Data Analytics

I turn complex data into clear, actionable insights that fuel smarter marketing and business decisions. With 15 years of experience in marketing operations and analytics, I’ve built frameworks that reveal not just what’s happening across the funnel, but why it matters and where to act next.

From multi-touch attribution models and predictive lead scoring to automated dashboards in Power BI and Tableau, I design solutions that reduce inefficiencies, accelerate pipeline velocity, and demonstrate measurable ROI. My work empowers teams to move beyond reporting into true data-driven strategy.

By collaborating cross-functionally and breaking down silos, I ensure analytics doesn’t sit in isolation—it connects goals, surfaces opportunities, and drives growth across the organization.

Analytics Portfolio

I specialize in transforming complex data into clear, actionable insights that drive smarter marketing and business decisions. By combining technical expertise in tools like Power BI, Tableau, and SQL with a deep understanding of marketing funnels and customer behavior, I uncover patterns, diagnose challenges, and highlight opportunities for growth. My approach ensures that data isn’t just collected—it tells a story that informs strategy, optimizes performance, and delivers measurable impact.

10–15 minutes

A Guide to UTM Parameters for Effective Analytics

Urchin Traffic Monitor (UTM) Parameters or tags are snippets of code that ou add to the end of your product or website URL to track different campaigns. With these parameters, you can easily track how effective your marketing campaigns are performing, and how website visitors are interacting with your site.
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7–11 minutes

A Step-by-Step Guide to BI Reporting

As your business grows and/or shifts to the cloud, there are four stages of maturity your data passes through. Understanding which stage you’re at will help you understand how to address your specific needs when it comes to BI reporting.
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2–3 minutes

Analytic Insights & Product Strategy

I’m experienced in creating user-friendly and high-converting websites utilizing new layouts, optimizing web pages and UX, ecommerce, customer journey, brand guidelines, and technology tools.
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2–3 minutes

Campaign Tracking Strategy

With the launch of new marketing campaigns, it’s vital to understand and track the performance so the marketing team can make strategic decisions. This is often used when working with paid media, as teams need to account for the money spent and show a return on investment or change strategies. But quantifying marketing performance across…
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2–3 minutes

Create a Comprehensive Email Marketing Resource Hub

I’ve played a pivotal role in many aspects of sales and marketing alignment, process optimization, and communication standardization.
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2–3 minutes

Data & Analytics Presentations

Data and analytics play a crucial role in marketing operations and ecommerce, and I regularly generate reports and dashboards based on the needs and requests of stakeholders.
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