Virgil Reality Sydney Digital Consultant

Data and Analytics

As a Data and Analytics professional, my career has spanned engagements with leading corporations, SMBs, and startups. I’ve been able to bring complimentary skills in content, user experience, and coding. This background gives me an edge in extracting actionable insights from datasets.

  • Data Visualisation and Analytics: I can create dynamic data dashboards, leveraging Google Analytics 4 for in-depth insights. This covers advertising, lead generation, and eCommerce projects. It also extends to sophisticated tools like Metabase and LookerStudio for data presentation.

  • Data Acquisition and Management: I’m experienced with the Google Marketing Platform for targeted data acquisition. I’ve utilised BigQuery, SQL, and various API integrations (JSON, REST, Graph, XML) for data management and analysis.

  • Advanced Analysis and Modelling: Skilled in data analysis, visualisation, and modelling, with a foundational understanding of machine learning principles. I’m pretty reasonable with Python. I devised solutions that drive business growth and decision making.

  • Innovative Applications: I’ve demonstrated a capability for employing data in diverse applications. This has included automating content publishing and billing systems. I’ve enhanced UX and customer research. My work on a product serving 77 million worldwide billing customers shows my ability to manage and leverage data at scale.

  • Team Collaboration and Tools: I’m adept with collaboration software and analytical tools. I excel in team settings, delivering results that inform and advance business objectives.

My greatest strength lies in my ability to dig up deep insights from data. I’ve used this to guide business strategies and foster growth. With a history of applying data to practical challenges—ranging from content optimisation to customer data platform integration—I bring a wealth of experience and a proven track record of success.

Thank you for this opportunity to present to you. I’d love a chance to learn more about your business and demonstrate how I can help your reach your goals.

This is what I can do for you.

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Notable Data and Analytics Projects

I can help you out as a freelancer, contractor, or team member. Please email or call +61 0405 129 049

AI Workflow and integration

I was working on some AI projects late last year. Two involve generative audio for podcasts, video and help content. Another is a sentiment analysis model. In another, I'm running experiments in several mediums for a business integrating AI workflow. I’ve been downloading models, merging and training them using a tool recommended by the AI meetup group in Sydney. I’ve been exploring ‘Human-in-the-loop’ workflow.

A generated speech example. Click on the play button.

Audience Connect

I worked as Data and Innovation Manager at Switch Digital. Switch supplies Digital Advertising, Programmatic, Social, Search, Video and more. I streamlined reporting and insights for the company’s Audience Connect product. I improved the data visualisations. I surfaced the data in Metabase, Google Analytics and LookerStudio. I also busted issues that clients had and also advised on user experience.


EngageTV is a programmatic buying network. CTV, BVOD, DV360 and YouTube Advertising. I provided research, UX and Service Design. I wrote the Requirements Definition Document for the system. I created flow diagrams and wireframes. I built a brochure site in WordPress for the launch. I worked out combined reporting metrics and dashboards from the data sources. All presented in LookerStudio and Metabase. Agency: Switch Digital

Siebel Oracle eDocs

I worked as a member of the professional services team at edocs. I used their proprietary tool to specify data ranges in flat file data for quick web delivery. This was for customer self service and online billing interfaces. Online billing of Banking, Telcos, Healthcare, Education and Insurance. I created UX/CX architecture and interfaces for many well known US websites. The company had 77 million billing customers looking at these interfaces worldwide. I also worked with the team creating an online billing publishing pipeline.

Warehouse Ordering System

Stephen Salgo sales (now acquired) was the leading provider of hospitality supplies. Crockery, cutlery, glassware, kitchenware, bain-marie, pots, uniforms, footwear and more. Approximately 9,000 products in total. I built a full catalogue system for all the products based on the print version that was being used. I built a data feed to load products and pricing into the site every day. This included personal pricing for member groups. They saw their price online. Users could search, create their order and submit it. The order was transferred to the warehouse for packing and delivery. 12 month contract.

Australian Wine Annual

Jeremy Oliver tastes 10,000 wines every year and makes tasting notes in his database. I made some modifications to the database. The resulting tagged content was then imported into the layout program. This meant that all the formatting was in place, including colours and icons. This saved 50% of the time of manual publishing alone.

Data and Analytics Portfolio

This slide gallery contains samples of my work. All data is made up in these examples. Click on any image to view. Flick up to exit on mobile or click the icon in the corner on desktop.


 Content Strategy and Management  Data Analytics  Google Analytics  Copywriting  Technical Writing  Customer (CX) and User (UX) Experience  Service Design  Media Strategy  Training and Courseware  Product Management  AI Workflow  Project Management  Web Development and Code  Graphic Design  eCommerce  Digital Marketing and Advertising

Software Experience

Content, Creative, UX Design and Prototyping

  • Primary UX: Figma Have used: Adobe XD, Axure
  • Charting: FigJam Have used: Lucid Chart, Excel
  • Graphics: Adobe Photoshop, Adobe Illustrator, Canva (also AI)
  • Content Management: WordPress, Shopify, WeWeb, Expression Engine CMS, Craft CMS, Drupal, Sharepoint, WIX, SquareSpace
  • Video Editing: Premiere Pro (also for transcriptions) Have used: AfterEffects
  • Document Layout: Adobe InDesign, Adobe Acrobat, Google Docs (slides, docs, sheets)
  • Audio Editing: Logic X Professional

Ad Platforms, Leads and Tagging

  • Google: Google Marketing Platform, Google Ads, Google MyBusiness, Google Tag Manager
  • Programmatic: TheTradeDesk
  • Social: Facebook, TikTok and Instagram

Project and Collaboration

  • Primary Project:, Jira Have used: Trello, Asana
  • Collaboration: FigJam, Slack, Discord, Zoom, Microsoft Teams Have used: Miro, InVision

Development and Integration

  • UX/Site Testing: Broswer Stack, Code Validators, PageSpeed Insights, GT Metrix, Accessibility
  • IDE: Visual Studio Code
  • Primary Cloud/Hosting: Google, CPanel Have used: AWS
  • Coding Languages: HTML, CSS, JavaScript, PHP, Python, Golang, Gin Some team and requirments exposure: React
  • Automation: Zapier Have used: Stitch
  • Technologies: Docker, Chrome Developer Tools, Bootstrap, DataSlayer, Omnibug
  • APIs: Google Maps API, YouTube API, OpenAI API
  • Databases: MySQL, BigQuery, Mongo DB
  • Source: GitHUB Have used: BitBucket
  • Integrations:Calendly, Vimeo

Data, Analytics, and Measurement

  • Analytics: Google Analytics (Universal and 4)
  • Data Visualisation: Looker Studio, Metabase
  • Data Transport: Stitch, DBT
  • Optimisation: AllinOneSEO, Yoast, Google SiteKit, WP Rocket Cache, Google SiteKit, Litespeed Cache, Varnish Cache

Business Tools

  • Office: Google Workspace (Docs, Sheets, Slides), Office 365 (Word, Powerpoint, Excel)
  • Business Platforms: Xero, Docusign
  • CRM:, HubSpot Have used: Salesforce
  • Email: Mailchimp


I have experience in, telephony, banking and finance, advertising and media, publishing, FMCG, retail, classifieds (jobs, cars and houses), social networks, entertainment, education, healthcare and insurance.


My roles have included, Innovation and Data Manager: Switch Digital, Technology Director: MercerBell, Head of Professional Services: Emitch, Channel Manager Listing Products: Fairfax Digital, Senior Designer, Information Architect and Developer: Selenium Interactive.

I have held long term contracts for, Siebel/Oracle: Professional Services Lead, Online Billing, CruiseCo: UX Lead and Business Analyst, Inchcape: UX Lead and Developer, Toyota: UX Lead, Business Strategist and Developer, CareerOne: UX Lead and Business Analyst, Extend Media (Disney and Paramount): Business Analyst, UX Lead and Developer, News Corp (Carsguide/TrueLocal and others): Business Analyst, UX Lead.


Oracle, CommBank, Kikkoman, Disney, Paramount, City of Melbourne, Inchcape, Toyota, Mastercard, NRMA, News Corp, Tourism Australia, ADMA, Tag Heuer, BankOneAmerica, FleetBoston Financial, Vodafone UK, NAB, Telstra, Sydney Morning Herald, TheAge, Claude Neon, ANZ, Franklin Templeton, IBM, AT&T, Virgin, Australian Ballet, Medibank Private, Oohlala, Sheraton, Greater Union, Docklands, American Express US, HSBC Hong Kong, Ssangyong, Liberty Oil, Ticketek, KPN Dutch Mobile,,,, Channel 7, Foodland, TrueLocal, Cisco, Swisscom, BT, Telecom Italia, AAMI, AMP, Wells Fargo, Fairfax, Westpac,, Pfizer, Volvo, Unilever, BRW, Rolls Royce, BHP, Austrade, Fat Prophets,, City of Charles Sturt, Seek,, Crikey, Bata, Cabots, Coca Cola, Timberland, Officeworks, Country Road, Seppelts, Nissan, Nintendo, Merck Sharp Dohme, Mirvac, Abercrombie and Kent, Stuart Alexander and more.

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Connect with me through my Professional Profile on LinkedIn Click Here
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Virgil Reality on Google

My Certifications on Google Skillshop Click Here
...and also on Accredible Click Here


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This site is not a template. I designed it and it’s 100% hand coded in PHP, HTML, CSS and JavaScript.
The images are a mix of generative and Photoshop composition, with some minor painting. This is part of the exploration of AI and workflow.

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