Marketing Analytics

From cross-domain GTM setup to enterprise-level Power BI dashboards, I build the infrastructure that turns raw data into actionable insight. Whether it's tracking booked appointments via GA4 or aligning marketing and revenue teams around a single source of truth, I help organizations understand what’s working and what’s not.

My analytics approach is practical, not theoretical. The goal isn't more reports. It's making smarter, faster business decisions based on what the data actually says.

Highlights:

  • Unified reporting across 28 websites and 200+ digital properties

  • MQL to SQL funnel visibility via Power BI

  • GA4 and GTM infrastructure driving real-time appointment tracking

Overview

At Kids Dental Brands, I built the marketing analytics foundation for a growing DSO with 46 offices, 28 websites, and 200+ digital properties. I led the transition to GA4, built custom GTM containers, and created dashboards that track real business outcomes: like booked pediatric appointments and ortho leads from form fill to treatment start.

I consolidated marketing data into clear, actionable reports used weekly by our president and COO to guide budget, creative, and operational decisions.

    • Roll up marketing performance from 200+ digital properties into a usable format

    • Provide real-time visibility into lead generation and booked appointments

    • Align marketing with revenue to optimize budget allocation

    • Enable cross-functional teams to make decisions from a single source of truth

  • GA4 + GTM Infrastructure

    • Migrated 28 websites to GA4

    • Built custom Google Tag Manager containers for each site

    • Created standardized tagging systems for form fills, clicks, calls, and more

    • Tracked actual booked appointments for pediatric offices via GA4 events and form submission tracking

    Custom Dashboards

    • Developed branded Looker Studio reports for each office

    • Built executive-level rollup dashboards showing channel mix, lead flow, and cost efficiency

    • Created weekly business intelligence views in Power BI for orthodontic funnel tracking

    Cross-Team Collaboration

    • Worked with developers, IT, and operations to ensure accurate implementation

    • Partnered with analysts to define MQL-to-SQL logic and key business rules

    • Established a weekly reporting cadence with executive leadership

    • 100% of pediatric locations now track booked appointments

    • Full-funnel insight into ortho lead progression from MQL to SQL

    • Centralized dashboards used weekly by the COO and president to evaluate campaign performance

    • All marketing sources - Google, Meta, TikTok, and local listings tracked consistently

    • Google Tag Manager container builds

    • GA4 events with custom parameters and triggers

    • Looker Studio dashboards for real-time monitoring

    • Power BI for deep-funnel orthodontic analysis

    • Form tracking, call tracking, and enhanced conversions

    • Reporting tailored for both ops and executive audiences

Let’s Work Together

I collaborate with businesses that are ready to scale. Whether you’re building from the ground up or optimizing what’s already working, let’s talk about how I can help you grow.

Contact Me