I close the gap between the business question and the data that answers it.

I'm Michael Whitaker — a technical business analyst and full-stack developer. For more than twenty years I've built, shipped and marketed data-driven applications, and along the way I learned that the hard part is rarely the technology. It's making sure the numbers answer the question someone is actually asking.

I founded Monitus in 2001 to help e-commerce businesses use data to make better decisions. Since then I've worked with over a thousand online retailers — building analytics tools, Shopify apps and the reporting behind them.

Today I'm a Technical Business Analyst at News Corp Australia, where I translate business requirements into BigQuery data models and executive Looker Studio dashboards across editorial, advertising and subscription domains. My real edge is translating what stakeholders need into the right metrics — closing the gap between business and engineering that so often leaves “technically correct” dashboards unused.