UppedGame
We design and maintain analytics systems that remain reliable over time.
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Doug McCaffrey is the founder of UppedGame and a data architect with over 25 years of experience designing and maintaining analytics systems.
His work focuses on building measurement environments that remain accurate, stable, and fully owned by the organization. This includes moving beyond platform-dependent reporting toward systems that capture and preserve data at its source.
While many analytics engagements focus on surface-level reporting or reactive fixes, Doug’s work is grounded in systems engineering. Under his guidance, UppedGame designs durable data infrastructure, including the BigQuery Data Vault: a BigQuery-based environment built to retain complete, unsampled data and eliminate reliance on platform limitations.
He ensures that every system is structured to minimize technical drift, maintain integrity over time, and provide a reliable foundation for decision-making. His work is not centered on producing insights in isolation, but on designing the systems that make those insights trustworthy.
The Infrastructure of Certainty
Most organizations rely on platform-generated views of their data.
Doug designs the systems required to capture it accurately and preserve it over time.
This system includes:
The BigQuery Data Vault
A BigQuery environment designed to retain complete, unsampled data and ensure full ownership.
Structured Ownership
A shared system where implementation logic, structure, and documentation are transparent and client-owned from Day 1.
Active Defense
Continuous monitoring that identifies technical drift, signal loss, and tracking issues as they emerge.
UppedGame doesn’t manage media. We engineer the environment that shows how it performs.
Two engagement paths.
One consistent approach.
How the work is applied
Doug’s work is delivered through two engagement paths.
For brands
A structured lifecycle to fix, stabilize, and maintain analytics systems.
For agencies
A backend technical layer that ensures reliable reporting across client portfolios.
Client Feedback
“An Indispensable Member of Our Team”
“Doug’s services have ranged from trouble-shooting routine issues to the creation of custom Google Analytics and Looker Studio dashboard reports for internal and external audiences. Doug has also run training sessions and developed materials to help our team manage our reporting requirements independently, supporting our team as needed with advice and occasionally, an extra pair of hands during peak reporting periods. Doug is a pleasure to work with and an indispensable member of our team – highly responsive, genuinely invested in our projects, and committed to seeing things through. His work on our custom reports has been exceptional and I would recommend Doug for such work without reservation.”
— Danielle, Senior Officer, Stakeholder Relations
“Always Meets or Exceeds Expectations”
“We are fortunate to have been working with Doug McCaffrey for several years, and we greatly value his additions to our skill set. In every respect, Doug’s contribution has been insightful, relevant and well-received by our clients. Working with Doug is a pleasure. He is an intelligent and articulate individual who is courteous and respectful. Whether working as part of a team, or independently tasked with a project, he is thorough and conscientious, and always meets or exceeds expectations.”
— Scott, President, Marketing Agency
A foundation in systems engineering
Doug McCaffrey’s experience is built on deep technical work in analytics systems.
He began designing measurement systems at the turn of the millennium, working with early-stage digital teams as analytics infrastructure was still being defined. This long-range perspective allows him to distinguish between platform trends and the underlying principles that make systems reliable.
While his career spans over 25 years, his work remains grounded in current standards. He maintains active Google Analytics certification and applies both historical context and modern implementation practices to every system he designs.