About us
Digital Analytics Agency Based in Worksop, Nottinghamshire.
Etymology
Oneiro
/əʊˈnɪərəʊ/
noun · from Greek Ὄνειρος (Óneiros)
n. A dream. In Greek mythology, the Oneiroi were the personifications of dreams, sons of Hypnos, who passed into the waking world through gates of horn and ivory.
We named the agency after the word because dreams without measurement stay dreams. Our job is to turn the ambition into the numbers, with the discipline that turns one into the other.
Pronounced oh-NEER-oh. Stress on the second syllable.
Analytics, CRO and Shopify Plus engineering for ecommerce brands that measure what they spend. Senior consultants. UK-based. No junior handover.
We started because we kept seeing the same problems: GA4 implementations full of holes, attribution that blamed the last click, and paid media spend wasted because no one had built a proper first-party data strategy. Brands were making significant budget decisions on data they could not trust.
Whether you are selling high-end fashion or enterprise software, the challenge is the same: fragmented data, data-intensive customer journeys, and decisions that need to be defensible. We solve that.
We work across the full measurement stack: GA4 implementation, server-side tagging, consent mode, attribution modelling, and custom reporting. We connect that measurement work directly to paid media and conversion strategy, so every recommendation we make is traceable back to revenue.
We are a focused team of analytics consultants, paid media specialists, and CRO practitioners. We do not run large account teams. Our clients work with the same senior people throughout an engagement.
Our founders have led data and growth work for some of Britain's most recognised brands, including Sports Direct, FLANNELS and Belstaff. The current client list runs from luxury heritage labels to premium DTC retailers and a handful of SaaS businesses we are not naming yet. The thread that runs through all of it: outcomes first, with the data infrastructure to prove it.
Client results
How we work
Our principles.
Data over opinion
Every recommendation we make is grounded in evidence. If the data says we're wrong, we say we're wrong.
Outcomes over outputs
We're not here to produce reports or fill dashboards. We're here to move numbers that matter to your business.
Honest over comfortable
If your tracking is broken, your attribution is wrong, or your campaign structure is wasting budget, we'll say so.
Depth over breadth
We work with a focused portfolio of brands. Deep partnerships produce better results than wide, shallow retainers.
Founder
Career background
Matthew Hobson
Co-Founder
Matthew's career in data did not start in a boardroom. It started on the shop floor of an independent fashion boutique.
From there he joined a major UK retail group, spending years embedded across some of Britain's biggest retail brands: Sports Direct, Flannels, GAME and Evans Cycles. Working inside a business of that scale means learning fast, dealing with real volume, and understanding that measurement is not a nice-to-have. Stints at AXA and Belstaff followed. Somewhere along the way, a genuine obsession with attribution, data quality and making analytics actually useful took hold.
That background is the foundation of how Oneiro Digital operates. The problems he spent years trying to solve inside large retailers, including broken GA4 setups, misattributed spend, and PPC managed without a first-party data strategy, are exactly the problems he now fixes for clients. The difference is that the work moves faster and the clients actually see the output.
At Oneiro Digital, he leads client consultancy and operations, working directly with brands on measurement strategy, data infrastructure, and growth. He does not run through an account team. You deal with him. Outside of work, the priorities are the gym, family, and Sheffield United.
Specialisms
The team
Who you'll work with.
Keeley Shaw
Co-Founder
Keeley arrived at the world of digital via a route most agency founders have not taken: a dance degree, a Masters in Education, and a career in teaching. That combination of creativity, structure, and the ability to explain complex things clearly turns out to be enormously useful when running a business.
At Oneiro Digital, Keeley keeps the whole operation running smoothly, managing accounts, finances, and the day-to-day so that nothing falls through the cracks. When she is not doing that, she is training. Hard.
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