Kraken Data is a Digital Analytics and Conversion Rate Optimisation consultancy that helps businesses improve revenue, insight, and digital decision-making through better measurement, experimentation, and user experience.
We work with companies that want stronger visibility into customer behaviour, better quality data, and a more structured approach to improving digital performance. Our model combines analytics and CRO so businesses can uncover opportunities, reduce friction, and make smarter decisions based on evidence rather than guesswork.
Rather than offering advice and stepping away, we work as an extension of your team. We help audit and improve analytics, strengthen reporting, identify opportunities, build and QA tests, analyse outcomes, and keep momentum moving through a continuous cycle of learning and improvement.
Why Kraken Data
Kraken Data brings together two complementary specialties: Digital Analytics and Conversion Rate Optimisation. Analytics helps businesses understand what is happening and why. CRO turns those insights into experiments, improvements, and measurable commercial outcomes.
Our clients work with us because they want more than isolated recommendations. They want a partner who can improve data collection, strengthen reporting, uncover customer behaviour insights, prioritise opportunities, build and launch tests, validate results, and keep the program moving.
We run programs with minimal impact on client workloads and without the need to build a full internal analytics or optimisation team. That means your team stays focused on the bigger business picture while we provide the specialist support needed to improve both insight and performance over time.
The Kraken Data Leadership Team
Kraken Data is led by specialists in both analytics and CRO. Richard Mangum leads analytics consulting, with deep expertise in analytics data collection, implementation, and related technology. Terry Johns leads CRO and experimentation, providing strategic guidance across all facets of conversion rate optimisation.
Together, they bring the combination of technical measurement expertise and optimisation strategy needed to improve both data quality and commercial performance.
Richard Mangum
MarTech Specialist
Richard works on interesting problems for clients utilising a diverse skillset to come up with interesting solutions.
“I try and bridge the gap between analytics, human behaviour and technology to provide value and insights for my clients."
Richard is an analyst who specialises in strategy and implementation. This gives him the ability to capture any data and then help businesses use that data in alignment with their business strategy, increasing their digital sophistication where it matters most.
He has consulted across all industries for many of the worlds largest companies including ABC, AGL, ASOS, BHP, Coles, Chanel, Freeview, HSBC, Toyota, NAB, Telstra, QBE and many more.
Terry Johns
Principal CRO Consultant
Based in the Mornington Peninsula, Terry’s innovative approach and passion for Conversion Rate Optimisation is born from his knowledge in a variety of disciplines. His expertise in development, design, UX, analytics, product management and others gives him an holistic view to CRO.
He has worked for industry giants like Webtrends and with some of the biggest brands in Asia Pacific including Qantas, NAB, HSBC, BUPA, BP, Shell, Telstra, The Warehouse, Styletread, QBE, Estimate One and many more.
His primary focus is on driving exceptional revenue growth through a better understanding of customers and the creation of ROI based conversion rate optimisation programs.
Our Specialties
Digital Analytics
Digital Analytics is a core part of Kraken Data’s offer. We help businesses improve data collection, reporting, implementation quality, and measurement strategy so they can make better decisions with confidence.
Our analytics work includes implementation support, platform administration, tag manager administration, client and server-side data collection, technical specifications, dashboarding, visualisation, and ongoing consulting support. We also help clients audit existing setups, identify data gaps, and improve the quality and usefulness of the insight available to the business.
Conversion Rate Optimisation
Our CRO work focuses on turning insight into action. We identify opportunities across websites and digital journeys, develop test hypotheses, build and QA experiments, launch variations, and analyse results to improve customer experience and commercial performance.
Kraken Data runs structured, full-service optimisation programs designed to build momentum over time through a continuous cycle of testing, learning, and refinement.
How we work
Our work often begins with analytics. We review the current measurement setup, identify gaps in tracking and reporting, and use that insight to understand where friction, drop-off, or missed opportunity exists across the customer journey.
From there, we help clients act on what the data reveals. That may involve improving implementation, building dashboards, developing measurement plans, identifying CRO opportunities, or launching a structured testing program. This combination of analytics and optimisation helps clients improve both the quality of their insight and the performance of their digital experience.
