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Analytics & data

The Lane’s website team are steeped in data science, machine learning and the full collection of Google products, from Google Analytics, Tag Manager and Data Studio to the Google Marketing platform.

We offer a suite of data services designed to give you a competitive edge using data, whether it’s helping to solve a complex business problem, surfacing customer insights, or combining multiple data sources to create a single source of truth for your business.

In a nutshell, we’ll help you make sense of your data and unlock opportunities to:

  • Improve operational efficiency
  • Develop new insights into customer behaviour
  • Unlock new ways to personalise your marketing communications

If this is a new way of thinking for your business, the expertise of our team will make the shift to a data-centric approach that much easier to understand and handle. Ultimately, harnessing the power of data means you’ll have a more evidence-based rationale when it comes to making and justifying marketing decisions.

Website analytics

  • Measurement models & data strategy
  • Google Tag Manager custom configuration
  • Data visualisations via Google Data Studio
  • Ecommerce analytics
  • Customer feedback collection & reporting

A/B & multi-variate testing

  • Settle arguments about which layout will be most effective by putting two (or more) designs to the test


  • Multi-channel attribution modelling
  • Custom attribution model creation

Customer database analysis

  • Lifetime value (LTV) reporting & analysis
  • Average order gap analysis
  • Recency, Frequency & Monetary (RFM) modelling
  • Segmentation, profiling and propensity modelling
  • Customer lifecycle analysis

Contact Us

Give us a call, or complete the form. We’ll put the kettle on and by the time you get here we’ll already be thinking about your business.

+44 (0)131 551 7777