Emaar Group - Digital Analytics

I joined Emaar in May 2015 as a Digital Analyst and left almost 8 years later as the group's Digital Analytics Lead.

When I started, the setup was basic. A few Universal Analytics properties, no advanced tracking, no eCommerce analytics. For a group selling apartments, hotel rooms, cinema tickets, and views from the top of Burj Khalifa online, the data told almost none of that story.

Over 8 years, that changed. The work, in rough order of impact:

Group analytics strategy. Designed the group-level measurement architecture: all brand data flowing into a single roll-up GA property, with dedicated properties per brand. One view for the group, full depth for every business.

Ecommerce analytics from zero. Introduced ecommerce tracking across the group's transactional businesses, Reel Cinemas, At The Top Burj Khalifa, and the entertainment brands selling tickets online. Transaction IDs, revenue, the actual numbers the business runs on.

Google Tag Manager rollout. Brought GTM into Emaar's systems, with proper UAT and production environments and QA processes, so tracking changes shipped like software, not like guesswork.

Bringing the ad accounts home. When I arrived, the ad accounts were built and owned by agencies. I initiated and worked with marketing to bring Emaar's ad accounts in-house, so the group owned its own data and spend history.

Hospitality booking integration. Worked on the data layer integration between TravelClick, the hotels' booking engine, and analytics, bringing booking data into the measurement stack.

GA 360. Introduced and led the upgrade to Google Analytics 360 at group level.

GA4 migration. Led the Universal Analytics to GA4 migration across the group's properties.