Craig Ferguson is a Digital Analytics specialist with many years of experience. During that time he has worked within the financial services industry. His main areas of focus are: Tag Deployment, Governance, Release Management, and Data Quality. Craig is passionate about his work and feels that if you can get the data right, that will help your organisation understand what is happening and allow focus on the why. He also believes that in order for organisations to focus on the “What” & “Why”, it's critical to have the right tools and processes in place.