Emma runs her own web analytics consultancy, Per4mance Insight, and is also Head of Analytics at WSports, an early stage start-up creating a digital media platform to promote women’s sport. Emma’s been in digital marketing since 2000 and has worked with both agencies and clients across a wide range of industry sectors. Her main focus is to help clients marry a good understanding of their customers’ behaviour with maximising revenue through data. She understands the crucial role analytics plays in the commercial decisions businesses of all sizes have to make. Clients have included British Airways, Newsflare and Webcredible.