Insight Labs
    Focus Areas

    Where I Focus

    Over the past seven years, I have worked with around 100 clients and partners across many industries. I value that breadth. But some journeys—and some relationships—have become especially meaningful to me.

    Today, I am choosing to focus more deeply on Higher Education, Healthcare, Pet Brands, and Agency Partnerships: work where clearer data, stronger experiences, and better decisions can create value that extends far beyond a single conversion.

    Higher Education

    Enrollment Journey Optimization

    Help prospective students move from first interest to inquiry, application, admission, and matriculation with more clarity and less friction.

    Explore Higher Education
    Healthcare

    Patient Journey Optimization

    Make it easier for people to understand their options, build confidence, request care, attend appointments, and begin treatment.

    Explore Healthcare
    Pet Brands

    Pet Customer Journey Optimization

    Turn hard-won attention into confident first purchases, healthier recurring relationships, and stronger customer understanding.

    Explore Pet Brands
    Agency Partnerships

    Embedded Analytics and Optimization

    Add the measurement, insight, and experimentation layer that helps partner agencies make their client work stronger.

    Explore Agency Partnerships
    The Method

    One Method. Different Journeys.

    The context changes. The underlying work does not. We begin with evidence, identify the highest-value questions, improve the right part of the journey, and learn from what happens next.

    01

    Measure

    Make sure the signals you need can be trusted.

    02

    Understand

    Combine performance data, behavior, feedback, and context.

    03

    Prioritize

    Focus on the highest-value opportunity rather than a long wish list.

    04

    Improve

    Clarify the offer, reduce friction, strengthen the handoff, or test a better path.

    05

    Evaluate

    Learn what moved, for whom, and why.

    06

    Repeat

    Turn the learning into the next priority.

    Client & Partner Words

    Trusted Across Focus Areas

    Freshpet logo

    "A fantastic collaborator and a whiz when it comes to any sort of metrics, analytics, and data challenges you may be facing."

    SE
    Steve Elwell
    Head of Digital Platforms, Freshpet
    Arculus logo

    "I worked with a lot of analytics partners and Erol was by far the best. I highly recommend him."

    AG
    Arden Goldstein
    Director of Growth Marketing, Arculus
    Kori Krill Oil logo

    "He's been so helpful in providing insights and in-depth analyses on our Kori business. Loved working with him and know he'll continue to thrive."

    CA
    Chrissy Arsenault
    Director of Marketing, Kori Krill Oil

    "If you are looking for an optimization expert, you have found your guy. I have no doubt if you work with him, he'll have a positive impact on your business."

    BG
    Bill Greider
    Principal Consultant, Hartford Marketing
    National University of Health Sciences logo

    "We started with a small audit and it's turned into one of the most valuable partnerships we have. Erol got our measurement right first, built dashboards we actually use, and now the monthly analysis is something my team, our sales team, and our agency partners all wait for. He doesn't just hand over numbers; he tells us what to do about them. Two years in, I have no plans to stop."

    ND
    Neha Dhuper
    Director of Marketing, National University of Health Sciences
    National University of Health Sciences logo

    "I come to our monthly calls with a list of questions and I always leave with more than I asked for. Erol makes the data make sense, and he's patient about it; I've learned a huge amount just sitting in those sessions. The findings don't sit in a deck either. We implement them, and I end up sharing them across the university."

    AD
    Ashley Duda
    Associate Director of Marketing & Communications, National University of Health Sciences
    DiscoverICL logo

    "Erol ran analytics across more than twenty of our sites worldwide for over four years. He ensured our measurement was clean, ran the testing program, and the segmentation work he did changed how we thought about acquisition; we rebuilt UI and site structure off the back of it. Always there when we needed him and a reliable expert to help close our analytics and data knowledge and execution gaps."

    RB
    Ryan Black
    Global Marketing Director, DiscoverICL
    ZENB logo

    "Erol was a trusted analytics partner. I could bring him hard questions and know we would come away with answers we could act on. He always started with data fidelity, making sure the tracking and inputs were right before drawing conclusions. He consistently delivered on the remit and then went above and beyond, layering in additional views and capabilities that built on the vision we had outlined and allowed us to dig even deeper."

    JW
    Jordan Witkow
    Vice President, eCommerce, ZENB
    Digital Surgeons logo

    "As an entrepreneur, one of the best parts of building businesses is watching great people go build their own. Erol led analytics at Digital Surgeons for four years and was someone I trusted in the room with our toughest, most demanding clients. Data is the currency of the future, and Erol is one of the few people I trust to handle it with real care, craft, and integrity. When he launched his own practice, our relationship didn’t end. It evolved. Three years later, we’re still partnering, still bringing him into important work, and proud to have him alongside us."

    PS
    Pete Sena
    Founder / Executive Chairman, Digital Surgeons
    Strategic Angles logo

    "Erol and I came into a client from opposite ends; I bring the Salesforce side, he brings the analytics and insight, and the two fit together better than either would alone. He's generous with what he knows and genuinely curious about what I know. The client gets the benefit of that."

    MA
    Mallory Angles
    CEO, Strategic Angles
    Grounded World logo

    "We brought Erol in for our own analytics and it's grown into something bigger. He now works alongside us on our clients. He adds the measurement, funnel and optimization layer to what we already do well, and it makes the whole offer stronger. Nearly two years in, he feels like part of the team rather than a vendor."

    PW
    Phil White
    Co-founder, Grounded World
    Grounded World logo

    "Our monthly calls with Erol are a highlight. We test things, we change things, we push back on each other, and we laugh a lot, and the work is better for it. He's serious about the craft and easy about everything else, which is a rare combination in this business."

    MD
    Matt Deasy
    Strategist, Grounded World

    "I’ve been sending clients to Erol for 3 years. I trust him to deliver, present, and own important relationships. He is my go to for all things analytics."

    GH
    Grant Hushek
    Founder, GrantBot
    Digital Surgeons logo

    "Erol was our analytics leader for four years and one of the people I never had to think twice about. He did the work, he kept clients happy, and he was a replacement for doubt. Still is, every time we talk."

    DS
    David Salinas
    Co-founder, Digital Surgeons
    Kori Krill Oil logo

    "Erol set up our tracking and turned it into analysis we could actually run the business on. What I appreciated most was that he cared whether we acted on it. He'd follow an insight through instead of dropping a report and moving on. A brilliant analytical mind and a genuinely good person to work with."

    MC
    Michael Conti
    Marketing Director, Kori Krill Oil
    DiscoverICL logo

    "Erol handled the implementation side properly, Segment, Google Analytics, Tag Manager across more than twenty sites, and then made that data useful with ongoing testing and analysis. He was the person I went to with the awkward questions nobody else could answer. Strong technically, and clear when he explains it."

    JN
    Jay Ng
    Senior Manager, Global Digital Marketing, DiscoverICL

    "Erol came to us through a referral and delivered on both projects we gave him. The dashboard he built is one we now use across our client base. Straightforward to work with, and he does what he says he'll do."

    RT
    Ryan Turner
    Co-owner, 3 Prime
    Freshpet logo

    "Working with Erol on the relaunch of freshpet.com was a great experience. He helped us dig into metrics that were historically missing from reporting, and gave us recommendations on how to leverage important details for design that would impact things like SEO and CVR. He was always fun to have on calls as well. I highly recommend working with Erol!"

    MC
    Maureen Cooley
    Associate Creative Director, Freshpet

    A Better Journey Starts with a Better Question.

    If you are trying to understand where demand is leaking, where trust is breaking down, or which improvement should come first, let's compare notes.