Services - Signal Engineering, Measurement Infrastructure, Advisory

Senior measurement work for marketing, MarTech, and analytics teams - delivered by one practitioner with skin in the game

How I work with teams.

Three categories of engagement for marketing, MarTech, and analytics teams that need senior measurement work - delivered by one practitioner with skin in the game. No account managers, no junior staffing, no slide-deck deliverables - just measurement infrastructure that ships.

Signal Design & Implementation

Define what your business actually needs to measure, then build it properly. This starts with data contracts - explicit specifications of every event, parameter, and identifier - and ends with a production tracking implementation that holds up under engineering scrutiny.

Most "tracking projects" fail because the upstream definitions were never agreed. I run this as a Signal Engineering exercise: business question, measurable signal, implementation, validation.

Core deliverables

  • Event schemas and data contracts as a first-class artifact
  • GA4, Amplitude, or product-analytics implementation against the contract
  • Server-side GTM where data quality, consent, or first-party context demands it
  • Consent Mode v2 and privacy architecture that actually maps to your legal setup
  • Schema validation and monitoring so the contract stays enforced after I leave
Start a conversation

Measurement Infrastructure

Build the pipelines that move signals from collection to activation. This is where most analytics setups stall: events are flowing, but nothing useful is happening downstream. The fix is real data engineering - not Data Studio dashboards on top of GA4.

I design and build warehouse-native measurement systems on Google Cloud: BigQuery as the backbone, Dataform for transformation, server-side GTM for collection, and clean APIs into the activation surfaces (ad platforms, CDPs, ML models) that turn signals into outcomes.

Core deliverables

  • BigQuery + Dataform pipelines for marketing and product data
  • GTM Server-Side infrastructure, including multi-region and data-residency setups
  • Custom collection and enrichment logic in JavaScript, SQL, and Python
  • Enhanced Conversions, offline conversions, value-based bidding signals
  • AI-augmented analysis tooling - conversational analytics, automated validation, agent-ready data
Start a conversation

Advisory, Audits & Training

Independent technical advice for teams making big measurement decisions. I'm not a generalist strategy consultant - I'm the engineer your in-house team calls when the question is "is our setup actually doing what we think it's doing?"

Audits are the most common entry point. They're structured, evidence-based, and end with a prioritized plan - not a 60-slide deck. Training engagements range from team workshops to half-year curricula, including the technical analytics course I teach at IHM Business School.

Core deliverables

  • Measurement audits with prioritized remediation plans
  • Signal Engineering reviews - where are you on the maturity curve, what's the next step
  • KPI and measurement framework development
  • Team upskilling: GA4, GTM, server-side, BigQuery, modern measurement architecture
  • Conference talks and executive workshops
Start a conversation

What Clients Say

"We needed someone to tell us the truth about our web analytics, and Gunnar delivered it with style. His audit confirmed we'd built something solid with Exactag and Google Analytics, and the detail of his analysis made the technical complexity click. His in-depth reports gave us permission to be confident about what our data was telling us."

Thiago Pojda Data Ops Director @ SIXT

"Gunnar joined our team as an embedded data specialist and quickly became a trusted part of our CDP efforts. He led the integration of key data sources, including Playable and Iterable, into our Segment setup and helped migrate our legacy customer database into Google Cloud. Technical, reliable, and a great collaborator throughout."

Fadrique Avalle-Arce Chapter Lead MarTech @ DFDS

"As part of our transition from Universal Analytics to GA4, we worked with Gunnar Griese to run internal workshops and training sessions for both specialists and business users. Gunnar has an impressive depth of knowledge in Google Analytics and combines strong technical skills with the ability to communicate complex topics in a clear and accessible way. His contribution made a real difference to our organisation's understanding and use of GA4. I can wholeheartedly recommend Gunnar to other companies facing similar challenges."

Dennis Vesti Brorsen Data & Intelligence Director @ JFM

"Gunnar is a 'thesis of excellence' in relation to all things Google Analytics, GTM and almost all surrounded tech. I have the utmost trust in his work as well as the structure of the same."

Stefan Bovien Nielsen Digital Commerce Lead @ Comwell Hotels

"Gunnar has been part of our extended team for a long time. As our go-to measurement specialist, he's implemented server-side GTM and Mixpanel for our clients and continues to be the person we turn to whenever a complex tracking challenge comes up. Knowledgeable, dependable, and seamlessly integrated into how we work."

Rafael Zincke Executive Partner @ Heyra

"We brought Gunnar in to help us investigate a complex signal discrepancy in our LTV prediction system for one of our clients. He conducted a thorough, structured analysis of our data pipelines and API integrations, quickly getting to the bottom of what was happening. He confirmed our implementation was sound and clearly identified the root causes. His work gave us and our client the confidence we needed. Exactly the kind of specialist you want on a technically nuanced problem."

Brian Brost Co-founder & CPTO @ Churney

"Working with Gunnar has been instrumental in levelling up our data capabilities across the board. He led the implementation of our GA4 setup, trained our team to maximize its potential, and then helped us build a Marketing Data Warehouse in BigQuery using Dataform as a solid, scalable foundation for our data. The Looker Studio reporting he set up on top of that has made our data genuinely actionable for the wider team. Beyond the technical delivery, Gunnar has been a trusted sparring partner on how we think about and use data strategically. Highly recommended."

Karri Durchmann Head of Digital @ Beely