About WillowCore Utility
A small analytics practice that draws email click-paths until the next send decision feels obvious.
Registered business
WillowCore Utility Ltd is the official registered business name. The practice was established in 2018 in Manchester, first as a freelance desk supporting catalogue email teams, then as a limited company once quarterly retainers needed a clearer home.
Early work focused on reconstructing click sequences from messy ESP exports for northern retail and membership brands. Clients kept asking for walls they could stand in front of — so the studies became visual by habit, not as a slogan.
How we work
We sit between CRM operations and creative. Exports come in; path maps and a decision brief go out. We stay close to the evidence in your sends rather than inventing a generic “framework.”
Sessions happen remotely across Great Britain, with optional readouts at our Manchester desk when a wider team needs the posters in the room.
People
Maya Ellison
Founder and lead analyst. Former CRM coordinator for a Manchester catalogue house; now draws the click-path maps and runs client readouts.
Tom Rees
Visualisation partner. Turns cleaned click tables into poster-scale journey art that creative teams can argue with productively.
Values in practice
- Evidence before opinion — if the export contradicts a favourite hero link, the map says so.
- Shared pictures — CRM and creative leave with the same drawing.
- Finite scopes — audits end on a date with a brief, not an open-ended dashboard login.
Community
We mentor junior CRM analysts through short Manchester meetups twice a year, walking through anonymised path maps from older studies.