After leaving Google in 2008, Brian initially followed the customary consultancy path of helping enterprises achieve digital transformation – based on data of course. His goal was to provide smart insights and strategic advice that would significantly boost a business’s performance online. Good idea! However, says Brian, “Despite my reputation, I was constantly pushed back by senior management when it came to proposing change. They simply did not trust their data. So, I circled back and started systematically auditing Google Analytics setups in order to establish what level the data quality was at. This story brings together some of the extraordinary findings of my work, with results that are somewhat shocking. It also changed my career path.”