Meet Dan Wigley
Meet Dan — The Data Leader Helping Businesses Turn Insight Into Growth
Dan Wigley is the Co-Founder of Fabric Analytics, a specialist consultancy helping businesses unlock the full value of their data through measurement, analytics, conversion optimisation, and digital performance. With more than 15 years of experience in data and website analytics, Dan has built a career helping organisations make better decisions by transforming complex data into meaningful business insight.
Throughout his career, Dan has worked at the forefront of digital measurement. Before co-founding Fabric Analytics, he led a team of more than 400 analytics and data specialists at Dentsu, where he built and scaled the UK’s largest Google Marketing Platform reseller and service partner. Under his leadership, the business managed more than 150 Google Analytics 360 licences and supported over £1 billion in annual media spend through Google’s marketing platforms.
At the heart of Dan’s work is a belief that great data is only valuable when it helps businesses make better decisions.
Driven by a passion for solving complex challenges, he works closely with organisations to develop tailored data enablement strategies that improve performance, strengthen decision-making, and create sustainable growth. Through Fabric Analytics, he and his team become an extension of their clients’ businesses, combining technical expertise with collaboration, curiosity, and a genuine commitment to delivering measurable results.
Over the past 15 years, Dan has helped hundreds of organisations maximise the value of the Google Marketing Platform, working across a wide range of industries with brands including Holland & Barrett, B&Q, Deliveroo, Flutter, PureGym, Volkswagen, Specsavers, Co-op, Iceland, Adobe, Thomas Cook, and Jurys Inn. As one of the original leaders of Google Marketing Platform reseller and service partners in Europe, he has witnessed the evolution of digital analytics from the earliest days of Urchin through to today’s GA4 ecosystem.
Inspired by his co-founder, Ric Riley, Dan admires the passion, energy, and dedication he brings to clients every day. That partnership has helped shape the culture of Fabric Analytics, where technical excellence is matched by honesty, innovation, and a relentless focus on delivering value.
But Dan’s ambitions extend beyond helping businesses understand their data. He wants to build lasting partnerships where analytics becomes a strategic advantage, enabling organisations to make confident decisions in an increasingly complex digital landscape.
His mindset is simple but powerful: the right data doesn’t just measure success, it helps create it.
Three Words To Describe Dan: Dedicated. Passionate. Curious.
Dan joins The Legacy Bench ready to share his experience at the forefront of digital analytics, connect with fellow business leaders, and help more organisations use data to drive smarter decisions, stronger performance, and sustainable growth.
