- Business problem
- Marketing teams needed a clearer and more reliable way to measure website activity, campaign traffic, conversions, and engagement across multiple digital properties.
- Original request
- Improve analytics and campaign measurement for marketing initiatives, including a major campaign with its own digital experience.
- Investigation
- Google Analytics 4 properties, Google Tag Manager, existing tagging, campaign tracking, UTM usage, internal traffic, conversion events, consent-related measurement considerations, and reporting requirements.
- Work performed
- Reviewed the measurement environment, defined tagging and filtering requirements, developed UTM governance recommendations, identified conversion and funnel measurement needs, and planned implementation work.
- Deliverables
- Measurement recommendations, tagging requirements, campaign tracking conventions, funnel and reporting guidance, and implementation estimates.
- Relevant systems
- Google Analytics 4, Google Tag Manager, campaign UTMs, web analytics, and marketing measurement systems
Previous Projects
Examples of business, data, measurement, reporting, and digital system problems I have worked on across organizations and teams.
Some organization details are generalized to protect confidential client and employer information.
Start with the problem
The original request is not always the actual problem.
Many of these projects started as a request for a report, dashboard, tracking change, migration, or system fix. The work often involved understanding the process and data behind the request before changing the technology.
Selected projects
- Business problem
- Fundraising, advancement, and operational teams needed reliable Salesforce reports that answered real business questions without requiring users to repeatedly export and reconstruct information outside the system.
- Original request
- Build reports and dashboards for frontline fundraisers and other advancement teams, including information about assigned prospects, outreach, activity, fundraising progress, and operational work.
- Investigation
- Business requirements, reporting definitions, Salesforce object relationships, available fields, report types, filters, formulas, existing reports, migrated data, and how different teams used the information.
- Finding
- Some reporting requests depended on more than report configuration. They also required clarification of business definitions, object relationships, available data, and the processes that produced the information.
- Work performed
- Created and refined more than 50 Salesforce reports, evaluated report types and filters, translated business questions into reporting logic, investigated data issues, and worked with stakeholders to refine requirements.
- Deliverables
- Salesforce reports, reporting structures, business-rule clarification, field and filter recommendations, and reporting foundations for future dashboards.
- Relevant systems
- Salesforce, Salesforce Education Cloud and advancement data, reports, dashboards, report types, formulas, and related fundraising data
- Business problem
- Duplicate and inconsistent CRM records were reducing trust in Salesforce and affecting reporting, user workflows, and the quality of information available to teams.
- Investigation
- Duplicate patterns, record creation processes, imports, field consistency, normalization requirements, user workflows, and upstream sources that contributed to recurring data-quality problems.
- Work performed
- Developed and implemented data-quality processes, improved normalization and duplicate management, reviewed the causes of unreliable records, and helped establish controls intended to prevent the same problems from continually returning.
- Outcome
- Duplicate records were reduced by approximately 75 percent, improving the reliability of CRM information used for reporting and day-to-day work.
- Relevant systems
- Salesforce, CRM data-quality processes, duplicate management, normalization, validation, reporting, and data governance
- Business problem
- Product information and digital assets moved through multiple platforms, vendors, and business processes. Manual steps and inconsistent information made it harder to keep product data and assets synchronized across systems and channels.
- Investigation
- Product information workflows, digital asset management, metadata, taxonomy, syndication, source systems, integrations, vendor requirements, and where manual processes were creating additional work or inconsistencies.
- Work performed
- Worked across DAM, PIM, ERP, commerce, and product-syndication processes to improve how product information and digital assets were organized, transferred, enriched, and distributed.
- Deliverables
- Workflow improvements, integration and automation work, product and asset data processes, metadata and taxonomy improvements, reporting, and vendor/system recommendations.
- Relevant systems
- Acquia Widen DAM, Syndigo, 1WorldSync, Python, product information systems, digital asset management, integrations, and data workflows
- Business problem
- Business reporting depended on legacy reporting tools and data spread across multiple systems, making it difficult for teams to consistently access and use the information they needed.
- Original request
- Modernize business reporting and replace legacy reporting processes with a more usable analytics environment.
- Investigation
- Existing Oracle reports, business reporting requirements, source-system data, report usage, data transformations, and how different teams consumed operational and analytical information.
- Work performed
- Helped translate legacy reporting requirements into a modern reporting environment, developed and migrated reports, worked with data pipelines and source systems, and supported the move toward more accessible business intelligence.
- Deliverables
- Tableau reports and dashboards, migrated reporting logic, requirements documentation, data validation, and reporting processes that replaced or reduced dependence on legacy Oracle reporting.
- Relevant systems
- Oracle reporting, Tableau, business intelligence, data pipelines, and enterprise reporting systems
Have a similar problem?
If your reporting, data, measurement, or digital systems are producing information your team does not trust, tell me what is happening and what you are trying to accomplish.