Jack Hobbs - Digital Analytics & Martech Consultant

Take a peek under the hood.

consent: 0 events

Interact with the page to see your own events fire in real time.

No cookies or identifiers until you allow it: the GA4 ping you see is Consent Mode working as designed. Watch every event come and go in real time.

The Work Stuff

Implementation

GTM and server-side, GA4, Amplitude, Adobe, wired correctly the first time, with a taxonomy clean enough for whatever's built on top of it next, AI included.

Tracking audits

Find where the data quietly lies before it costs a decision that mattered.

CDP and activation

Segment, Braze, Tealium. Events that mean exactly what they say downstream.

Consent and privacy

Consent Mode and CDP governance wired so compliance and data quality hold together.

The Receipts

~$170K / yr

A major property portal - removed redundant legacy tracking across mobile apps

Tealium already covered lifecycle tracking end to end, so the native Adobe Analytics SDK was pure bloat. I replicated its lifecycle events in Tealium, planned the deprecation, and confirmed prod reporting held, cutting roughly 5 billion redundant events a year, worth ~$170K/yr in contract savings.

~400 → ~60 schemas

The same major property portal - built a self-serve event tracking framework

Consolidated ~400 inconsistent, bespoke event schemas into a modular framework of ~60 event and context schemas, stress-tested across the portal's brands and built out in GitHub with full documentation. Onboarded the in-house tracking team to own it, and set up clean, scalable context for the next phase: an AI-powered tracking recommendation wizard.

2 months

A global travel brand - full Amplitude build

Implementation including session replay, a KPI-led event taxonomy, testing plan, and a 5am production rollout to minimise disruption.

Projects

Mind the Map: a free geography tutor

Flags, capitals, languages and map locations for all 194 countries, drilled with spaced repetition. Free, no account.

About

I'm a digital analytics and martech consultant, currently Senior Martech and Analytics Architect at Mangrove Digital. These days my core focus is mostly Amplitude and Braze, with plenty of GA4, GTM, Adobe, Tealium, Segment, server-side and consent along the way.

I studied maths and psychology at uni, which turned out to be ideal preparation as I find that my work usually sits at the intersection of numbers and human behaviour.

I'm really enjoying integrating and augmenting my work with AI, having built my own harness and workflows as well as MCPs and processes to support my colleagues. In that vein, this site's core infrastructure and analytics were built and orchestrated entirely by AI, through my own agentic harness and direction. It doubles as a sandbox: a space where I test different AI tooling with full visibility and control over what it touches.