The marketing data lake. Iceberg, Glue, dbt, Fivetran, Metabase. You own the bronze/silver/gold models, the schemas, the freshness, the cost, and the contract with downstream consumers. If a number is wrong in a dashboard, you’re the one who finds out why and fixes it at the source.
Source integrations. Every new channel, vendor, or partnership comes with a new data source — Meta and Google Ads, HubSpot, direct mail vendors, CTV platforms, call tracking, utility and financing partners. You stand up the Fivetran connectors (or write the Python when Fivetran can’t), land the raw data in bronze, model it through silver and gold, and surface it where it needs to be.
Attribution and measurement. Multi-touch attribution across paid, organic, direct mail, OOH, CTV, partnerships, referrals, and field sales. Identity resolution across web, CRM, and offline conversions. You’ll design and maintain the attribution models the team relies on day to day, and the incrementality work that informs bigger budget decisions.
Experimentation infrastructure and readout. Geo holdouts, conversion lift studies, direct mail incrementality, on-site experiments. You’ll build the data infrastructure that makes them trustworthy — assignment logging, variant tracking, exposure data — and you’ll do the analysis to tell the team whether the result is real.
LTV, conversion, and channel ROI. The models that tell us what a customer is worth, what each channel is actually delivering, and where the next dollar should go.
Dashboards and self-serve. The Metabase dashboards leadership, marketing, and sales check daily. Built so the team can answer their own questions when they can, and knows when to come find you when they can’t.
Being the analytics partner to the GTM team. The marketing, performance, and exec teams will bring you real questions all the time — whether a campaign worked, why one market is lagging another, where we should be investing more. You answer those questions with data, clearly, and with enough context that the team trusts the answer.