Twelve years of getting the numbers right.

What I do

At Freshworks I lead analytics for the brand and web side of the business. That means making sure the data behind websites, campaigns and content is collected correctly, consented properly, modeled in BigQuery and reported in a way that supports real decisions.

Before Freshworks, I spent years in enterprise analytics for global brands, including Ford, Whirlpool and Hush Puppies. That work taught me how measurement behaves at scale: many teams, many tags and many ways for numbers to quietly drift.

How I think about measurement

• Every number must be explainable. If you cannot trace a metric back to the event that produced it, you should not trust it.
• Design the data layer first. Tags are easy. A well designed data layer is what keeps tracking stable for years.
• Consent is part of the architecture. It starts at the banner, not at the end.
• Search is changing. Measuring AI search visibility is now part of web analytics.

Credentials

• CXL Certified Digital Analyst
• AI and ML certification, IIT Madras
• 12+ years in digital analytics

Tools I work with

Google Analytics 4, Google Tag Manager and server-side tagging, BigQuery, Looker Studio, Google Search Console, Consent Mode and Vertex AI.

Writing and community

I write weekly in Insights about what I learn, and I enjoy meeting the people behind the tools. See the Field Notes for conferences and meetups, from brightonSEO to a conversation with Krista Seiden.