GlowMetrics is a digital analytics agency who specialise in Web Analytics, Social Analytics, SEM, SEO, Digital Strategy and Digital Training.
We spoke with Lisa Kelland from GlowMetrics to find out more about the company and how their services can help businesses.

Hi Lisa. Can you tell me about the services GlowMetrics offer?

GlowMetrics is a digital analytics agency. We offer SEO, SEM, Social Media Management, Social Analytics, Digital Strategy, and Digital Training, however all of our work is underpinned by Digital Analytics and using data to drive decision making. 

When was the company launched and where are you based?

We launched in March 2013 and have offices in both Belfast and Dublin.

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Who are your target market?

To date, we have been working with businesses of all sizes in both the UK and ROI, from start-ups to large multi-national corporations. We cover a sizeable number of industries including, education, charities and not-for-profit, hospitality, government, business services, technology, consumer goods, online publishing, gas, and electricity.

Analytics is a crowded market. What do you feel is your USP?

We feel that we differ from other companies in the market as we focus heavily on digital analytics and use our clients’ data to produce actionable insights that will help them make more solid business decisions.

We turn our clients’ customer intelligence into a story and help translate it into a language they understand. We also invest heavily into research and training to ensure we retain and build upon our reputation as one of the most knowledgeable teams in the industry. 

We like to try and give back and offer our services, pro bono, to various, carefully chosen charitable organisations.

We’re also committed to building the digital analytics community in Ireland as we feel that we have the talent here to gain a global reputation as leaders in this field.

We organise and run a biannual event called “Measurebowling” in Belfast and Dublin which is occurring across 21 other cities outside Ireland on the same date and aims to help people interested in data and analytics make connections with like-minded individuals in a laid-back environment over a fun game of bowling!

The next event will be taking place on the 11th June (in both Belfast and Dublin) so get in touch if you’d like to attend or find out more.

Can you tell me about the team behind GlowMetrics?

The GlowMetrics team currently consists of three full-time members, all with a wealth of experience in the digital field and with different strengths to bring to the table.

Joanne Casey, our Managing Director has over ten years’ experience in the digital field. She is widely regarded as one of the leading experts in digital analytics in Ireland and has worked with an array of well-known brands including Discover Ireland, O2, P&G, Electric Ireland and more.

She is also an experienced trainer and provides training for the Digital Marketing Institute, Retail Excellence Ireland, Mulley Communications and more. Joanne is passionate about inspiring young people to consider careers in the digital field and serves as a STEM ambassador speaking at various secondary schools throughout Northern Ireland.

Michael Wilson is our Digital Data Analyst and has strong skills in the areas of Digital and Social Analytics. Michael’s previous experience includes working as a Community Moderator for EA and various roles at Channel 4 where, as a Social Media Analyst, he managed the implementation of social media as a new communication channel for the Viewer Enquiries department – a project, which earned him recognition at Marketing Week’s Data Strategy Awards in 2014.

I am a Digital Marketing Executive and hold a Master’s degree in Marketing from the University of Ulster as well as a Professional Diploma in Digital Marketing from the Digital Marketing Institute. I previously worked at digital agency The Web Bureau and have experience working with various companies in different industries including CastleCourt Shopping Centre, Discover Craigavon, Yankee Candle, Harry Corry and the Odyssey Arena.

My specialties lie in Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). I’m also an active member of the digital and tech community in Northern Ireland, being a member of the “Digital Exchange” group and a volunteer at the Friday Night Mashup events.

Staying true to our commitment of educating the next generation of digital experts, we have formed partnerships with universities to offer opportunities to students to gain experience in the industry and currently have a number of students who work part-time on the research side of the business.

Can you give me some examples of how the services you offer could benefit a small business? 

A significant portion of our client base are SMEs and being a small business ourselves, we understand the challenges and struggles they face all too well. This is why we believe it is so important to focus on analytics. Using analytics, we can help small businesses see the return on their marketing spend and help them find out more about how their customers are reaching their website, what they’re doing when they get there, and how the business should act accordingly.

We make sure they are reaching their audience through the channels they use, minimising the risk of wasting budget on irrelevant activity. We also help businesses ensure they are tracking all elements of activity so they are able to see the exact results of it, rather than having to estimate and make assumptions.

We offer scalable and affordable solutions for any budget. When we take on a new client, we take all aspects such as budgets, resources and potential into consideration so we can create the ideal solution for them. We also offer tiered pricing options so our clients are in control of the investment they make in digital data analysis and know exactly what to expect for their budget.

What are your future plans?

We have quite a few ideas up our sleeves for the next couple of years but the main things we’re focusing on now are growing the team and making plans to expand into new markets.

GlowMetrics at the Eircom Spiders

GlowMetrics at the Eircom Spiders

What has been your biggest success to date?

Our biggest successes to date include:

  • Being selected as one of Coca Cola Hellenic’s preferred agencies after a competitive pitching process.
  • Winning the award of “Best Business Growth Strategy by a Young Entrepreneur” at the NI Enterprise Awards.
  • Being part of a selected few businesses to participate in Invest NI’s Accelerating Growth programme on the basis of our potential for growth.

How can people get in contact and find out more?

You can get in touch with us by email – [email protected]. Feel free to say hello to us on Twitter @glowmetrics or Facebook and check out our website here.


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with me on [email protected]

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