Company form update

Published: 2023-08-14
Updated: 2023-09-12

Starting August 2023, I work via my own private limited company, Custom Dimensions Consulting Oy (Finnish business ID 3368091-1).

This change happens due to the business growing. After 2,5 years of full freelance work I feel confident that this is the way I want to work to the foreseeable future, and as a sole proprietorship carries a small liability risk, it was time to put up a proper company.

Business continues as usual.

Why the name?

The thinking behind the company name was a lengthy – but not very deep – process. I wanted to distance myself from the company if at some point I might want to grow the business further, so variations of my name were out of the question. All the great one-word ideas I came up with, that would be related to analytics and some of my interests, had already been taken. So I looked for an analytics-related term that would have some ambigous meaning.

A large part of my work is defining custom dimensions on which the end users of data can work with. It’s such a significant part of analytics that most platforms have their own settings sections for them. Defining the dimensions is often enjoyable creative work, while setting them up is typically menial shoveling (especially in Piwik Pro), so there are some multifaceted feelings attached to that term. For me, the word dimension also has a bit of a scientific, even magical, connotation to it (at least if we’re talking about spacetime).

Custom in itself signals that I do tailored analytics implementations. I don’t like just copy-pasting GTM recipes, since every company is unique, and there is no analytics platform that would serve a company out-of-the-box without some customisation.

Adding Consulting to the name was the hardest decision. I really don’t like to identify myself as a consultant – I’d much rather be a specialist, a developer, an expert – but consulting organisations on the best course of analytics implementations is a large part of what I do. And I liked the alliteration with custom.

So there we have it, a name that’s awkward to type, spell and pronounce (especially for a non-native English speaker), but I like it.