Tariq Syed

I'm a senior data and analytics engineer based in London. I've spent the last several years at the intersection of marketing measurement and data engineering, building the systems companies rely on to understand how their marketing actually performs.

My work spans the full stack, from designing event schemas and server-side tracking architectures to building attribution models on BigQuery and managing the pipelines that keep it all running. I've led analytics implementations for enterprise clients across fintech, insurance, FMCG, and telecom, often taking projects from zero to production in record time.

I started out as a backend developer at an electrical company, helping them make sense of their IoT sensor data. That rabbit hole led to analytics, which, in hindsight, was inevitable. I joined DataVinci as one of the first hires, built the analytics team from scratch, and got into management faster than I probably should have. Turns out I prefer solving hard problems over scheduling stand-ups, so I left to consult independently.

The next few years were spent helping companies untangle their data. The briefs varied. The underlying mess was usually the same. Somewhere along the way I evolved into a full-stack analytics engineer, not by design, but because that's what the problems kept requiring.

I went back for an MSc in AI and Robotics, genuinely loved it, and came away with one uncomfortable truth. Most companies aren't set up to use AI well, not because AI is hard, but because their data foundation isn't there yet. So I came full circle. Still fixing the foundation. Just with considerably more context about what's sitting on top of it.