Marketing Analytics

The Role
As the Head of Marketing Analytics at GE Digital, I led a team of analysts and data scientists in creating a robust marketing data lake, running advanced queries, and developing comprehensive marketing dashboards. These dashboards were utilized daily by individual teams and served as essential tools for marketing and commercial executives.

The Approach
My approach centered around using data to tell a compelling story. I focused on creating visually engaging dashboards that not only tracked and measured KPIs but also provided actionable insights. These insights were aimed at optimizing paid media, email marketing, website performance, and aligning efforts with strategic business goals.

Key Achievements

• Campaign Funnel Dashboards: Developed detailed dashboards that drove strategic insights and optimized marketing best practices. These efforts led to a 170% increase in lead engagement, a 195% boost in the accuracy of marketing pipeline reporting, and an 85% rise in new opportunities.

• Efficiency and ROI: Enhanced marketing efficiency and productivity by providing actionable insights on specific tactics aligned with the buyer's journey. This optimization led to a 75% increase in marketing-influenced pipeline for sales and delivered a 133% return on investment (ROI) on marketing spend.