Michael Hulsman

Freelancer Web Analytics

Bonn, Germany

Experience

Jan 2025 - Present
7 months
Cologne, Germany

Web Analytics Coach

Training provider

Instructor for open training sessions and corporate training in web analytics

Sep 2023 - Present
1 year 11 months
Cologne, Germany

Web Analyst

Fashion company

Maintenance and enhancement of web tracking with Google Tag Manager and Google Analytics; creation of regular and ad-hoc reports with Looker Studio; integration of marketing tags in coordination with external vendors

Jul 2023 - Nov 2024
1 year 5 months
Heidelberg, Germany

Web Analyst

Energy sector service provider

Setup of Google Analytics 4 accounts and expansion of Matomo tracking for the company's clients

Oct 2022 - Feb 2023
5 months
Frankfurt, Germany

Web Analyst

Insurance company

Monitoring of online conversions with Google Analytics; creation and maintenance of dashboards with Looker Studio; adjustment of tracking with Google Tag Manager

Sep 2022 - Present
2 years 11 months
Stuttgart, Germany

Web Analyst

Power tools provider

Ongoing management of the international group's Google Analytics accounts; quality assurance and expansion of tracking with Tealium iQ; consulting on optimization of Google Ads campaigns; migration to Google Analytics 4

Jul 2022 - Present
3 years 1 month
Freiburg im Breisgau, Germany

Web Analyst

Digital agency

Creation and analysis of regular reports with Looker Studio and Google Analytics (Universal Analytics and GA4); consulting on selecting a web analytics tool; ad-hoc reporting for the agency's clients

Jul 2022 - Present
3 years 1 month
Hamburg, Germany

Web Analyst

Creative agency

Management of analytics topics for the agency's clients (Adobe Analytics); creation and maintenance of dashboards; analysis of marketing campaigns

May 2022 - May 2022
1 month
Hamburg, Germany

Looker Studio Trainer

Logistics company

Design and delivery of a Google Looker Studio (Data Studio) training session for employees from various departments

Apr 2022 - Sep 2022
6 months
Düsseldorf, Germany

Web Analyst

Media service provider in the insurance sector

Creation and optimization of Google Data Studio dashboards; SEO analyses and recommendations for the agency's clients; analysis of the Google Analytics setup

Jan 2021 - Feb 2023
1 year 2 months
Hamburg, Germany

Web Analyst

Internet agency

Support for the agency's clients in web analytics with Google Analytics, Adobe Analytics, and Matomo; creation of regular and ad-hoc reports; presentation of analyses at board level; execution of SEO analyses; consulting on the selection of analytics and visualization tools

Oct 2021 - Dec 2021
3 months
Hamburg, Germany

Web Analyst

Men's fashion store

Analysis of existing web tracking with Google Analytics; setup of marketing tags and integration of a consent tool with Google Tag Manager; creation of e-commerce reports with Google Looker Studio (Data Studio) and Google Sheets

Dec 2018 - Oct 2021
2 years 11 months
Braunschweig, Germany

Web Analyst

Financial services provider

Global rollout of Adobe Analytics in all subsidiaries; use of Adobe DTM and Launch; definition and creation of standard dashboards; data analysis for business units and development of recommendations for conversion optimization; consent tool management; data layer design

Jan 2014 - Feb 2015
1 year 2 months
Stuttgart, Germany

SEA/SEO Team Lead

marmato GmbH

  • Management of internet agency clients in search engine optimization and marketing as well as web analytics
  • Technical responsibility for 5 employees
Jul 2009 - Present
16 years 1 month
Bonn, Germany

Freelancer Web Analytics, SEO/SEA

Flying Dutchman Online Services Michael Hulsman

  • Freelance work focusing on web analytics, SEO/SEA, online marketing

  • A selection of client projects can be found in the profile.

Jan 2008 - Jun 2009
1 year 6 months
Pforzheim, Germany

Project Manager & Business Development Manager

Meyle+Müller GmbH & Co. KG

  • Design, implementation, and operation of product information systems (PIM) and e-commerce solutions for clients
  • expansion of the online services product portfolio
Apr 2007 - Nov 2007
8 months
Stuttgart, Germany

Head of Groupwide Services

Celesio AG

  • coordination of group-wide e-business and e-health activities
  • personnel responsibility for up to 10 employees
Sep 2002 - Mar 2007
4 years 7 months
Stuttgart, Germany

Web Solutions & Data Analysis Manager

Celesio AG

  • coordination of group-wide e-business and e-health activities
  • personnel responsibility for up to 10 employees
Jun 2001 - Jul 2002
1 year 2 months
Stuttgart, Germany

Product Manager

WiredMinds GmbH

  • product responsibility for a service level management suite
  • pre-sales support

Summary

I have built a rich career in web analytics and online marketing, working across diverse fields ranging from fashion and energy to finance and media. I handle web tracking and data analysis tasks using Google tools, Adobe Analytics, Matomo, and Tealium, and have extensive experience creating effective dashboards and reports with Looker Studio.

I also enjoy sharing knowledge as a coach in open and corporate training. With a background in computer science and years of practical expertise, I deliver clear insights that help optimize digital strategies and improve performance.

Languages

German
Native
English
Advanced
Dutch
Intermediate
French
Elementary

Education

Oct 1990 - Jan 1997

University of Koblenz-Landau

Diploma · Computer Science · Koblenz, Germany · Very good

Aug 1988 - Jun 1990

Deutsche Bank

Bank clerk · Duisburg, Germany · Good

Aug 1979 - Jun 1988

Otto-Pankok-Schule

High school diploma (Abitur) · Mülheim, Germany · 2.6