Frequently asked questions.

I offer five core services: data analysis, web analytics implementation, experimentation programmes, product management and website development. I also work with fractional executives and agencies as a delivery resource. Each service is described in detail on the relevant page.

Twelve years across agencies and in-house roles, covering customer lifetime value, retention, conversion and customer behaviour analysis. I work across multiple platforms including GA4, Amplitude, Adobe Analytics, Snowflake and SQL Server, and I’m comfortable working with data in whatever state I find it.

Ten years implementing and auditing analytics across GA4, GTM, Segment, Adobe Analytics, Amplitude, Fullstory and Insightech. I’ve led tracking strategy for businesses including Wisr and RedBalloon, covering everything from initial implementation through to full measurement framework design.

Seven years designing and leading experimentation functions. I’ve run programmes at Bupa, Deep Blue Company and RedBalloon, across 250+ experiments delivering $70 million in incremental revenue. I design programmes built around learning, not just chasing wins.

A reasonable win rate for a healthy, mature experimentation programme is typically between 10% and 30%. New programmes often see higher win rates, sometimes over 50%, when tackling the most obvious problems first. As the programme matures, a 20–30% win rate is common, with 30–40% of tests producing learning moments and 10–20% resulting in errors or inconclusive results. If a mature programme is consistently hitting 50% win rates, it’s usually a sign the tests are too safe. The goal is to learn, not to look good on a dashboard.

I’ve worked across product, analytics and experimentation for over a decade across multiple industries. My specific focus is discovery and validation, using qualitative research, behavioural analysis and SQL-based data analysis to help businesses understand what to build before they commit to building it.

Eighteen years across PHP, JavaScript, CSS, HTML and WordPress. I’ve built everything from simple brochure sites to ecommerce builds with custom WooCommerce configurations. I review designs for accessibility, usability and SEO gaps before I start and fold those improvements into the build.

No. My work is focused on the measurement, product and data layer — analytics, experimentation, reporting and web development. Performance marketing and paid media management are outside my remit. What I can do is advise on effective UTM tagging strategies for your paid media so that attribution reporting actually reflects how your campaigns are performing.

I don’t implement Braze. For complex CRM and data platform implementations I work with specialist partners. I can implement analytics and tracking setups across GA4, GTM, Segment, Adobe Analytics, Amplitude, Fullstory and Insightech.

Anything that needs code changes — PHP template modifications, dataLayer pushes or platform-specific configuration — sits outside what I can fix directly in GTM. I document every one of those fixes as a precise technical brief your development team can implement cleanly. If you need me to manage that work, I can scope it separately.

No. I build in WordPress and Webflow. If the complexity of a project goes beyond what either platform handles well, I’ll tell you upfront rather than take on something I can’t deliver properly.

Yes. This is one of the most common situations I work with. I start by auditing what exists, identifying what’s trustworthy and what’s broken, and producing a plain-language report on what needs fixing and in what order. From there I fix what I can directly in GTM and document the rest as a precise brief for your development team. You don’t need to know what’s wrong before you get in touch.

Yes. I design, implement and analyse A/B tests across Optimizely, VWO, SiteSpect, AB Tasty and AB Smartly. I can run a one-off test, build a structured experimentation roadmap or embed into an existing programme. Based in Sydney, working with businesses across Australia.

I’ve spent seven years designing and leading experimentation programmes across Bupa, Deep Blue Company and RedBalloon. 250+ experiments. $70 million in incremental revenue. I work with businesses across Australia on everything from single tests to full programme builds. Based in Sydney, available remotely nationwide.

Flexibly. The arrangement depends on the engagement. Some clients brief me directly and take the output to their own stakeholders. Others bring me into the room for presentations or workshops. Some prefer I stay in the background entirely. We agree the arrangement upfront and it can flex as the engagement develops.

Yes. For engagements where on-site presence adds value I can work from your office on agreed days — up to two days a week depending on the engagement. Location and schedule are agreed as part of the scope. I’m based in Sydney and available on-site for Sydney clients. For interstate clients I work primarily remotely with on-site visits available where they add genuine value.

Yes. I work under your agency’s banner and never contact your client directly unless you specifically ask me to. Your client sees your agency’s work. How you represent my involvement is entirely your call.

I’ll tell you upfront if I’m already working with a direct competitor in the same space. If there’s a genuine conflict I’ll say so before we agree anything. If there isn’t, I’ll confirm that too.

Yes. I’m comfortable presenting to marketing teams, senior stakeholders and boards. Whether I present directly or you take the output to the client is your call and can be agreed as part of the engagement.

Everything is handed over cleanly. The client or agency owns what was built. Documentation is in place and I walk the relevant team through what was built and how to maintain it. If ongoing support makes sense, I offer a retainer for continued work.

Yes. For clients who need ongoing support — continued analysis, reporting, development or experimentation — I offer a retainer arrangement after the initial engagement. Terms are agreed based on the scope of ongoing work.

I may reference engagements I’ve delivered as case studies — describing the problem, approach and results without naming the end client unless explicitly agreed. If you have concerns about this, we can agree specific terms as part of the engagement.

Storm Jarvie is a fractional product generalist based in Sydney, Australia. With over 18 years of experience across product, analytics, data and web development, Storm works with businesses, fractional executives and agencies to deliver the digital capability they need without the overhead of building a full team. Storm’s specialty is experimentation, having designed and led programmes that have run 250+ experiments and delivered $70 million in incremental revenue.

A specialist contractor solves one piece of the problem. I work across the full digital stack — product, data, analytics, experimentation and web development — which means I can see how the pieces connect and identify problems that fall between specialist remits. I’m also hands-on. I do the work, not just the strategy.

I’ve worked with Bupa, RedBalloon, Deep Blue Company, Dymocks and Wisr, among others, across analytics implementation, experimentation, data analysis and product management.

I’ve led experimentation functions, built analytics practices, run product discovery programmes and delivered WordPress builds for clients across retail, financial services, insurance, health and travel. My career spans agencies and in-house roles across Australia.

I’m a sole trader operating under the brand stormjarvie.com.au. You work directly with me from start to finish. No account managers, no juniors, no handoffs.

It depends on what you need. I’m a good fit if you need senior digital capability across data, analytics, experimentation, product or web development without building a team or paying agency rates. I’m also a good fit if you’re a fractional CMO, CGO or CDO who needs a capable peer for client work, or an agency that needs specialist delivery resource. I’m not the right fit if you need performance marketing, paid media management, Shopify development or enterprise-scale data engineering. If you’re not sure, book a call and I’ll tell you straight.

The businesses that get the most out of working with me are the ones that have a clear problem but not the internal resource to solve it properly. That tends to be small and medium businesses that need serious digital capability but can’t justify a full-time hire, fractional executives who need a technical and data peer for their client engagements, and agencies at capacity who need specialist delivery resource. It also includes businesses that have data but aren’t getting useful answers from it, and businesses running experiments but not learning from them.