select star

independent data analytics

My name is Johan van de Werken. I am an independent data analyst and have a decade of hands-on experience in data analytics. I thrive best at the sweet spot between data, business & tech.


My expertise is your advantage. I go beyond traditional hourly billing to offer a comprehensive suite of services, ensuring that your data works smarter, not just harder.Our projects are always custom tailored, because there is no one-size-fits-all solution to your specific business needs.However, certain core principles consistently guide our approach:

core principles

  • Single source of truth: we prioritize your back-end data, such as transactions, as the primary source in reporting and analysis. This approach ensures that all insights and decisions are grounded in the most reliable and central data available.

  • Data ownership: with our 'no lock-in' policy, you maintain complete ownership of your data and all the business logic we develop during our collaboration. This empowers you with full control over your data assets and the strategies built around them.

  • Scalability and future-proofing: designing solutions that not only meet current needs but are also scalable and adaptable to future business growth and technological advancements.

  • Data integrity and quality assurance: we emphasize the accuracy and quality of your data, ensuring that reports & analyses are based on reliable and valid information.

  • Data democratization: making data accessible and understandable to all relevant stakeholders in your organization, enabling informed decision-making at all levels.

  • Ethical data practices: commitment to ethical standards in data handling, respecting privacy laws and guidelines, and ensuring responsible use of data.

areas of expertise & services offered

  • No nonsense data strategy & advice: straightforward, effective strategies tailored to your business needs.

  • Data warehousing solutions: leveraging platforms like BigQuery, Snowflake, Redshift, or Databricks for robust, scalable storage.

  • Analytics engineering excellence: utilizing dbt or Dataform to transform and optimize your SQL data workflow.

  • Advanced data visualization: crafting compelling narratives with tools like Looker Studio, Tableau, and Power BI.

  • Web analytics insight: harnessing the power of web analytics tools like Google Analytics 4 (GA4) and Piwik PRO for comprehensive web insights.

  • Marketing analytics expertise: deciphering market trends with tools like Google Ads, Microsoft Ads, Facebook, LinkedIn and Search Console.

  • In-depth data analysis: turning raw data into actionable insights.

clients & partners

Johan has helped our organization well in identifying our data needs. His working method is customer-oriented, clear and has delivered great results that will be of great use to us as an organization.
Anne-Margreet Jonkman (Manager Marketing & Communication, Radboud University)

Johan has been instrumental in setting up a data warehouse for us, by tying in the dozens of various historic and live sources of information we had floating around. Now, with the warehouse as our source of truth the whole company is on the same page when looking into finance, audiences, and trends - it's as if we started this project on day one.
Paul Matthijs Lombert (CEO, Hedge)

side projects

GA4BigQuery is a digital platform on how to query Google Analytics 4 (GA4) data in BigQuery.My goal is to provide valuable content to data analysts, online marketeers and engineers, who seek guidance on how to query the GA4 BigQuery export data set. The platform offers a free newsletter for all subscribers and premium content for paid subscribers.

Simmer video course

Together with Simo Ahava (Simmer) I have created a popular video course, focusing on learning SQL in the context of Google BigQuery and Google Analytics 4.The course is self-paced, and you can take it at your own leisure. The individual topics always contain text content to help flesh out the concepts. There are illustrations, links, and tips to help you understand more about the topic.


Let me know what's on your mind.