Capabilities do not create impact by themselves. Dashboards, models, attribution frameworks, and experiments only matter if they change day-to-day decisions and execution. That is the purpose of initiatives: short-cycle actions that accelerate adoption, reduce friction, and convert analytical output into operational routines. This is where the Marketing Project Lead with data expertise acts as an…
Advanced Marketing Analytics : Turning a Reliable Lead Engine into a Compounding Performance System
Once the lead engine is observable and reliable, the next level is leverage. Advanced marketing analytics is where the organization stops optimizing what is merely correlated with conversions and starts optimizing what causes conversions, margin, and long-term value. In order words, it is performance governance at scale: a disciplined way to decide which channels, journeys,…
Marketing Analytics Specialization : Business Intelligence & Data Governance for Reliable Performance
If the main mission of the Marketing Analytics lead is to steer lead flows end-to-end, Business Intelligence and Data Governance are the reliability layer that makes that steering possible. This specialization is where marketing becomes an operational system with service levels, controls, and accountability. The value is straightforward: when data is reliable and measurement is…
Marketing Analytics Core Mission : Steering the Lead Engine End-to-End
The role of a Marketing Analytics Lead is more than just about producing dashboards and analytics after the fact. It is about operating a lead engine as a business-critical system: continuously monitored, optimized, and evolved. In practice, this is what “lead flow steering” means: you treat marketing as a run organization with performance obligations, operational…
A KPI Blueprint for Engagement and Traction
A marketer ultimately manages three pillars of growth: engagement, efficiency, and profitability. Here, we focus on the first one: engagement. If you want to drive real traction, you need a KPI stack that connects user behaviour to business outcomes. The framework below is a structured measurement system in four tiers. Use it as an operating…
Anchoring Incremental Experiments in the Marketing Calendar
As a marketing analyst, I spend half my week answering the same three questions: “What’s working?”, “Should we put more budget into it?”, and “Can you prove it?”. Last month, I explained that to really address digital marketer’s performance questions, Return on Advertising Spend (ROAS) wasn’t the best guidance and that instead of reporting on…
Stop Trusting ROAS and Start Measuring Incrementality
The Return on Advertising Spend (ROAS) tells you how many conversions the platform claims you got. Incrementality tells you how many of those would not have happened without your marketing efforts. If you optimise for the first and ignore the second, you are flying blind on actual business impact. As a marketing data analyst, your…
Why Should we Ticket our Analytics Jobs?
While Martech, Sales Ops and Data Engineering teams typically rely on well-defined intake processes, Data Analytics teams often operate without the same level of rigor. During my time as a data analyst supporting marketing and sales functions, I experienced this firsthand. Requests would arrive through vague emails with little to no context, offhand remarks in…
Three Frameworks That Make Your Analysis Aim, Hit, and Trigger Action
As an analyst, your job isn’t just to crunch numbers, it’s to guide your audience through an airtight investigation. Ditch the flood of dashboards, charts, and raw metrics. When you overwhelm, you lose them. Instead, break complexity into progressive, deliberate, and digestible steps. Build your case like evidence in a trial, each point reinforcing the…
My Essential Project Planning Shopping Cart
When I joined a big tech company as a sales analyst, I had to audit the BI and propose ideas to develop it. Structuring this audit and the resulting development project felt like a chaotic shopping trip. I’d grab slides from past presentations, borrow templates from different teams, and piece together documents just to figure…