About us

A clearer view changes what you can do next.

Small-business owners make important calls every day: where to spend, what to fix, what to keep doing, and what deserves their attention next. Those calls get harder when the useful information is spread across sales channels, marketing platforms, inventory tools, spreadsheets, and day-to-day know-how.

The perspective

More information is not always more clarity.

We help turn the information you already have into a practical view of the business. Not a sprawling dashboard for its own sake. Not a stack of reports that create more work. A useful way to see what is happening, ask better questions, and make the next decision with more confidence.

That matters because customers can find and buy from a business through more places than ever. Sales, marketing, operations, and customer activity all leave signals behind. The opportunity is not to watch every number. It is to connect the right ones to the question in front of you.

How we think

Good analytics should make your business easier to run.

Understand before measuring

Every number needs context. We take the time to understand how your business works, what you are trying to accomplish, and where decisions currently feel harder than they should.

Find the signal in the noise

You do not need to track everything. We focus on the few signals that explain what is happening, what deserves attention, and where the best opportunity may be.

Build clarity that lasts

The work should remain useful after the first question is answered. We create practical views and habits that help you make decisions with greater confidence as the business changes.

The experience behind the work

Analytics leadership with a business-first point of view.

HowYaDoin is led by Tom Penney, an analytics leader with more than a decade of experience helping organizations turn business questions into useful measurement, reporting, and action. His work has sat between leaders who need an answer and the technical teams that make the answer possible.

That experience includes shaping KPI frameworks, improving reporting processes, building self-service views, and translating business needs into clear technical priorities. The goal has stayed the same: make it easier for people to understand what is going on and move forward.

For a small business, the approach is deliberately lighter. You do not need an enterprise data program to make better decisions. You need a trusted partner who can listen closely, make the messy parts manageable, and help you focus on what will matter most.

Business intelligence and KPI design

Sales, revenue, and customer reporting

Marketing performance and channel clarity

Reporting process improvement and automation

Start with the question

You know your business. We can help make the picture clearer.

Tell us what has been difficult to see, track, or decide. We will figure out a useful next step together.

Start a conversation