Data Management and Dashboards

Marketing in a digital environment is as much about the data you acquire, how you apply it and ultimately use that data to make informed decisions and influence your business partners.

I have worked with a wide range of analytics platforms from Sitecatalyst, Google Analytics, Statcounter and Amplitude to name a few. In addition, I have developed a number of digital and interactive dashboards which have been highly customized based on a campaigns structure or needs of a business.

— Data Analytics

Extensive experience in implementing CDPs, DMPs, integrations with Oracle, Salesforce and LiveRamp as well as purchasing and applying 3rd party data sources.

— Data Application

Delivering an easy to digest digital dashboard requires clean data and naming conventions from the very start. Developing marketing strategies that apply universale taxonomies and structure across all aspects of a marketing organization is a particular skill set I have led numerous times

— Data Taxonomy

Digital Dashboard Project Samples

  • Mutli-Market Campaign Dashboard

    Developed a highly customized marketing dashboard which integrated site analytics and paid media campaigns to offer predictive estimates of online engagement back to offline sales through retailers

  • API Automation

    All data was digital in nature and fed automatically through real time APIs.

  • Return on Ad Spend

    Custom formulas were built within the dashboard to automatically assign revenue values against each marketing channel

Lead Generation & Direct Customer Enrollments

  • Multiple Data Sources

    This particular project combined multiple data sources from Salesforce, Google Analytics, paid media, email and social to track real time leads and enrollments alongside actual de-duped and closed lead sources.

  • Multi-Channel Marketing

    With numerous marketing channels which could not be automated through an API, a consolidated database in Google Sheets offered a solution to combine data sources so team members could easily filter through different vendor and channel performance outputs.

  • How Are We Doing?

    When the CMO wants to know during the first week of the month how we are doing - they no longer have to wait 30-days to find out. Custom formulas within this dashboard allow us to adjust real time data from Google Analytics with Salesforce actuals to maintain a discrepancy within 1 - 2%

Offline and Online Media Dashboard

  • All Campaigns - One Dashboard

    This particular dashboard allowed the client to easily see all of their campaigns, creative costs and agency fees in one dashboard. The unique design allowed terrestrial television, radio and OOH to live in the same dashboard as their paid search and social channels

  • Kill the API

    3rd party APIs to pull data for campaigns are great - when they work. For this multi-page dashboard, I was able to integrate a browser plugin which could pull data from the various vendors with two clicks and feed into Google sheets. No more embarrassing broken dashboards when there is an API change in the middle of a meeting with senior leadership.

  • Build it.

    From television GRPs to OOH billboard impressions, now the client can see their total market reach and frequency as it unfolds each month.