Founder, operator and builder, working across data, AI and digital businesses.

I'm Mark. Originally from the UK, now based in New Zealand, with 14+ years spent helping organisations unf**k their data. I started in NZ, where I founded Absolute Analytics. Built it, exited, and it was later acquired by Uprise Digital and is now part of the Thompson Spencer Group.

After that came years in the UK working with some of Europe's best measurement agencies (Croud, Organic, Measurelab, and MediaCom London). Along the way I directed MeasureCamp Auckland, wrote a book that tells marketers their data is broken (and how to fix it), and helped organisations from fintech startups to prestigious universities navigate their analytics maturity journey.

Now I'm back in NZ, running Measure Crew and building Joy Vault. Still as opinionated about data as ever.

MckTui is the umbrella for all of that. It's here so the work I do (ventures, products, advisory, writing) has one durable home, instead of a new website every time something starts or ends.

The name is McKenzie plus tūī, the New Zealand bird, a quiet nod to my adopted home.