Our Team
We help our clients to achieve data enablement
150+
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
Co-Founder
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
Co-Founder
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
Chair
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.
Adam is the Growth Lead at Fabric Analytics, focusing on driving growth and client success. With 10+ years experience, Adam’s expertise lies in consulting with brands to turn complex needs into actionable strategies, enhancing client acquisition and retention while maximising the impact of their investments.
Away from work, Adam is busy following orders from his boss—Penelope, his daughter. In between soft play and swimming, he sneaks in a bit of football whenever the tiny boss permits.
Adam Walker
Growth Lead
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
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
Christine Bookless
CRO 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
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
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
Senior CRO Executive
Arron Dickens
Senior Analytics Manager
Dan Tse
Analytics Executive
Videos
From the Co-Founders
Want to Join Us?
Get in touch
Connect with us
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.
