Philippa Gamse is a seasoned professional with over two decades of expertise in harnessing the power of digital analytics to aid small to medium-sized businesses. She places a strong emphasis on the importance of understanding the intricacies of analytics in order to glean actionable insights that can spur business growth. Gamse recognizes that analytics can often seem overwhelming, leading to a superficial engagement with the data or outright avoidance, both of which can undermine a business' potential. She advocates for a detailed and clear understanding of intended outcomes for website analytics, even to the level of individual pages. By encouraging businesses to frequently question whether their expectations are being met and where improvements can be implemented, she aims to make analytics more meaningful and impactful. Gamse's experience and insightful approach underscore her commitment to leverage analytics to uncover hidden opportunities, guiding businesses to make data-driven decisions that ensure success in the evolving digital landscape.