At Al-Futtaim, one of the UAE’s largest retail and automotive groups, Shariq’s work covered everything from measurement governance to GA4 360 integration to tracking journeys that connected the group’s businesses inside one app.
Blue Rewards at the center. The engagement centered on Blue Rewards, the group’s loyalty program, where Shariq built the measurement infrastructure and analytics practice from the ground up, a 22-gap tracking audit, product analytics, and a measurement framework for the program’s AI advisor. The full detail lives on the Blue Rewards page.
GA4 360 across the group. Helped with the Google Analytics 360 integration across Al-Futtaim’s group properties, bringing enterprise-grade measurement to businesses well beyond the loyalty program itself.
Measurement governance. Built the governance system that made tracking reliable at group scale: data layers specified with engineering, every event documented with UAT and production stages, and sign-offs before deployment. Measurement changes shipped like software releases, a discipline that outlasted any single feature. The frameworks built for Blue went on to be extended across other group entities under the same technology leadership, what started as one program’s measurement system became a template for the group.
Journeys across the group’s businesses. The loyalty app became a front door to Al-Futtaim’s wider businesses, and the measurement followed. The car-buying journey connected the app to Al-Futtaim’s automotive business, tracked from enquiry to test drive to booking. The health hub connected it to the group’s insurance business, tracked from form fill to insurance booking. And the AI advisor added a new measurement problem entirely, a chatbot with no standard event model, solved with a purpose-built tracking taxonomy.
