Senior Consultant
As a Senior Consultant in Novicell's BI team, I delivered a data layer and standard extractions for Dugout, based on raw Google Analytics data in a BigQuery setup, so the management could obtain a consistent analysis foundation with a focus on traffic, user behavior, and engagement, although the further expansion into a full reporting platform was not realized during the period.
Other parameters: Scope: Full time; Employment type: Permanent; Location and work style (Aug to Dec): Hybrid, delivery performed from Novicell's London setup on Chancery Lane, with three days in London per week, one to two days at Novicell's office in Aarhus, and the rest from home in Skive; Location and work style (Jan to Apr): Primarily Aarhus, with occasional home-working days, approximately four days in the office and one day at home per week.
The purpose was to give the management at Dugout a stable analysis foundation based on Google Analytics, with a focus on traffic, user behavior, and engagement, allowing product development to be followed without depending on ad hoc extractions and standalone analyses.
The task was solved as a data layer in BigQuery with standard extractions on top, where raw Google Analytics data was structured so that the most important KPIs and behavioral data could be delivered in a uniform format that was easy to reuse in further reporting.
I managed to establish the data layer and standard extractions, but the further expansion into a full reporting platform was not realized during the period, so the delivery was consciously focused on getting the foundation in place.
In the Aarhus period after the London delivery, I assisted the BI team with other tasks where MS SQL Server and Azure SQL Database were relevant parts of the work, without these being linked to the Dugout delivery.
Novicell is a digital consulting house working with business development, technology, and marketing. They help Danish and international companies with digital solutions including web, e-commerce, IT architecture, and data-driven efforts, where analysis and data foundations are often used to support decisions and prioritization.
Dugout was a digital football media platform that produced and distributed video content focused on clubs and fans, known for working with professional football content and distribution across channels where the focus was engagement and fan experience.