An independent measurement practitioner. Embedded delivery, Signal Engineering, and a strong opinion about where analytics is going next.
I'm Gunnar Griese. I work with in-house teams as an embedded engineer for measurement - designing event schemas, building warehouse-native pipelines, and shipping the infrastructure that turns user behavior into signals modern systems can act on.
Based in Copenhagen. Working internationally. Operating as an independent practitioner, with engagements routed through 8-bit-sheep.
Three things I work from
1. Measurement is engineering, not reporting. The interesting work happens upstream of the dashboard - in event design, data contracts, pipelines, and the systems that keep signals trustworthy as the product changes.
2. Marketing measurement is becoming a machine-to-machine problem. Ad platforms, predictive bidding models, and AI agents are now the primary consumers of marketing analytics output. Measurement built only for marketing dashboards doesn't feed these systems well - and the gap between teams who've made this shift and teams who haven't is widening fast.
3. Embedded beats advisory. The best measurement work happens when the engineer is in the same Slack channel, the same repo, and the same standup as the team. Slide-deck consulting is for problems that don't matter.
I call this approach Signal Engineering, and it's the through-line in everything I do - implementations, audits, training, and the talks I give at Superweek, MeasureCamp, and the Digital Analytics Summit.
Background
Before going independent, I spent years at the leading digital analytics agencies in Germany (TRKKN) and Denmark (IIH Nordic), consulting enterprise clients on measurement architecture. I'm a Google Cloud Certified Professional Data Engineer and have expert experience across the Google measurement stack - GA4, GTM, server-side GTM, BigQuery, Dataform - with deep knowledge of Amplitude, Mixpanel, Segment, and Piwik Pro where they fit the problem better.
Beyond client work
I teach Technical Digital Analytics at IHM Business School in Malmö. I co-organize Kodbyen AI Sessions, a monthly practitioner meetup in Copenhagen for analytics and AI engineers. I write here on my blog and speak regularly at international conferences.
See if we're a fit
If you're considering a measurement engagement - implementation, audit, infrastructure build, or training - the fastest way to find out is a 30-minute conversation.