For over a decade, my work has focused on one question: what can a reported number actually tell us? I’ve chased it across financial services, retail, telco, and media at Colonial First State, Allianz, Woolworths, Optus, and Foxtel, mostly through measurement, incrementality, and experimentation.

Now I’m Lead Digital Analyst at Sonic Healthcare. The outcome here isn’t a sale. It’s whether a patient made it to the right test, and whether a doctor got the result they needed. Different stakes, same question.