My Approach
I Work in the Messy Middle
I'm Angela (a.k.a Angelytics) — a data analyst who turns tangled questions into insight you can act on. I live in that messy space between raw data and real decisions, helping teams uncover what matters, build tools that actually get used, and move forward with clarity.
Why I Do What I Do
Data should help people, not overwhelm them. My favorite kind of work starts with someone saying:
“We've got a ton of data… but we don't know what to do with it.”
That's where I come in. I ask the right questions, wrangle the chaos, and shape stories from numbers. The outcome?
- Dashboards that drive action
- Surveys that reveal the why
- Reports that clarify, not confuse
- Insights people actually use
What I Bring to the Table
I combine technical fluency with real-world strategy, backed by experience in marketing, programming, analytics, and coaching. My brain likes patterns. My work thrives on purpose.
Core Capabilities
- Data wrangling, cleaning, modeling
- Forecasting & attribution
- Customer journey & behavioral analysis
- Campaign lift measurement
- Survey design & interpretation
- Dashboard design (Tableau, Looker Studio, Cognos, Excel)
- SQL, Excel, Python, GA4, GTM
How I Work
Curious. Collaborative. Clear. Always aiming to make data easier to act on. A previous client has said it better than I could:
"What [Angela] delivers is far greater than standard reporting on advertising metrics or simply building a 'real time' dashboard. [Angela] provides a dynamic perspective on our business that is grounded in our unique definition of success. This approach not only requires a passion for our business and great analytics capabilities it also requires an inherent curiosity and nimbleness that few can match. Without a doubt, our results, and the confidence we bring to our decision-making has been greatly improved as a result."
My Successes
Case Studies That Made a Difference
My Other Life
Skills I've Picked Up Along the Way
Coaching Makes Me Better at All of This
I've spent years coaching youth soccer. It's shaped how I lead, communicate, and adapt.
- I give clear, constructive feedback
- I adjust my message depending on the audience
- I read the room (and the sideline, and the data)
- I believe people grow with the right balance of structure and freedom
- I've had to have the tough conversations
Coaching isn't separate from my work. It's part of what makes me good at it.
Useful Skills from My Past Life
Before going all-in on data, I earned a degree in accounting, built websites, ran SEO audits, and trained teams on digital best practices. I don't focus on this as much, but this background still shapes how I think.
- Accounting trained (I understand ROI, risk, and how business decisions get made)
- Built and maintained 40+ websites
- Led 20+ SEO audits (page speed, content, accessibility)
- Trained 25+ teams on web best practices and GA/GTM setup
- Deep understanding of UX, accessibility, CMS workflows, and the weird reality of how websites behave
- Educated on maintain accessibility for various audiences
It means I don't just deliver insights. I also know how to implement them.
Happy to Chat!
If you're looking for a strategic data partner, someone who can untangle messy inputs, bring order to chaos, and deliver real, business-focused insight, I'd love to connect.
- Determination
- Dependability
- Integrity
- Organization
- Problem-solving
- Critical-thinking
- Endurance
- Adaptability
- Attentiveness
- Efficiency