everywhere

    As my new house slowly emerged from its clean slate state, I asked a few tradespeople to check out my attic. I want to…

    2 Comments

Contributions

Activity

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Experience

  • Founder

    Ascalon Digital GE LLC

    - Present 3 years 8 months

    Company formation in progress, currently registered as a sole trader

  • Founder

    Ascalon Digital UK Ltd

    - Present 3 years 10 months

    Cybermetrics/Digital Analytics Engineering, Automation and Consulting.

    - Teaching Javascript as a free weekly Zoom call for all Technical Web Analysts who are Web Analysts or Digital Analysts but have little to no Javascript coding experience, picking this up from where I left them with the CXL course. It's called Javascript Senpai.

    The weekly course is currently on hiatus but is now a monthly subscription course revisiting the code of the previous live lessons. Launching the…

    Cybermetrics/Digital Analytics Engineering, Automation and Consulting.

    - Teaching Javascript as a free weekly Zoom call for all Technical Web Analysts who are Web Analysts or Digital Analysts but have little to no Javascript coding experience, picking this up from where I left them with the CXL course. It's called Javascript Senpai.

    The weekly course is currently on hiatus but is now a monthly subscription course revisiting the code of the previous live lessons. Launching the subscription gives experience in using voice AI, video editing, legal writing, and student management.

    - Weekly articles on LinkedIn about Digital Analytics, Digital Transformation, Psychology Neurobiology, and their applications to getting buy-in.

    - Speaking engagements at Digital Analytics conferences all over Europe, Central Asia and the US.

    This is my strictly outside regular working hours side-business. I work for Legal & General during my regular business hours.

  • CXL Institute Graphic

    CXL Technical Marketing Minidegree Online Instructor

    CXL Institute

    - Present 4 years 2 months

    London, England Metropolitan Area

    The CXL Technical Marketing Minidegree consists of 9 courses. I have delivered the course on the browser and covered the following topics:

    - The web browser
    - The network requests
    - The Document Object Model, including the virtual DOM as found in React and Vue
    - Browser state management, including cookies, localStorage, sessionStorage, IndexedDB
    - Tracking protection, including ITP, ETP, server-side tagging
    - The tools of the trade

    The course is now archived.

  • Legal & General

    Legal & General

    4 years 7 months

  • Barclays Graphic

    VP, Data & CX Technology Manager

    Barclays

    - 4 years 4 months

    London, Canary Wharf

    Adobe Dynamic Tag Manager administration, asset creation, testing, maintenance, governance with over 600 assets under management, mostly marketing pixels. Integration with Krux, BlueKai, SAS IA, Single-Page Applications (Angular)

    * Several processes streamlined using Powershell
    * Legal compliance with GDPR and PECR
    * Trained and mentored 4 junior employees
    * Delivered over 30 Adobe Analytics tagging guides

  • TES Global Limited Graphic

    Web Metrics Analyst

    TES Global Limited

    - 3 years 6 months

    London

    * Delivered over 20 Adobe Analytics tagging guides
    * Reporting using Adobe Analytics, Google Analytics, HitWise and QlikView, streamlined using SQL Server Express and stored procedures. Dashboard creation
    * Trained dozens of colleagues how to use Adobe Analytics
    * Used R and the RSiteCatalyst package

  • eFinancialCareers Graphic

    Web Analytics Manager

    eFinancialCareers

    - 7 months

    London

    * Omniture SiteCatalyst 15/14 and Google Analytics implementation and data analysis for the EMEA, APAC and North America websites
    * Migration from SiteCatalyst 14 to 15
    * Marketing channels analysis, campaign tracking and SAINT classifications
    * SiteCatalyst Implementation tagging plans and QA
    * SQL Server coding
    * Recommended the adoption of voice of the customer solutions

  • Logan Tod & Co Graphic

    Senior Implementation Specialist

    Logan Tod & Co

    - 4 months

    London, United Kingdom

    * Adobe SiteCatalyst 14 implementation consultant
    * Cookies audit to assist Debenhams with the then new EU Directive related to cookies and privacy

    * VBA programming for a benchmarking tool and ad hoc projects for Reiss and Swiftcover
    * Recommended technical solutions to achieve a potential 76% improvement in page load speed which would improve the convertion and bounce rates significantly

    Logan Tod & Co has been acquired by PwC in 2011

  • QuBit Digital Graphic

    Client Services Engineer

    QuBit Digital

    - 4 months

    London, United Kingdom

    * Responsible for growing the Customer Services Engineering team
    * Client-facing implementation consulting and support for WebTrends, Google Website Optimizer, Optimizely, ClickTale and QuBit products
    * Implementation documentation
    * Industry Watch for all testing solutions platforms

  • Amadeus SAS Graphic

    Web Analyst

    Amadeus SAS

    - 1 year 4 months

    Sophia-Antipolis, France

    Contractor, client-facing role with 14 airline companies such as Cathay Pacific (40% of my time), Korean Air, several national carriers and smaller airlines.

    * Client sessions to identify opportunities to increase the conversion rate by identifying new potential traffic sources, keywords strategy, reduce the bounce rate.
    * Google Analytics implementation including Google Website Optimiser
    * Robotic traffic reductions from 60-70% to 5%, look to book ratio improved from around 300 to…

    Contractor, client-facing role with 14 airline companies such as Cathay Pacific (40% of my time), Korean Air, several national carriers and smaller airlines.

    * Client sessions to identify opportunities to increase the conversion rate by identifying new potential traffic sources, keywords strategy, reduce the bounce rate.
    * Google Analytics implementation including Google Website Optimiser
    * Robotic traffic reductions from 60-70% to 5%, look to book ratio improved from around 300 to below 200, transaction quality improved from 92% to 98% for Cathay Pacific. Similar achievements for VAustralia and other carriers
    * Robotic traffic analysis time for Cathay Pacific cut from 10 hours/week down to 4 hours by using SQL Server and stored procedures

  • Gullivers Travel Associates Graphic

    Web Analytics Manager

    Gullivers Travel Associates

    - 3 months

    London, United Kingdom

    Contractor, responsible for analysing the traffic of wholesale and retail travel websites with WebTrends 9 on-demand.

    * User journey analysis of the 4 main websites
    * Recommended a funnel reduction of 1/3 supported by comparisons with the competitors' funnels
    * Recommended steps to reduce the impact of bot/spider/screen scraping traffic and improve data quality
    * Presented the recommendations and actionable insights above to the C-suite

  • Fish4 Graphic

    Front-end Team Manager/Senior Web Developer

    Fish4

    - 1 year 3 months

    London, United Kingdom

    Responsible for a team of 2 off-shore web developers based in Bulgaria. Introduced the following best practices:

    * jQuery
    * Ajax
    * Progressive enhancements and accessibility
    * Semantic and SEO-friendly coding

    Web analytics and conversion rate optimisation:
    * technical lead for the migration from HBX to Omniture SiteCatalyst 14
    * funnel exits reduction by reducing 4 pages into a single page with an accordion layout

  • Omniture Graphic

    Implementation Consultant/European Account Manager

    Omniture

    - 1 year 7 months

    London, United Kingdom

    Responsible for the LloydsTSB, Mobistar (Orange Belgium) and SFR accounts (French equivalent of Vodafone)

    * Direct contact with the clients' business owners and developers
    * Implementation consultant
    * Pre-sales technical advisor during sales pitches

    Originally joined as an employee of TouchClarity which then was acquired by Omniture in December 2006. Omniture was acquired by Adobe. TouchClarity is now part of the Adobe Target product.

Education

  • Tealium

    Tealium IQ Tag Management

    -

    Tealium IQ training

  • CDO Summer School

    Chief Data Officer training

    -

    Activities and Societies: Study of the challenges, duties and joys a chief data officer (CDO) can experience either as a first, second or later CDO. - data maturity model assessment - master data management - data governance and regulations - stakeholder management, influence and persuasion - data lineage, flows through the organisation and how the data transforms

    This training course was provided by Caroline Carruthers, who was the CDO at National Rail and Peter Jackson, CDO at Southern Water. Both have published a very well reviewed book called the Chief Data Officer's Playbook which became the basis for the CDO Summer School course. I was a student of the very first class Caroline and Peter have delivered. CILIP accreditation is pending and will happen next year.

  • Adam Greco's Adobe Analytics Top Gun Training

    Adobe Analytics

    -

    Activities and Societies:

    Adam Greco is recognised as the world expert with Adobe Analytics, early days Omniture employee, former Director of Web Analytics at Salesforce and at the Chicago Mercantile Exchange. He was then a Partner at Analytics Demystified, a US-based consultancy counting other world-renowned experts and trailblazers in web analytics. Adam Greco only delivers this training in Europe every couple of years. This is a one-day training…

    Adam Greco is recognised as the world expert with Adobe Analytics, early days Omniture employee, former Director of Web Analytics at Salesforce and at the Chicago Mercantile Exchange. He was then a Partner at Analytics Demystified, a US-based consultancy counting other world-renowned experts and trailblazers in web analytics. Adam Greco only delivers this training in Europe every couple of years. This is a one-day training course.

    http://analyticsdemystified.com/adobe-analytics-top-gun-training/

  • Adobe Dynamic Tag Manager (DTM)

    Tag Management

    -

    Official vendor training course. I have also watched over 50 training videos on the vendor's website about DTM prior to taking the course.

  • Adobe Analytics (Omniture)

    SiteCatalyst Implementation Web Analytics

    -

  • MeasureCamp

    Analytics

    -

    Activities and Societies: This an unconference taking place twice a year in London and now all over Europe, some cities in Asia, Australia and the US. For more details about MeasureCamp please follow the link: http://www.measurecamp.org/

    I have attended 35 MeasureCamps in most European capitals but also in Moscow and San Francisco. I always present, run a demo or a discussion. In 2020, MeasureCamp has gone virtual and I was a speaker these events.

    At MeasureCamp London 2019 I had the privilege of giving my first workshop on stakeholder management, persuasion, influence and buy-in.

    I have also attended the following workshops at previous MeasureCamps:

    * Data Storytelling
    * Tag Management Beyond GTM
    *…

    I have attended 35 MeasureCamps in most European capitals but also in Moscow and San Francisco. I always present, run a demo or a discussion. In 2020, MeasureCamp has gone virtual and I was a speaker these events.

    At MeasureCamp London 2019 I had the privilege of giving my first workshop on stakeholder management, persuasion, influence and buy-in.

    I have also attended the following workshops at previous MeasureCamps:

    * Data Storytelling
    * Tag Management Beyond GTM
    * CRO for Agencies & Practitioners
    * Applied Machine Learning
    * Google Tag Manager for Digital Marketers
    * Objectives and KPIs
    * Adobe Analytics advanced analysis
    * Adobe Analytics advanced implementation
    * Data mining and predictive analytics
    * R and the rgoogleanalytics package

  • Coursera and Johns Hopkins University Bloomberg School of Public Health

    Data Science each module passed with distinction so far (100% for each of them)

    -

    * Module 1: The data scientist toolbox
    * Module 2: R
    * Module 3: Getting and cleaning data
    * Module 4: Exploratory data analysis
    * Module 5: Reproducible research
    * Module 6: Statistical inference

    3 more modules to go plus the capstone project

  • Institute of Direct Marketing, Teddington

    Online Marketing

    -

  • Université Nancy 2

    BA Applied Modern Languages and Business

    -

    Activities and Societies: President of the department's student union in my last year, Created a film club as part of the English department student union

Licenses & Certifications

Languages

  • German

    Full professional proficiency

  • English

    Native or bilingual proficiency

  • French

    Native or bilingual proficiency

  • Swedish

    Limited working proficiency

Organizations

  • AADF - Association des Analystes Digitaux Francophones (Society for French-speaking Digital Analysts)

    Member and Benefactor

    - Present

    Society organising MeasureCamp France, the French chapter of the largest conference for web analytics in the world. I have been a speaker at their conferences since 2017.

  • DAMA UK

    Member

    -

    Data Management Association - UK chapter

  • London German Language Meetup

    Organiser

    -

    http://www.meetup.com/german-9/ The London German Language Meetup was founded in 2002, I joined the group as a regular member a few months after moving to London in February 2007. A few months later I became assistant organiser and the organiser offered me to lead the group eventually in May 2008. The membership grew from 1,300 members to over 4,000 members under my leadership. This group has just merged with another group and I am now leading the combined group. This group meets 4 times a…

    http://www.meetup.com/german-9/ The London German Language Meetup was founded in 2002, I joined the group as a regular member a few months after moving to London in February 2007. A few months later I became assistant organiser and the organiser offered me to lead the group eventually in May 2008. The membership grew from 1,300 members to over 4,000 members under my leadership. This group has just merged with another group and I am now leading the combined group. This group meets 4 times a month, the purpose of the group is to practice German together and a few members are native speakers. This group is ideal for either native speakers who are new in town or members who had once a very proficient level and lost through lack of practice. Although the level of German is fairly high, anybody can find someone to speak to at a level they are comfortable at. We regularly have over 50 members attending our events.

  • Digital Analytics Association

    Member

    -

    Membership no 21383451

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