Laura Bennett

Laura is responsible for making sure the numbers a client reports are numbers they can defend. That usually means rebuilding the tracking layer, agreeing on definitions once, and replacing screenshot reporting with a model that recalculates itself. She treats analytics as an operations discipline: repeatable processes, version‑controlled logic and monitoring that catches breakage quickly.

Her work often begins with an inventory of what is being measured and why, followed by a ground‑up tracking plan, server‑side collection with consent handling, and warehouse models that other teams can query safely. She is adamant that dashboards exist to support decisions, not to list metrics, and she designs them to surface anomalies and next steps rather than to decorate quarterly reviews.

Laura is honest about attribution. She explains what a model can and cannot tell you, uses holdout and geo tests to check claims, and aligns definitions with finance so the same story appears in every meeting. When experiments are run, they are pre‑registered with success criteria rather than declared successful after the fact.

On the blog, she writes about measurement governance, test design, identity resolution and the compromises that keep reporting trustworthy when browsers, consent and data silos all work against you. Her posts include concrete artifacts — event taxonomies, model diagrams, data tests — that teams can adapt without starting from a blank page.

Recently she has helped clients migrate to server‑side tagging, implement warehouse‑backed metrics layers with dbt tests, and rebuild executive dashboards that focus on decisions instead of noise. She also leads internal enablement so delivery work is consistent across projects and new hires.

If you are trying to repair trust in the numbers, Laura’s analytics and attribution guides on the NexaMarTech blog show the steps she takes and the pitfalls she avoids — a practical reference for anyone responsible for reporting.