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Marketing Analytics

In recent decades, the marketing industry has undergone a radical transformation with new technologies reshaping the way businesses engage with their customers. Despite this evolution one constant has remained… analytics is essential to justify marketing investments and drive data-backed decisions. However, gathering the necessary data is complex, often involving disparate systems that don’t communicate effectively. Implementing a comprehensive data strategy and automated marketing analytics solution provides businesses with clear insights into their campaigns’ effectiveness, ultimately enabling marketing teams to do more with fewer resources.

Portfolio Category
Analytics
Published Date
June 6, 2024

Over the course of multiple projects, I worked with industry-leading tools to deliver key marketing analytics capabilities. Ultimately helping businesses track performance across advertising channels and optimize their marketing strategies. Below are the key activities and technologies I focused on:

  1. Advertising Platforms (Google AdWords, Meta Ads, Bing Ads, Instagram, Twitter): Collected and analyzed cost and performance data (impressions, clicks, etc.) from major advertising platforms to understand the effectiveness of ad spend and campaign reach.
  2. Web Tracking (Google Analytics, Adobe Analytics, Interaction Studio): Enabled tracking of website performance and tied insights back to marketing channels to identify which campaigns drove traffic and customer interactions.
  3. Media Plans (Insertion Orders - IO): Ingested media plan data to measure campaign performance against allocated budgets, ensuring alignment with marketing goals and optimizing resource allocation.
  4. Email Data Analytics:  Analyzed email marketing performance to track engagement, upsells, and customer interactions, helping businesses capitalize on this direct communication channel.
  5. Data (Sales, SQLs, MQLs) via Salesforce and ERPs: Integrated data from CRMs and ERPs to calculate the ROI of advertising channels, linking marketing efforts to sales outcomes and qualified leads.
  6. Vendor Data Exports: Created automated analytics exports to share performance insights with third-party agencies and vendors, helping them better optimize the marketing efforts they manage.
  7. Advertising Sellers (Media Plans and Marketing Performance): Worked with advertising sellers who manage placements on websites, mobile apps, and other platforms, focusing on sales team performance and marketing analytics to maximize ad revenue.