Background
Marketing data lived in silos across Meta, Google, LinkedIn, and TikTok with no way to compare performance across channels.
The challenge
Leadership couldn't answer basic questions about which channels delivered the highest returning customer value.
What I built
- Multi-platform ETL pipelines with daily refreshes
- Normalized cost and conversion metrics across all channels
- Customer value attribution models
- Executive dashboards with cross-channel comparisons
The outcome
For the first time, leadership could compare campaign performance across platforms using normalized metrics — enabling a 15 percent budget increase toward channels with highest returning customer value.
Budget conversations shifted from opinion-based debates to data-driven decisions.