About Obscurity
Analytics governance for regulated organisations. Founded in Dublin, built for organisations where measurement must be compliant, auditable, and trustworthy.
Who We Are
Obscurity is an analytics governance consultancy based in Dublin, Ireland, founded in 2018. We work exclusively with regulated organisations - insurance, fintech, energy, and travel companies - to help them govern their analytics and marketing tracking. Our focus is the gap between how analytics systems are implemented and how they are governed. Most organisations have invested significantly in data collection tools - tag managers, analytics platforms, consent management, experimentation platforms - but very few have invested in the processes that keep those systems controlled over time. We close that gap. We inventory what is running, assess how it is governed, and build the frameworks, workflows, and reporting structures that keep measurement accountable and audit-ready.
Founder
Obscurity was founded by Dónal Troddyn. His background spans analytics, tag management, and compliance for regulated organisations - the intersection where measurement, technology, and governance meet. He built Obscurity to address a problem he saw repeatedly: organisations investing heavily in analytics tools but having no structured way to govern what those tools actually do. Tags accumulate. Ownership fragments. Consent logic goes untested. Executive reporting runs on data nobody can fully explain. Obscurity exists to close that gap - not by adding more tools, but by bringing governance discipline to the measurement layer.
The Analytics Governance Control Model
Our work is structured around the Analytics Governance Control Model - five layers that address measurement governance from the forces destabilising it through to executive accountability.
Start a conversation
Whether you are exploring analytics governance for the first time or looking for a structured partnership, the Executive Briefing is the best place to start.