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Our Team

We help our clients to achieve data enablement


businesses helped

We are Fabric Analytics. We are an agency specialising in data, analytics and website experience.

We approach our solutions as a true partner and operate as an extension of your team all while building a culture based on simplicity, innovation and honesty.

We are a dedicated analytics agency that specialise in helping our clients weave data into the heart of their business.

We focus on data collection, measurement, privacy and activation primarily using the Google Marketing Platform.

Data enablement is the practice of empowering your business to understand and harness the power of data and analytics.

We want to be your partner in navigating this ever changing and complex data ecosystem. Our data enablement approach allows you to turn users into customers.

Our values

Partnership vs supplier

We spend time understanding your customers and business. We act as an extension of your team to help jointly achieve goals. We demand deep integration, not just transactional relationships with our clients. All the team no matter what level will operate in this way.

Honest and transparency

Our model is simple – Fully transparent based on hours of time from our experienced and talented teams. You’ll only pay for hours that drive your business forward as we promote self sufficiency for all of our clients.

Drive value with data

We fundamentally believe in data enablement across every business we work with. We have an unrelenting passion in helping our clients get the most from their data, technology to achieve their goals. We’re excited about the future of technology and the advancements it can bring for businesses

Excitement and curiosity

We appreciate that analytics can be dry for some, but not for us. We LOVE it. We’re always high energy, passionate and ready to jump into your business. We’re a technically gifted agency but it brings us joy to translate this into actual improvement in business performance.

Our team

Dan Wigley


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Dan has over 15 years’ experience in data, web analytics and website experience. At Fabric he’s responsible for our clients, strategy and partnerships.

The only thing Dan loves more than this industry is basketball and delicious food.

Ric Riley


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Ric has over 20 years’ experience in website development, analytics and CRO. At Fabric he’s responsible for CRO and technical delivery.

He’s also a coffee aficionado and avid Manchester United fan.

Dave Lucas


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Dave co-founded a media agency in Manchester in 1994. Under Dave’s leadership, Mediavest Manchester enjoyed sustained growth over the next 17 years, becoming the UK’s largest owned media communications business.

Matt has been working in digital marketing and specifically in Data & Analytics for 15 years. He has worked in-house, public sector and agency across many different verticals.
Matt has two young children and so spends his time away from work visiting playgrounds and soft play.

Matt Hallett

Analytics Lead

Mikolaj combines his expertise in CRO with a background in web development, bringing a wealth of knowledge to every project. With a strong foundation in GA4 analytics, he excels in optimizing website performance and driving conversions.

Mikolaj Kowalski

CRO Executive

Phil has over 20 years experience in Data, CRO and Analytics, delivering bespoke solutions to clients in various industry verticals both client and agency side.

He’s also and an avid skier and scuba diver in his spare time.

Phil Bate

Technical Lead

Having been a primary school teacher and senior leader for 16 years, organisation and keeping everything in line is Sheryl’s forte. Passionate about wellbeing in the workplace.
Outside of work, she loves nothing more than going on days out with her two energetic boys!

Sheryl Riley

Operations Director

Tom is experienced in GA4 and GTM with a background in software testing and digital agencies. Tom’s responsibilities at Fabric Analytics involve tag management and implementation, GA4 reporting and event testing.

Tom Davis

Senior Analytics Executive

Zahid brings 7 years of CRO and front-end development experience to the table, having worn many hats – CRO developer, web developer and CRO specialist. He thrives on using A/B testing tools to bring website optimization ideas to life.

Zahid Hossain

Senior CRO Executive

David has been working in the digital industry since 2012 and has been tinkering under the hood of GA since you needed Regex to filter anything! He’s seen UA come and go, and now spends his time helping clients understand how best to make the most of GA4.

Outside of work he’s a passionate analogue photographer and father of two.

David Beatty

Senior Analytics Manager


From the Co-Founders

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We are a dedicated analytics and CRO agency that specialise in helping our clients weave data into the heart of their business.

If you feel like we could be a good fit for your business please do not hesitate to get in touch.