What is Andy Futcher
Digital Analytics @HBF Health.Beyond a broad and eclectic mix of technical skills that dominate my skill set, I too possess an approachable and knowledgeable demeanor that helps me translate my technical know-how and enthusiasm across a broad vernacular.
Data Analyst specialising in Digital Data
As a digital analytics consultant for HBF I develop and maintain the business capabilities around two core requirements; canonical Digital Analytics data collection via a first-party data layer and building an attribution model offering a unified digital view of our member activities. These help us not only provide a better experience to the average member but also help us understand the most vulnerable people in our community, ergo focusing our attention on those who need us most.
I offer this by streamlining the implementation of digital technologies (GA360 suite, GTM, Firebase, BigQuery, Adobe Analytics, Salesforce DMP and others) within various BAU and transformation squads across all digital workstreams, delivering on end-to-end expectations. Once successfully maturing our descriptive and reflexive analytics capabilities I have been instrumental in developing reporting prototypes in Tableau and Datastudio to coach various business departments on developing in-house prescriptive analytics, understanding data definitions & articulation of the actionable insights to the executive committee.
Further increasing the extensibility of our omnichannel capabilities I designed the on-prem data warehousing solutions for all analytics data storage and user-level aggregation. Using SAS Enterprise Guide, BigQuery and Google APIv4 I build the template projects which enable our BI (Business Intelligence) squads to fold and stitch together digital analytics data with other datasets in the data warehouse, driving forward our capabilities around a unified customer view.
Why HBF Health, since 2016?
HBF Health is a grassroots Western Australia institution and not for profit health insurer for over 80 years. I am proud to be part of HBF as a member of the WA community. By championing forward thinking in an organisation focused on helping Australians health I feel like what I do really makes a difference.
Skills Summary & Competencies
- Digital Analytics (DA)
- Google Analytics 360 (GA360)
- Google Tag Manager 360 (GTM) & Google Optimize 360 (GO)
- Google Firebase, various App Analytics Frameworks (Atlassian, React Native)
- Google Datastudio (DS) for BQ and Social Traffic Data Viz
- Paid Digital Marketing / Traffic Trading Platforms
- Google Ads (AdWords,) Google Display Network (gDN)
- Search Ads 360 (SA360) & Display & Video Ads 360 (DV360)
- Double-click for Advertisers (DFA) & Double-click bidding manager (DBM)
- Full Google Marketing Platform (GMP) Integration
- Unified Customer View, User Attribution & Session Sitching via BigQuery
- Closed Loop Digital Marketing Strategies
- Monetisation / AdSense & Digital Publishing
- Other Data Management Platforms (DMP)
- Adobe Analytics (AA), Omniture, Dynamic Tag Manager (DTM)
- Email Direct Marketing (eDM)
- Salesforce DMP Integration
- Cloud Platforms
- Amazon Web Services (AWS)
- Google Cloud Platform (GCP)
- Search Engine Optimisation (SEO)
- Website Frameworks (JS Frameworks, HTML)
- CMS (Sitecore, Open Source Alternatives)
- Data Driven & Data Viz (Tableau, Datastudio, SAS)
- Digital Reputation Management
- Fraud Mitigation / Web Robots
- Customer Relationship Managers (CRM) / Customer Data Patforms (CDP)
- Digital Integration / Point of Sale Integration
- Software Engineering / Solution Prototyping
- End-to-End Development / Solution Architecture
- Internet Typography / Web Standards
- Agile frameworks & Project Mangament (Atlassian Jira+Confluence)
- Open Source
- Linux Servers
- Apache Webservers
- C Based Scripting Languages
