Data is my thing
Welcome to Might & Metrics! I'm Aristide, an independent consultant. For more than 15 years, I've been navigating the world of web analytics, helping clients make sound decisions with tools that are powerful, but rarely simple.
A carefully chosen toolkit, mastered inside out
I deliberately work with a limited number of tools: only the ones I trust, that create genuine value, and that I know inside out. I'm not here to pile more technical debt onto a legacy stack. I'm here to build durable solutions that help your business perform better.
Tag Management
Google Tag Manager implementation and maintenance, client-side and server-side, across every environment: websites, apps, hybrid setups, and more.
Analytics
Google Analytics (interface & BigQuery), Piwik PRO, Piano Analytics: advanced setup, documentation, and complex architectures spanning multiple sites, languages, currencies, and more.
Server-Side Tracking
From choosing the right solution to implementation and maintenance: AddingWell, Stape, Google Cloud Run, or on-premises.
Cookie Consent
Support choosing the right platform, seamless integration with Didomi, Axeptio, Sirdata or OneTrust, sharper wording and design, plus basic or advanced Consent Mode V2.
Media Tracking
Tagging tailored to your acquisition channels: Google Ads, Meta, TikTok, LinkedIn, Pinterest... Monitoring, CAPI, event architecture, and robust consent governance.
Training
OPCO / Qualiopi-certified trainer in my areas of expertise. I've trained students and professionals through alfie Formation, Ontrain, EDHEC, Le Wagon, ENSAI, and more.
An AI-First approach — within reason
Artificial intelligence isn't a gimmick; it's a force multiplier. I weave leading LLM technologies — Gemini, ChatGPT, Claude, Antigravity — into my day-to-day work to automate the tedious bits, speed up complex tracking-plan development, and focus on the work that creates the most value.
AI for horsepower, humans for judgment (Aristide Riou, 2023).
I've been doing this for far too long...
2010 - The Early Days
E-commerce
My first steps into data were in e-commerce (M&M's, Cdiscount), doing the unglamorous legwork and learning every side of the job.
2013-2016
Agencies
I then joined major Paris advertising agencies (Wunderman, BBDO), where I had the chance to lead web analytics strategy for brands including Mercedes, Procter & Gamble, LVMH, and Ford. It was tough, but it taught me a lot.
2016 - 2020
Ouest France
At Ouest France, I led a genuine long-term analytics strategy in-house for the first time, across a complex ecosystem with rare — and fascinating — scalability challenges.
2016 - 2023
Royal Canin
Basically the same thing, only with kibble.
Today
Modern Data Stack & Freelance
After more than seven years as a 'shadow freelancer' on the side, I finally left salaried life behind to work full-time through my company, Might and Metrics. If you get the reference, you're clearly good people.
Trusted by teams that take data seriously
Easypara
A leading French online pharmacy and health retailer
Fugam (pecheur.com, chasseur.com)
E-commerce pioneers and France's leading online fishing retailer.
April Moto
A leading online motorcycle insurer. Server-side migration and cross-functional product and acquisition support.
Codes Rousseau
If the light is red but the driver behind is riding my bumper, should I run it?
Rue89
Analytics support for a full website redesign and implementation of the new tracking setup.
LNA Santé
A complete tracking overhaul.
Ouest France
Yes, Ouest France again — this time as an embedded freelance consultant. Otherwise, much the same as above.
Winter Energies
Product and acquisition team support, with a cross-functional web and app strategy.
Vetsécurité
A leading retailer of safety clothing and equipment
Agency partners
A few of the agencies that brought me in to strengthen their data capabilities:
A straightforward, no-nonsense approach
Complete Transparency
One clear rate: €100 before tax per hour, billed in 15-minute increments. No more, no less, and no hidden fees. My time is updated live, with full access to the timesheets.
Total Flexibility
No minimum invoice. Need me for five hours and I believe I can add value? Let's go 🙏. No retainer and no mysterious package.
Zero Conflicts of Interest
I don't run your paid-search campaigns or own your UX. Data collection should remain separate from the decisions it informs. I equip the experts in those fields with reliable data so they can do their jobs properly.
Thoughtful, Tailored Solutions
Custom development or an off-the-shelf solution? It depends. I make the technical decision that best fits your stack and budget — not simply the one that's easiest for me.
Independence
I never recommend a tool because there's a referral fee in it for me. If a fee exists, I always disclose it and offer an alternative. Consulting and product sales are two different jobs, and I know which one is mine.
Longevity & Documentation
Everything I do is documented and reasoned. I should be replaceable at any time, so your team always keeps its autonomy.
Quality > Quantity
I only take on work I genuinely have time to do. To stay highly responsive — and retain something resembling a social life — I deliberately limit my number of clients.
No Bullshit
Three-hundred-and-fifty-slide decks, three-hour steering committees, and epics chopped into 327 user stories? Very little of that here. We act, and we ship.