Web Analytics with Respect, Courage & Wisdom

Our Approach

Data Tribe is a new company with a fresh outlook for today’s data-driven business era.  Established in 2014, one of our core values is that data needs respect. Poor tracking leads to incomplete or bad data.  Bad data leads to uncertainty and bad decisions.  That’s why when we set up tracking, our quality threshold is the 3 Rs:

  1. Relevance – Deliver data that is relevant to our clients’ objectives, strategies and tactics; and just as importantly, don’t deliver data that is of little importance and only serves to hide the important stuff.
  2. Reliability – Ensure data can be relied on, so that there is ongoing trust in the data throughout the organisation, and so that decisions made on the back of the data are good decisions.
  3. Resilience – Provide an implementation that lasts and doesn’t stop working when minor optimisation tweaks are made to the site.

We understand how important data is because we want it to be used at a strategic level.   Our implementations therefore require a certain amount of courage and strength of conviction.  We have the confidence to speak to C-level and marketing executives to get a deep understanding of what they trying to achieve in the digital space and how.  We can also speak to a client’s IS team or external developers using their terminology.  These skills enable us to work as translators and go-betweens to deliver the requirements the organisation needs.

Whilst the company is new, the web analytics experience of our people spans back to 2005 and includes web analytics work for many of NZ’s best known websites and established brands.  These include Trade  Me, Farmers, Southern Cross Health Society, AA Insurance, Briscoes, Warehouse Stationery, Auckland Airport, amongst many others.  This experience has given us the wisdom to know what a great web analytics implementation looks like.

Our Tribe Members

Web Analytics Experts
Nick Guebhard
Analytics Director


Nick is the founder and web analytics lead at Data Tribe.  His experience spans 10 years and includes developing web analytics and tracking strategies for many of NZ’s largest websites, such as Trade Me and Farmers.  Nick enjoys consulting with clients, working with Google Tag Manager, and mining data to extract insights. He has an interest in data science and learning how to use web data to extract science-based insights and predictions.


Nick graduated with an M.A. in Management Studies (distinction) from Kingston University, London. His analytics experience started client-side 10 years ago when he managed a UK-based travel website and set up a server-side log-file analytics system.

His experience with Google Analytics started when he moved to NZ in 2007 and led the development of analytics services at Auckland-based search marketing agency, SureFire Search.  Whilst there, he was the lead on the SEO project that won the NZ Marketing Association “Best Use of Search” award in 2009 for work on the TVNZ site. Since arriving in NZ he has implemented GA for many clients across a range of different industries.  He has also written on analytics for academic papers and business magazines, as well as spoken on the subject at a couple of events.

You'd never guess, but...

Nick was actually raised on the party island of Ibiza in Spain up to the age of 12.

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testimonials and clients we've worked with
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