Hi, I’m usman.
I’ve worked across analytics, CRO, paid media, SEO and digital strategy, which has given me a perspective on how measurement connects with the wider marketing picture.
Over time, I found myself increasingly drawn to the technical and analytical side - figuring out why tracking wasn’t working, making sense of messy data, and turning it into something businesses could genuinely use.
That eventually became Data Terminus.
Today, I work with businesses and agencies across analytics, tracking, CRO and performance marketing, from GA4 and GTM implementations to server-side tracking, experimentation and campaign measurement.
I’m also training to become a mental health counsellor, which turns out to be another way to understand how people think and make decisions. Hopefully I can help them optimise their lives a little, too.
our Approach
Good marketing should be measurable, understandable and always improving.
We start by understanding how your business works, where your customers come from, what you need to measure and where the gaps are. From there, we build practical solutions around your goals - whether that means improving paid campaigns, fixing tracking or testing ideas to increase conversions.
1. Specialist, not complicated
We’re comfortable getting into the technical detail, but you shouldn’t need to be. Our job is to make complex measurement and optimisation clear and manageable.
2. Built around your business
There’s no one-size-fits-all setup. We focus on what will actually be useful for your team rather than adding tools, dashboards or tracking for the sake of it.
3. Focused on what happens next
Data, campaigns and experiments are only valuable if they lead somewhere. We connect our work back to better decisions, stronger performance and a clearer understanding of what’s working.
A Small Team, Broader Expertise
Data Terminus is supported by a small core team, alongside trusted specialists across the industry when a project needs additional expertise.
That means we can stay focused and flexible while bringing in the right people for areas such as development, paid media, design or other specialist work without adding unnecessary layers between you and the people doing the work.