Biography
David McMillan: Our Senior Performance Analyst
David runs the numbers for our clients here at Metric Edge Consultancy. He's the one who digs deep into your marketing data to figure out what's really working and, more importantly, what isn't. He makes sure every pound you spend on advertising is doing its job properly. He doesn't just look at clicks; he looks at sales, leads, and genuine business growth.
Before joining us, David spent over 15 years in marketing analysis, working with all sorts of businesses, from local North East shops to bigger UK-wide operations. He's seen it all – good campaigns, bad campaigns, and everything in between. This experience gives him a sharp eye for detail and a knack for spotting opportunities most people miss. He's not interested in complicated reports; he gives you the straight facts you need to make decisions.
His approach is pretty simple: measure everything that matters. David sets up tracking, analyses campaign performance, and gives you clear, actionable advice. He's great at explaining complex data in a way that makes sense to anyone, even if you're not a marketing expert. His goal is always to improve your return on investment – that's the core of what we do here.
David specialises in paid advertising channels like Google Ads and social media campaigns, but his real strength is understanding how all your marketing efforts fit together. He's often the person who connects the dots between different data sources, showing you where the real money is being made or lost. He's a big believer in steady, measurable improvements over flashy, short-lived campaigns.
When he's not neck-deep in spreadsheets, David enjoys a good walk along the Northumberland coast, usually with his border collie, Bob. He's also a keen supporter of Newcastle United, for better or worse. He brings that same dedication and down-to-earth honesty to his work, ensuring our clients always get practical, no-nonsense insights.