François Joly
London — Paris
Hi. I work on marketing analytics — the messy middle ground where data, marketing budgets, and the stories businesses tell themselves about why customers show up all collide. These days that's at Hurtigruten, where I lead the marketing analytics chapter.
Before that I spent a few years helping a corporate housing startup figure out what its data was actually trying to say, and before that I ran a small consultancy out of Paris and London. I came up through SEO and web analytics, which means I still have strong opinions about tag managers that nobody asked for.
I like R, long train journeys, and attribution models that admit what they don't know.
Work
At Hurtigruten I lead marketing analytics across the Norwegian coastal fleet. The work is a mix of measurement (MMM, multi-touch attribution, call tracking), infrastructure (GCP, GA4), and translating all of that into something a marketing team can actually act on.
At АltoVita I joined early as a growth specialist and ended up on the team as VP of Analytics. We pivoted from B2C to B2BC through Covid, which was as chaotic as it sounds buidling the company event-based marketing foundation.
Through GOKAM, my consultancy, I worked with e-commerce, SaaS, and a few larger brands — Shelter, AXA, Agnes B, Lagardère — mostly on technical SEO, analytics, and the occasional CRO rabbit hole.
Earlier things: growing images-photo.com into France's main marketplace for used cameras; SEO and tracking work for the Marie Claire group; eight years at TVtrip / TravelClick (employee #2, later acquired by Amadeus) in Brussels.
Elsewhere
LinkedIn: fjoly
I studied computer science at ESIEA in Paris, with a detour through applied mathematics at UPEC beforehand. I've volunteered over the years with the Alzheimer's Research Foundation, Greenpeace France, APF Handicap, and as a digital mentor with WYK.
If you want to get in touch, LinkedIn is the easiest.