About Me – Developer

Scott Bailey

Developer • Technical Problem Solver • Data-Driven Thinker

I’m a web developer with a strong grounding in full-stack engineering, analytics, data integration, and technical problem-solving. Over the years, I’ve worked across web development, marketing technology, system architecture, and digital infrastructure, often acting as the bridge between technical teams and wider business goals.

What drives me is building things that work: clean, dependable, human-centred digital experiences supported by accurate data, thoughtful architecture, and practical engineering.

I enjoy taking complex technical challenges and turning them into solutions that make sense in the real world, whether that’s a multilingual website, a custom API integration, a data pipeline, or a ground-up application.

What I Do

Full-Stack & Web Development

I’ve built and maintained websites, portals, APIs, and full systems across PHP, JavaScript, custom frameworks, Laravel, and WordPress.

My strengths include:

  • Building stable, maintainable systems
  • Debugging and modernising legacy platforms
  • Creating custom integrations with CRMs, APIs, mail systems, and analytics tools
  • Designing user-focused interfaces that support clear journeys

I’ve delivered everything from fleet-management portals with real-time ECU integrations to marketing websites with multilingual architecture and complex data flows.

Analytics, Tracking & Data Architecture

I specialise in implementing and maintaining clean, reliable tracking across websites and applications.

My experience includes:

  • Google Analytics (Universal, GA4, custom migrations)
  • Conversion tracking and funnel analysis
  • Building dashboards for full ROI and sales-funnel visibility
  • Moving organisations to new analytics platforms under tight deadlines
  • Ensuring compliance, correctness, and continuity of data

I enjoy the investigative side of analytics: understanding what’s happening, why it’s happening, and how we can improve it.

Technical SEO & Global Website Management

I’ve overseen multiple large-scale website launches, rebrands, and integrations of acquired companies — all completed without loss of traffic or conversions.

I’ve delivered:

  • Multilingual SEO implementations
  • Structured data and page-speed improvements
  • Technical audits and automated monitoring tools
  • Content migrations and system consolidations

My aim is always stability, accuracy, and better user experiences.

Systems Integration & Problem Solving

A significant portion of my career has been dedicated to integrating various systems, including CRM platforms, API endpoints, tracking tools, mapping services, email systems, pricing feeds, and more.

I’ve built:

  • Secure middleware
  • Data pipelines
  • Automated testing tools
  • Internal tools for monitoring, reporting, and workflow efficiency

I also enjoy reverse engineering and investigative development work, such as decoding ECU packet structures, translating theoretical models into SQL queries, or reconstructing broken tracking setups.

How I Work

I’m practical, curious, and always willing to dive into technical detail. My approach includes:

  • Clear communication
  • Minimal fuss
  • Adaptability to new tools and environments
  • Collaborative working with colleagues across teams
  • Delivering stable systems that organisations can depend on

I don’t only “complete tasks”, I think about the wider impact, the user experience, the data flow, and long-term maintainability.

Career Highlights

  • Built a Python/Flask AI-enhanced persona-mapping application for personalised user journeys
  • Maintained and rebuilt legacy WordPress systems, including Consent Mode v2 implementation
  • Migrated global organisations through major analytics changes with minimal disruption
  • Delivered a full fleet-tracking platform with real-time ECU CAN-bus data integration
  • Built multilingual websites, merging acquired companies into unified platforms
  • Modernised legacy codebases and improved performance, stability, and maintainability
  • Created custom tools, automated tests, and high-reliability data systems to support decisions

Personamapper – AI-Driven Persona Mapping

One of my current projects is Personamapper, an open-source Python/Flask web application designed to build, analyse, and simulate AI-generated user personas. The aim is to make audience understanding more realistic, dynamic, and usable in real-world workflows.

Personamapper combines structured persona modelling with large-language-model generation to create rich, detailed profiles that go beyond simple demographic sketches. It’s useful for planning content journeys, testing how different audiences might respond to ideas, and generating realistic behavioural patterns for experimentation.

Here’s what it can do:

  • Persona Generation – Build nuanced, AI-enhanced personas with configurable traits, motivations, behaviours, and backgrounds.
  • Dynamic Simulation – Explore how different personas might react to changes in content, messaging, or user journeys.
  • Content & Journey Mapping – Combine personas with scenarios or user paths to better understand how each “type” would experience a product or page.
  • Data-Driven Structure – All persona details are generated, stored, and presented through a clean UI with a consistent schema.
  • Extensible & Open Source – Designed to be easily expanded, integrated, and adapted to different workflows.

The full project, including code, documentation, and examples, is available on GitHub:
👉 https://github.com/thehouseofbailey/personamapper

To see a working example, visit https://thehouseofbailey.pythonanywhere.com/
Login with:
Username: thob_guest
Password: thob_guest

This is a read-only account. For this demo, I have run a crawl on my own Author website (this one) with three defined personas: Dystopian Readers, Ghost Story Readers, and Poetry Readers. You can see the details of these personas by visiting Organisations -> Scott Andrew Bailey – Author -> View Details – the personas are shown at the bottom, and you can click on each to see them in detail.

Another good place to start is the reports – I suggest the Content Analysis report. This shows every page crawled, whether it was mapped to a persona or not and if so, by what percentage of confidence. You can also filter this report to show only pages that have been mapped, for example.

This is still an evolving project, and I’ll be expanding it with more features, visualisations, and practical examples over time.

Note: the AI integration of this has not yet been tested, as I do not have a professional account to test it with.

Current Interests & Projects

I’m currently working on:

  • Advanced AI-driven user-persona mapping
  • Procedural terrain generation (Three.js)
  • Database-driven evolutionary simulation experiments
  • Expanding my portfolio with engineering, analytics, and creative work

More details will be added soon, including video walkthroughs and demos.