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Mezzo Labs helps digital marketers turn data into insights 
to improve their marketing

In 2006, we started Mezzo Labs to solve a basic problem: digital teams were not using data to driven decisions, but were using gut-feel to find what was, and wasn't working.

The cause of the problem was a lack of trust in the data, so we started by learning to tag websites properly. Shortly after, we offered help with turning that data into actionable insights.


And then we began AB testing and personalising experiences with that data. A short time later, we have become one of the leaders of digital analytics.


With offices in London, Hong Kong and Singapore, we have a team of talented data experts in data strategy, data architecture, web analytics, CX analytics, insights generation, data science, Conversion Rate Optimisation (CRO) and personalisation.

Our consultants are certified in Google Analytics, Adobe Analytics and Tealium.



We help you use your data to learn more about your customers, identify waste in your current processes, and then to sell more to them by producing personalised customer experiences.


Our Uplifter platform turns marketing data into actionable insight and helps you decide what is working - and not working - in your digital channels.


Our Performance Accelerator programme accelerates your digital maturity, winning you extra customers, without increasing marketing budget or headcount.


Adrian Kingwell
Adrian Kingwell


Adrian heads up Mezzo Labs. After a successful career in software sales at GE, Oracle and many start-ups and scale-ups, he founded Mezzo Labs in 2006 with a vision of changing the world of analytics forever. Since then, he has successfully grown the company to become a major contender in the UK market, more recently expanding into Asiapac also.

Aliur Rahman


Aliur is responsible for the UK business and is also responsible for delivering strategy to our clients.


Aliur has over 13 years' experience working in analytics, experimentation and personalisation. He has built and led large teams for global companies including Barclays, Accenture, HSBC and Experian.

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Tony Heywood


Tony is helping us drive the transformation process in our business. Having built, managed and sold software/web/mobile tech businesses, he brings experience and guidance in a range of areas from strategy, product direction, go-to-market and high growth execution, to angel/institution funding, M&A and exit planning.

Mita Mehta


Mita is a Managing Consultant for Insights. Having previously worked at Debenhams and the ICAEW, Mita has a wealth of knowledge and expertise from different industries. She’s a fully certified Business Practitioner in both Adobe Analytics and Google Analytics. 

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Natalie Hill


Natalie has been responsible for financial operations in Mezzo Labs since 2010. A former Director of Finance at Jones Lang Lasalle, Natalie has held a number of similar roles at a host of start-ups and scales-ups. With her tireless dedication and financial expertise, Natalie has managed to help our company realise its aspirations.

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Patrick Milburn


Patrick is the Managing Director of Mezzo Labs Hong Kong, leading our efforts to build a regional capability in Asia Pacific.

He’s been in Hong Kong for over 5 years, previously having been Head of Data for Digitas APAC. Patrick has been in digital since he started working and has seen its importance grow from the original need to ‘have a website’ to being the core of experiences customers have with brands. He loves leading part of an agency whose only focus is to help clients make better use of data.

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Alex Holman-Butt


Alex is responsible for making Uplifter the best digital intelligence platform in the world. He boasts nearly a decade of experience in the analytics industry. Passionate about data and innovation, Alex has managed to recruit an excellent team of developers and win the attention of the analytics sector.

  • Are you a consultancy or a technology company?
    Mezzo Labs is both a digital analytics consultancy and a technology company. We have taken 10 years of human know-how and combined it with the latest machine learning technology to create a solution called Uplifter. Our Uplifter solution takes campaign tracking to the next level. It makes campaign tracking easy to do and produces clean data, enabling analytics teams to great straight into what they do best – drawing meaningful insights from the data.
  • What technologies are you certified in?
    Our staff are certified in leading technology vendors such as Adobe, Tealium and Google Analytics. We invest in our staff to ensure that they have the right skills and knowledge to help our clients.
  • How much experience do your consultants have?
    Our consultants have a range of experience and expertise. All our consultants have at least two years of relevant experience and our most experienced have over 10 years working in the industry. We match experience levels to the needs of the client. We tailor our resources to meet those needs, deploying the right level of expertise for the right project. For complex engagements we assign a project manager to ensure smooth delivery.
  • Where are your teams located?
    We have staff in the UK, Hong Kong and Singapore. All UK and EU clients are serviced using UK-based staff – most of whom are based in London. The Hong Kong and Singapore teams service our clients in Asia Pacific.
  • How long does a typical engagement usually last?
    This depends on the type of work. Some engagements last 2-3 months (such as a simple technical implementation) right through to 12-months or more. For example, our Performance Accelerator programme is designed to deliver a step-change in digital analytics performance and so we recommend at least a 12-month engagement. We’re proud that almost all of our relationships with clients span several years.
  • How does Mezzo Labs typically work with clients?
    We view all our engagements as a partnership with the client. Much of our work requires close collaboration with client teams. All our consultants are client-facing – even the technical specialists. We pride ourselves on our ability to communicate technical concepts in plain English. Clients can speak directly to the specialists doing the work. Each client is assigned a senior consultant who oversees the relationship.
  • What is the Performance Accelerator?
    The Performance Accelerator is a toolkit that we have designed using our years of experience in digital analytics. The goal of the Performance Accelerator is to help clients mature their use of digital data and exploit the benefits – whether that’s increasing marketing efficiency or boosting commercial performance, we are confident that we can deliver a step change in your business. Find out more about what the Performance Accelerator has done for our clients and how it could bring value to you.
  • I am not sure what I should be measuring – can you help us define our KPIs?
    A KPI workshop is the typical starting point for most of our client engagements. Digital enables so many tracking possibilities, but this makes it hard to know what to focus on. We will help you and your stakeholders to understand what you should be measuring. We do this in an interactive workshop.
  • Which web analytics tools do you work with?
    We have experts in Google Analytics and Adobe Analytics. We will advise on the optimum way to deploy your web analytics tool kit including web and mobile app analytics. Our technical specialists will configure your tools to extract the information that’s going to make a difference to you. Our Uplifter platform is design to work with both Google Analytics and Adobe Analytics. Find out how Uplifter can take your campaign tracking to the next level.
  • Which data visualisation tools do you work with?
    Our Insights Team are skilled in Tableau, Microsoft Power BI, Google Data Studio and Domo. These are the most popular tools that our clients use. However, we can work with any data viz tool. Find out more by reviewing some of our case studies. Or get in touch
  • Which tag management tools do you have experience with?
    These days a tag management system (TMS) is the standard way to deploy tags on a website. However, it wasn’t always that way. With a heritage in digital analytics, we championed the use of tag management systems since the early days. We are experienced in Google Tag Manager, Adobe Launch, Tealium IQ and Ensighten.
  • Do you provide marketing automation campaign support as a service?
    Yes. We work on marketing automation strategy and execution. Whether you’re just starting to use marketing automation or looking to make a step change we can help you achieve your objectives. We have experience with Salesforce Pardot and Oracle Eloqua.
  • Do you do conversion rate optimization?
    Yes. Conversion rate optimization (CRO) is a core offering of Mezzo Labs which was established five years ago. The Optimisation team have experience using all the leading AB testing tools including Optimizely, Adobe Target, Oracle Maxymiser and AB Tasty. We provide a fully managed service solution covering everything from CRO strategy, test design, build and analysis. If you’d like to talk to use about CRO contact us.
  • Do you do search engine optimisation (SEO)?
    We are specialists in digital analytics, so we don’t take on SEO projects. However, we have a partnership with a great SEO agency.
  • Are you ISO certified?
    We are ISO9001 certified. We chose to get this certification to demonstrate that we provide a high quality service. We are entrusted with the data of our clients – including leading organisations in the Financial Services industry, so providing a high-quality service is in our DNA.
  • Do you have any case studies of the work you have done with clients?
    Yes, case studies can be requested using the contact us link, where we will set up a short call with you and take you through the case studies.
  • Can you provide references from existing clients?
    As a data company we love to measure things and in 2020 our net promotor score (NPS) was 33. We would be happy to connect you a client to provide a reference.
  • Do you participate in requests for proposals (RFPs)?
    We are selective about who we work with and most of our engagements result from relationships that have we have developed over many years. For this reason we don’t participate in RFPs.
  • Who would you say are direct competitors of Mezzo Labs? And how does Mezzo Labs differ?
    Many media agencies have expanded their core offering of selling digital advertising inventory to provide supplementary analytics and insight expertise. We like to think we have an edge over these organisations because digital analytics is all we do – our success is entirely dependent on the expertise we can provide to clients. This is one of the reasons we are able to attract great talent because specialists in digital analytics are the stars of our business, rather than a side-show to the main business.
  • Will Mezzo Labs work with other agencies to deliver a digital transformation project?
    Yes. We are specialists in digital analytics. On wider-reaching digital transformation projects we partner with organisations that have complimentary skills.
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