I’m Ankush Agarwal, a digital strategist and analytics architect. For more than two decades I’ve built the measurement and growth systems that help brands understand their customers and scale digital growth with precision and confidence.
The common thread in my work is turning complex digital ecosystems into clear, actionable systems. A good measurement system answers three questions for a team: who are our customers, what should we measure, and where should we invest next. I aim to make those answers trustworthy, shared across the organization, and simple enough to use every week.
I’ve done this work both in-house and through a digital agency, for e-commerce and other high-growth organizations (you’ll find some of the brands below). I also share what I’ve learned through writing and teaching, including my book, The First $10K E-Commerce Roadmap.
What I do
I build enterprise-grade tagging frameworks, KPI systems, marketing mix models and performance marketing engines for e-commerce and high-growth organizations. The work covers the whole path from raw data to decisions: capturing customer activity cleanly and consistently, defining and governing the KPIs that matter, estimating which channels truly drive results, understanding how customers behave across their journeys, and validating ideas with controlled experiments.
I pair that technical depth with practical marketing strategy focused on funnels, acquisition and conversion optimization, so that measurement leads to growth rather than just reports. Each discipline supports the next: accurate data feeds reliable KPIs, which feed attribution and experimentation, which in turn guide where to invest. Here is what that looks like in practice:
- Tagging frameworks and tag management architecture, including Tealium iQ
- Cross-channel KPI modeling and reporting
- Marketing mix modeling and MMM-driven attribution
- Behavioral analytics pipelines
- Experimentation on A/B testing platforms to validate insights and optimize customer experiences
- Funnel, acquisition and conversion strategy for e-commerce
Each area has its own page covering the problems it solves, my approach, deliverables and common questions. Start from the Expertise section.
Brands I’ve worked with
I’ve worked both in-house and on client projects through a digital agency. Here are the brands behind that work:
In-house
- Michaels
- Hotels.com
Client projects through a digital agency
- Peacock Alley
- AmerisourceBergen
- Bank of the West
- Waters & Krause
- Robert Rothschild Farms
- American Lighting Association
- Bound Tree Medical
- Sam's Club
- Kimberly-Clark
- New Lifestyles
Brand names are trademarks of their respective owners and are used here only to identify past work. Their inclusion does not imply endorsement.
How I think about measurement
- Start with the decision. Every metric should connect to a decision someone will make. If it does not, it is noise.
- One version of the truth. Shared definitions, benchmarks and attribution rules stop teams arguing about numbers and start them acting on them.
- Validate, don’t assume. Experiments turn opinions into evidence, and honest blended metrics keep platform reporting in check.
- Make it actionable. The best measurement system is the one that is clear enough for people to use every week.
Let’s connect
The best way to reach me is on LinkedIn, and you can also find me on X (Twitter). I’m always glad to compare notes on analytics, experimentation and e-commerce.