Tom Bennet

Tom joined the company in 2012 and now works as our Head of Analytics. He’s a veteran of the SEO team, an experienced web developer and published writer, and is a regular speaker at conferences including SMX, Learn Inbound, and BrightonSEO.

Tom specialises in helping organisations move to data-driven marketing, enabling them to make better business decisions and communicate value with intelligent reporting. He also keeps our team and our clients on the cutting edge of organic search marketing, leading training workshops on all aspects of web analytics and technical SEO.

Tom Bennet's posts

14th January 2020

Most discussion of machine learning in the context of SEO relates to its role in Google’s algorithms, such as RankBrain. Machine learning is, after all, at the forefront of...

Leadership / SEO

Machine Learning for SEO: Solving Practical Problems with AI

10 min read

13th June 2019

In this article I’m going to explore two main concepts: First, we’ll look at several ways you can fall back to a local version of jQuery (or indeed any other JavaScript...

Using jQuery safely: local fallbacks and tag sequences

4 min read

23rd April 2019

Progressive web apps (PWAs) are all the rage right now, and for good reason. They represent one of the biggest technological upgrades to the web in a decade, and they empower...

Google Analytics for PWAs: Tracking offline behaviour and more

9 min read

7th March 2019

Update, March 25th, 2019: Safari 12.1 has been released so ITP 2.1 is now live. Update, April 24th, 2019: ITP 2.2 will be following soon. Consequences for digital analytics are...

Data / Leadership

What Intelligent Tracking Prevention (ITP) 2.1 means for digital...

8 min read

7th February 2019

*This article is about Universal Analytics which will sunset on 1 July 2023 and be replaced with Google Analytics 4. You can find our GA4 content here. Many analysts will first...

Exploring Scope in Google Analytics

5 min read

5th December 2018

Over the last few years, the Google Tag Manager product team have done an incredible job responding to requests and developing the platform. From enterprise functionality like...

A Google Tag Manager Wishlist for 2019

4 min read

23rd May 2018

Many of the benefits of using a tag management platform are well known. Marketing teams can deploy tags without waiting on development resource, and the need to make on-page code...

Making better decisions with a collaborative approach to GTM

0 min read

18th April 2018

Today I’m going to show you how to harness data on the real-world usage of your website to shed light on what’s breaking and where. By tracking the JavaScript errors which are...

Data Studio template: track JavaScript errors in Google Analytics

3 min read

15th March 2018

Google Analytics is used on approximately 60 million websites worldwide. Out of necessity, it is designed to work with as many different businesses as possible. This is one of the...

Unlocking insights with Google Tag Manager

0 min read

19th February 2018

Last week, Google announced that in July 2018 it would make another major stride towards the complete normalisation of HTTPS encryption. Version 68 of the Chrome browser will be...

Planning for mixed content during HTTPS migrations

5 min read

26th October 2017

*This article is about Universal Analytics which will sunset on 1 July 2023 and be replaced with Google Analytics 4. You can find our GA4 content here. Last week, the Google Tag...

Tracking Element Visibility with GTM

5 min read

8th August 2017

*This article is about Universal Analytics which will sunset on 1 July 2023 and be replaced with Google Analytics 4. You can find our GA4 content here. This post sets out to solve...

Manipulating the Data Layer: JavaScript variables and Enhanced...

5 min read

30th May 2017

I am not a fan of UTM codes. Aside from the duplication issues which are inherent to URL parameters, UTM tracking is a pain for marketing teams to implement and...

One weird trick to avoid UTM parameters

6 min read

6th April 2017

The questions that marketers know how to answer with Google Analytics are typically things it will tell you out of the box: How many sessions were driven by the organic channel...

Measuring content success with GTM

0 min read

13th March 2017

Whether you’re building a blog, setting up an ecommerce site, or developing a JavaScript-powered single page app, the days of defaulting to WordPress for all but the simplest...

Go static: 5 reasons to try JAMstack on your next project

9 min read