More from the traffic you already have.
I’m Jason Tabert. I help marketing and growth teams connect their analytics, test what matters and personalize what works, on B2B and B2C sites. I set the strategy and build the work myself, so nothing waits in a developer queue.
More from the traffic you already have.
I’m Jason Tabert. I help marketing and growth teams connect their analytics, test what matters and personalize what works, on B2B and B2C sites. I set the strategy and build the work myself, so nothing waits in a developer queue.
Your customers bought your platform. I help them use it.
When your services team is at capacity, I work your customer accounts as a strategist: roadmaps, test design and client-side builds in your tool, delivered under your process. I’ve spent years on the customer side, including a seat on Optimizely’s Customer Advisory Board, so I know what an account needs to see before renewal.
Where it stalls
Most teams I talk to already have the pieces: an analytics tool, a testing tool, maybe a CDP full of audiences. What’s missing is the connection between them. Two dashboards report different numbers, so nobody trusts either one. Tests run but don’t change what ships. Audiences get built and never reach the site. Then the renewals arrive, and no one can say what any of it returned.
What I do
- Measurement you can trust. GA4 and Tag Manager setup and cleanup, event plans, behavior analytics like Fullstory, and getting your tools to agree on the numbers.
- Conversion research. Funnel and session analysis plus user research to find where people stall and why, before anyone guesses at a fix.
- Experimentation. Strategy, backlog, test design, sample size, client-side builds, QA and readouts that end with a decision.
- Personalization. Getting your audiences, whether from a CDP, a campaign or how someone arrived, into your testing tool, and serving the experiences that earned it. When traffic is too low to test, I’ll say so and suggest what will work instead.
Selected work
Built a program from one person to four business lines
At Zillow I grew marketing experimentation from a single practitioner into a practice serving four independent lines of business, reaching 60 to 70 tests and personalizations a year, with volume up about 30% in the final quarter. The program returned about five times what it cost.
Brought test builds in-house
Moved builds from an outside agency to an in-house team, saving about $300K a year and cutting the wait between idea and launch.
Rebuilt trust in the data
Evaluated Fullstory against Contentsquare, then led the move off Contentsquare and Heap so teams could answer their own questions again.
Connected campaigns to the site
Brought CDP audiences into Optimizely so tests could target the same people our paid campaigns reached. Winning experiences became always-on personalizations.
Treated page speed as part of every test
Trimmed the Optimizely snippet, served it from Zillow’s own CDN and swapped server-rendered content blocks per variation, to keep flicker out and Core Web Vitals healthy.
Put AI to work on the program
Connected Claude to our Jira backlog and Confluence requirements to flag new requests, catch stuck tests and compile program metrics, with a person signing off on every decision.
What I offer
Conversion and measurement audit
Start here. 2 to 3 weeks, fixed fee from $10,000.
I look at your tracking, your funnel, your testing and how they connect, and whether your results hold up. You get a prioritized 90-day plan you can run with me or without me.
Fractional optimization lead
About a day a week. From $7,000 a month, 3-month minimum.
I run your program as if I were on staff. I keep the backlog honest, design each test so it can answer the question it asks, build the variations in your tool, and QA them on desktop and mobile before anything goes live. Every readout ends with a decision.
- Backlog prioritization with your stakeholders
- Test design, sample size and run-time planning
- Tracking and audience setup so every test measures the right thing
- Client-side builds and QA in your tool
- Readouts your executives will act on
- Office hours, so your team learns the craft too
Scoped projects
Quoted per scope.
A tracking cleanup, an analytics migration, a personalization launch, or getting your CDP audiences into your testing tool. One clear outcome on a fixed timeline.
For testing and personalization vendors
Platform partner strategist
Monthly blocks of hours, quoted per scope.
When your services team is booked, I take on customer accounts: strategy, roadmaps and builds in your platform, run through your process and your tooling. Your customers get someone who has sat in their chair.
What I build
I build
Client-side tests and personalizations in Optimizely and similar tools, plus the tags, events and tracking behind them in Tag Manager. Each one is checked for flicker, layout shift and broken events before launch.
Your developers keep
Site rebuilds, platform migrations, server-side and feature-flag work, and data pipelines in your warehouse. I’ll write the spec and review the results.
Background
I’ve worked in experimentation and analytics for more than 15 years, on both sides of the table and on both B2B and B2C sites. I started in consulting with Microsoft, T-Mobile and Starbucks, worked on site optimization at Expedia and REI, ran website optimization at Tableau, then spent seven and a half years owning Zillow’s marketing experimentation and analytics platform.
- Former member of Optimizely’s Experimentation Customer Advisory Board, and of its Opal AI Pioneers group (Optimizely’s AI platform, now Optimizely Agent Platform)
- Repeat speaker at Opticon, Optimizely’s annual conference
- Colleagues called me the professor: I ran weekly office hours, lunch-and-learns and hands-on workshops so teams could test without me in the room
Where AI fits
I use AI agents for the slow parts of a program: sizing tests, drafting briefs, building variations, checking QA and summarizing results. The calls that matter still go through a person, usually me. I’ll set your team up to work the same way, with the checkpoints left in.
How we’d work together
- First, a 20-minute call. If I’m not the right fit, I’ll say so and point you to someone who is.
- Audits and scoped projects. Fixed fee, half up front.
- Fractional work. Billed monthly in advance. 3-month minimum, then two weeks’ notice from either side.
- Where. Remote, from Seattle. US and international clients.
- If you’d rather hire. If you decide you want this role in-house and want me in it, the contract allows that with no conversion fee.
Tell me what you’re working on.
Tracking you don’t trust, tests that stall, audiences that never reach the site. Twenty minutes is enough to know whether I can help.
The booking calendar is on its way. Until then, email me and we’ll find a time.
Rather write?
Send a note about what you’re working on. I read every one and reply myself. You can also email jason.tabert@gmail.com.
How this site works
This site runs a small version of the setup I’d put on yours.
You’re seeing the default version.
You arrived without a campaign tag, so you got the default headline.
Personalization
A few lines of script at the top of the page read how you arrived and pick a headline before anything is drawn, so the wrong one never flashes first. The choice is kept for your visit and sent to analytics, so I can see how each audience behaves.
Measurement
Google Analytics 4, loaded through Google Tag Manager, counts visits, scrolling, and clicks on the booking, email and LinkedIn links. It also counts when someone opens the booking calendar, picks a time and books, and when someone starts and sends the contact form. It never records what you type.
Why no A/B test
This site gets a few hundred visits a month. At that traffic, a test would need about five months to reliably detect even a doubling in bookings. An honest personalization beats a test that can’t answer its own question. I give clients the same advice.
Your privacy
Google Analytics uses cookies to tell visits apart. You can block them in your browser or with Google’s opt-out add-on, and the site works the same. The booking calendar and the contact form only receive what you choose to enter. The privacy page has the details.