Data & analytics

Here at Varn we specialise in AI, data & analytics, as well as BigQuery, Server Side Tracking and custom tracking and reporting. We dive deep into the complexities of data that can often be overwhelming for clients, transforming it into clear, actionable insights and impactful search marketing strategies. Our in-house specialists can help with every step of your data journey; from recommending and implementing tracking to monitoring and evaluating results. Our expertise doesn’t stop there; we implement changes, conduct ongoing testing, and provide continuous updates to ensure your business stays ahead, powered by data-driven decisions.

By connecting and interpreting multiple datasets, we create a holistic view of your performance, cutting through the noise to reveal what truly matters. Our expertise ensures you’re equipped to make confident, informed decisions that align with your business objectives.

We guide you through comprehensive data processes and toolkits to help you navigate every touchpoint. By measuring, tracking and reporting on a plethora of data and creating insightful dashboards, Varn enables you to understand, interpret and utilise your website statistics, revealing valuable, significant insights to inform and enhance your decision making process.

Whatever stage you are in on your data journey, whether you need help setting up basic or advanced tracking, moving to BigQuery, or server side tracking for greater accuracy, creating an easy-to-comprehend SEO dashboard, or need someone to deep dive into your website statistics, we can help. From tracking data for complex publishing websites, to harnessing data insights for pharma business, to providing clear performance insights for ecommerce businesses,  we provide clear insights from complex data sets, to empower your marketing team.

At Varn, we use data and analytics to understand how your website is appearing in AI search, and help you track this better to view the bigger picture. Having correct data is crucial, to reflect the holistic appearance of you website online and stay ahead of the competition. Our AI Visibility Framework brings this data together into a clear, actionable view of how your brand is surfaced across AI search platforms like ChatGPT, Perplexity and Gemini. It connects performance metrics with AI signals, from visibility within generative results, to how content is interpreted, cited and importantly, trusted by large language models. By structuring and analysing data in this way, we help you move beyond simple and isolated metrics and instead, understand where to optimise content, technical foundations, and authority signals so your website will be visible and competitive as search behaviour changes.