- Vanilla Numbers,
- KiddoSpace, and
- Aura Reveal.
Data Architecture & Flow
End-to-end data flow from marketing channels through processing to reporting and alerts
1. Marketing Channels & Data Integration
I have experience integrating data from a wide range of marketing platforms: Paid Social Media: Meta/Facebook Ads - Implemented comprehensive tracking of campaign, adset, and ad-level metrics including creative element performance TikTok Ads - Connected campaign performance data with creative testing frameworks Instagram Ads - Integrated with cross-platform reporting for unified social media analysis Search & Display: Google Ads - Incorporated search and display campaign metrics into unified dashboards SEO Traffic - Connected organic search performance with paid channel metrics Native Advertising: Taboola - Built dedicated performance dashboards with daily and monthly metrics tracking NewsBreak - Implemented profit-centric reporting with margin analysis Mobile & App Marketing: AppLovin - Created ROAS-focused performance tracking with custom KPI definitions E-commerce Platforms: Shopify - Integrated transaction data, customer metrics, and purchase behavior Checkout Champ - Connected custom checkout solution data with marketing performance Funnelish - Incorporated funnel performance metrics
2. Data Collection Methodology
My approach to data collection prioritizes reliability, consistency, and automation: API Integrations: Implemented direct API connections to major platforms (Facebook, Google, Shopify) Created scheduled data refresh processes for consistent reporting Developed error handling and validation to ensure data accuracy ETL Solutions: Utilized Fivetran and Supermetrics for streamlined data extraction Employed Make (formerly Integromat) and Zapier for workflow automation Built custom data transformation processes to standardize metrics across platforms Data Warehousing: Designed scalable data storage architecture for growing brands Implemented appropriate data models for cross-platform analysis Created standardized naming conventions and metric definitions
3. Reporting Systems & Dashboards
I have designed and implemented multiple reporting systems with varying levels of complexity: Executive Dashboards: Whole Business P&L - Combined data from all marketing channels and e-commerce platforms to provide complete business performance visibility Cross-Channel ROAS Tracking - Unified performance metrics across platforms for accurate comparison Profit and Margin Analysis - Focused on bottom-line impact beyond basic marketing metrics Platform-Specific Dashboards: Facebook Performance Analysis - In-depth tracking of campaign, adset, and ad performance with creative element breakdown Taboola Performance Tracking - Daily and monthly performance trends with color-coded indicators AppLovin Campaign Analysis - Mobile-specific performance metrics and ROAS tracking NewsBreak Campaign Monitoring - Revenue and profit tracking with margin analysis Creative Performance Frameworks: Creative Element Tracking - Analysis of hooks, angles, scripts, actors, and other creative components New Concepts vs. Iterations Analysis - Comparison of performance between new ideas and refinements Country and Product Segmentation - Market-specific performance data for targeted optimization Inventory Management: Stock Level Monitoring - Tracking of product inventory across SKUs Turnover Rate Analysis - Measurement of inventory efficiency Supply Planning Tools - Data-driven approach to inventory management
4. Alert Systems & Automation
I've implemented comprehensive notification systems to ensure timely action on performance insights: Daily Performance Summaries: Automated Slack notifications with key metrics across platforms Color-coded performance indicators for quick understanding Platform-wise spend, revenue, ROAS, profit, and margin updates Winning Creative Alerts: Custom notification triggers based on country-specific ROAS thresholds Automated identification of scaling opportunities Performance details and recommendations for immediate action Inventory Alerts: Low stock warnings to prevent stockouts Excess inventory notifications to optimize carrying costs Seasonal inventory preparation reminders
Multi-Platform P&L Dashboard
Comprehensive business performance tracking across all marketing channels
Facebook Performance Dashboard
Detailed analysis of ad performance by creative type, angle, editor, script, and other dimensions
Daily Slack Notifications
Automated performance summaries delivered daily to relevant teams
Creative Performance Analysis
Tracking of new concepts vs. iterations performance with hit rate analysis
Facebook Campaign Overview
Country-specific campaign performance with key metrics and trends
- Enabled data-driven budget allocation across channels based on ROAS and profit
- Identified high-performing creative elements for replication across campaigns
- Provided market-specific insights for targeted strategy adjustments
- Eliminated manual reporting processes, saving 15+ hours weekly in data compilation
- Reduced time to identify and scale winning creatives from days to hours
- Streamlined performance analysis across previously siloed platforms
- Supported scaling of successful campaigns through immediate performance feedback
- Enabled rapid testing and optimization of new creative approaches
- Facilitated expansion into new markets with data-driven entry strategies
- Identified underperforming channels and campaigns for budget reallocation
- Optimized inventory levels to reduce carrying costs while preventing stockouts
- Improved marketing ROI through more precise targeting and creative approaches
- Data Integration: API connections, ETL processes, custom connectors
- Analytics Tools: Google Sheets, Looker Studio, BigQuery
- Automation: Zapier, Make, custom scripts, scheduled workflows
- Visualization: Dashboard design, metric visualization, conditional formatting
- E-commerce Platforms: Shopify, WooCommerce, custom checkout solutions
- Marketing Platforms: Facebook Ads, Google Ads, TikTok Ads, Taboola, AppLovin