Overview
Marketing analytics is the foundation of data-driven decision making. I build comprehensive analytics ecosystems that collect, process, visualize, and interpret marketing data from every channel. My approach goes beyond basic reporting — I create analytical frameworks that uncover hidden patterns, attribute revenue accurately, and provide prescriptive recommendations for optimizing marketing spend.
I have extensive experience implementing and customizing Google Analytics 4, building Tableau and Looker dashboards, configuring Power BI reporting, and setting up event tracking with Mixpanel and Amplitude. I've helped clients reduce data reporting time by 80% through automated dashboards, identify $200K in wasted ad spend through attribution analysis, and double conversion rates by uncovering funnel friction points through behavioral analytics.
My analytics practice covers the full spectrum: tracking infrastructure setup, data layer implementation, custom dimension configuration, goal and funnel setup, cohort analysis, attribution modeling, predictive analytics, and executive reporting. I ensure your data is accurate, accessible, and actually used to make better marketing decisions.
Tools I Use
Key Benefits
Unified Data View
Consolidate data from all marketing channels into a single source of truth with automated dashboards that eliminate manual reporting and spreadsheet errors.
Accurate Attribution
Understand which channels, campaigns, and touchpoints truly drive conversions with multi-touch attribution models tailored to your customer journey.
Funnel Insights
Identify exactly where prospects drop off in your conversion funnel and what behavioral patterns distinguish converters from non-converters.
Real-Time Optimization
Access live performance data that enables rapid campaign adjustments, budget reallocation, and creative optimization based on what's working now.
My Process
Step 1: Audit
Review current tracking setup, data quality, reporting processes, and analytics tool configuration to identify gaps and improvement opportunities.
Step 2: Implement
Set up or reconfigure tracking infrastructure including event tagging, data layers, goal configuration, custom dimensions, and API integrations.
Step 3: Build
Create automated dashboards, custom reports, and visualization systems that surface key metrics and insights for different stakeholders.
Step 4: Analyze
Conduct deep-dive analysis including funnel analysis, cohort analysis, attribution modeling, and statistical testing to uncover actionable insights.
Step 5: Act
Translate analytics findings into specific marketing recommendations, implement tracking for recommended changes, and measure impact.
Frequently Asked Questions
GA4 is event-based rather than session-based, giving you more flexible and accurate tracking. It includes enhanced privacy controls, cross-platform tracking, AI-powered insights, and predictive metrics. Unlike Universal Analytics, GA4 doesn't rely on cookies in the same way, making it more resilient to privacy changes. However, it has a steeper learning curve and different data model that requires proper setup.
GA4 is essential for most businesses as a baseline analytics solution. For product analytics and user behavior tracking, Mixpanel or Amplitude are excellent. For executive dashboards and cross-channel reporting, Tableau or Looker are ideal. I recommend a layered approach — GA4 for web analytics, a product analytics tool for user behavior, and a BI tool for custom reporting.
I implement analytics solutions with privacy-by-design principles. This includes proper consent management integration, data anonymization, IP masking, data retention limits, and compliance with GDPR, CCPA, and other regulations. I also help configure Google's consent mode and ensure your analytics setup respects user privacy choices while maintaining measurement accuracy.
A basic GA4 setup can be completed in 1-2 days. A comprehensive analytics infrastructure with event tracking, custom dimensions, dashboard building, and attribution modeling typically takes 2-4 weeks. For enterprise setups with data warehouses, ETL pipelines, and custom BI dashboards, plan for 4-8 weeks. I prioritize high-impact tracking first and build out complexity over time.
Ready to Make Data-Driven Decisions?
Let's build an analytics system that turns your marketing data into a competitive advantage.
Contact Me Now