Analytics
Analytics Expertise
Numbers without insight are just noise.
Analytics is more than charts and dashboards — it’s about finding the signals that actually drive performance. My approach is rooted in clarity, connection, and accountability: ensuring data informs action, not just observation.
Over the past decade, I’ve built and led analytics programs that bring business impact into focus — connecting marketing, UX, and product decisions directly to measurable outcomes.
How I Apply Analytics Strategy
Assess and Align
I start by validating that measurement frameworks reflect true business drivers — not vanity metrics.
At Quantum Fiber, I redefined KPIs around customer activation and conversion velocity, replacing channel-level reporting with performance insights that drove tactical and strategic decisions.
Clarify What Matters
In complex digital ecosystems, it’s easy to drown in data. I focus on surfacing the metrics that reveal cause and effect — lifetime value, funnel drop-off, device behavior, post-purchase retention — and eliminating the noise that distracts from real opportunity.
Build Clear Dashboards
I’ve led the design of GA4 and Looker dashboards that bridge data fluency gaps between departments. Each view is built around what a role needs to know, not what’s easy to pull — helping executives, marketers, and merchandisers see the same story from their own angles.
Establish Testing Routines
Analytics and experimentation are inseparable. I’ve embedded A/B testing frameworks that standardize how hypotheses are logged, measured, and shared — turning every test into a repeatable learning cycle that accelerates organizational knowledge.
Translate Data to Action
Data without interpretation is wasted effort. I partner across functions to turn insights into next steps, connecting findings to CRO, UX, and acquisition roadmaps. The goal: fewer reports, more results.
My Approach, in Context
For more than a decade, I’ve helped cross-functional teams make sense of complex digital signals — from attribution modeling to retention analysis.
Across tools and teams, my focus remains consistent: understand why the numbers move, not just how much they do.
Analytics isn’t static. It’s a continuous conversation between your customers and your business — and my role is to make that conversation clearer, faster, and always tied to performance.