Our Approach to Digital Analytics

Data Tribe is a new company with a fresh outlook for today’s data-driven business era.  Established in 2015, one of our core values is that data needs respect. Poor tracking leads to incomplete or bad data.  Bad data leads to uncertainty and bad decisions.  That’s why when we set up tracking, our quality threshold is the 3 Rs:

  1. Relevance – Deliver data that is relevant to our clients’ objectives, strategies and tactics; and just as importantly, don’t deliver data that is of little importance and only serves to hide the important stuff.
  2. Reliability – Ensure data can be relied on, so that there is ongoing trust in the data throughout the organisation, and so that decisions made on the back of the data are good decisions.
  3. Resilience – Provide an implementation that lasts and doesn’t stop working when minor optimisation tweaks are made to the site.

We understand how important data is because we want it to be used at a strategic level.   Our implementations therefore require a certain amount of courage and strength of conviction.  We have the confidence to speak to C-level and marketing executives to get a deep understanding of what they trying to achieve in the digital space and how.  We can also speak to a client’s IS team or external developers using their terminology.  These skills enable us to work as translators and go-betweens to deliver the requirements the organisation needs.

Whilst the company is new, the web analytics experience of our people spans back to 2005 and includes web analytics work for many of NZ’s best known websites and established brands.  These include Trade  Me, Farmers, Southern Cross Health Society, AA Insurance, Briscoes, Warehouse Stationery, Auckland Airport, amongst many others.  This experience has given us the wisdom to know what a great web analytics implementation looks like.


Nick Guebhard
Analytics Director


Nick is the founder of Data Tribe and a senior digital analytics consultant.  His experience with web analytics goes back to 2005 and includes creating and implementing digital analytics strategies for many of NZ’s largest websites.  Nick enjoys consulting to clients, working with Google Tag Manager, and extracting actionable insights from data.


Nick’s analytics experience started client-side in 2005 when he managed a UK-based travel website and set up a server-side log-file analytics system.

He then started using Google Analytics in 2007, where he headed up analytics delivery at Auckland-based search marketing agency, SureFire.  Whilst there, he was point man on the team that won the Marketing Association “Best Use of Search” award for SEO work on the TVNZ site.

Nick has worked on analytics strategies and implementations for many of New Zealand’s household brand names, including Southern Cross, Farmers, Warehouse Stationery, Trade Me, Noel Leeming, Barfoot & Thompson, and many others.  This experience has gained him some speaker roles on analytics and he organised the Auckland chapter of the Web Analytics Wednesday for 2 years from 2015 to 2017.

Nick graduated with an M.A. in Management Studies (distinction) from Kingston University, London.

Connect, join the tribe and make your web analytics work for you!


testimonials and clients we've worked with
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