I’m Pavel Sabatka, and for over 15 years I’ve helped companies make sense of their own data. Not to give them a prettier dashboard — but so they know what actually drives their revenue and can make decisions based on it. No more “it probably works.”
How I got from code to data
I didn’t come to analytics through marketing. I came to it through code.
I’ve been programming since 2009, so things like CSP, MVC or SSH aren’t just “IT jargon” to me — I understand how websites work under the hood. In 2010 I first played around with web analytics and realised this is exactly where technology meets business. That combination has never let me go.
Over time I’ve sat on both sides of the table — including the financial one. For eight years I was a CFO at an agency, so I know what the numbers behind business decisions really look like. I was the one accountable for them.
What makes me different
Measurement rarely fails on the technical side. It fails in translation — between IT, marketing and management. Everyone speaks a different language, and the data gets lost along the way.
And that’s exactly where I’m different: I’m the person who can talk to all three camps. I’ve been through all three roles myself — I’m a developer, an analyst, and I’ve been a CFO. I know what each side needs to hear, and I say it in their language. You don’t have to translate anything — you hand it over to me and take it off your mind.
How I help companies
- Tracking design and management — GA4, GTM, server-side. A custom framework that measures a wide range of things automatically.
- Measurement accuracy audits — where you’re losing data, and how much.
- Data integrations — BigQuery, connecting multiple sources into a single reporting setup.
- Reporting and dashboards — Looker Studio, Power BI in your own visual style.
- GDPR and consent — cookie banners, consent mode, legal compliance.
- Training and consulting — from the very basics to advanced.
This is just an overview — details and pricing are on my services page.
Who I work with
I’ve worked with Seznam.cz and Heureka on GTM templates — I work with the biggest players on the Czech market. For corporate clients I manage tracking for websites across Europe; the infrastructure I designed has held up for years without rebuilds. And with some clients I’ve been working for over ten years — they started from zero and today do things they’d never have dared to at the start.
My experience in numbers
- 15+ years in digital analytics
- 5 years teaching web analytics at Masaryk University (2016–2021)
- 5 years of training analytics courses at Czechitas
- Led a team of digital analysts at House of Řezáč
- Regular speaker at conferences and MeasureCamps
Talks and community
I don’t do analytics just for clients — I live it outside of projects too. I speak at conferences and MeasureCamps, where I share the real measurement bugs I run into at companies.
I’m not your typical “IT guy”
I’ve spent years doing improv theatre, trained as a coach and taken rhetoric courses — maybe that’s why a meeting with me isn’t a lecture, it’s a conversation. I can explain complex things simply, without the fluff. After all, my motto is “Data. Made simple.”
Let’s talk
Want to see how I think? Take a look at my blog — I write about measurement, data, and the mistakes I find at companies.
Dealing with measurement and looking for someone you can hand it to and take off your mind? Get in touch.