Web Analyst & Digital Troublemaker
I help teams find signal in the noise—turning data into decisions with Matomo‑first analytics, experimentation, and pragmatic engineering.
Currently at Authority.
About
I'm Putte Arvfors, a hands-on web analyst and digital problem solver. I blend analytics, tagging, and experimentation with enough code to get things done without drama. My main weapon of choice is Matomo (Analytics + Tag Manager) — I also support GA4/GTM when the situation calls for it. I'm also an SEO/AEO/GEO pro with a privacy‑first mindset, keeping GDPR and consent at the center of how data is collected and used.
Learn more about my background and expertiseSelected Focus
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Matomo Analytics & Tagging
Matomo Analytics + Tag Manager, event models, migrations from UA/GA4, consent-aware tracking, and data quality.
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SEO, AEO & GEO
Technical SEO, structured data (Schema.org), Knowledge Graph/Answer Engine Optimization, and Generative Engine Optimization for AI‑overviews and LLM‑powered search.
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Experimentation
Hypothesis-driven A/B tests with Optimizely/VWO; guardrails and trustworthy reads.
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Data Ops
Pipelines, dashboards, and durable metrics — from collection to reporting.
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Web Engineering
Tagging, performance, debugging, and light automation with JS/Python/Docker.
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Privacy & Compliance
Consent strategy, data minimization, cookieless signals, and GDPR/ePrivacy alignment without killing insights.
Skills Snapshot
Certifications
Selected credentials reflecting my focus on analytics, experimentation, and privacy‑respecting data.
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Google Analytics Certification
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Server‑side tagging with Stape | Certificate
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Experiment Collaboration Explorer
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Optimizely Experimentation Certified Strategist — Core Competency 2025
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Optimizely Certified Experimentation Web Platform Expert
Contact
Best way to reach me is via LinkedIn, email, or GitHub.