Recap of what I do
- Define the KPI tree for growth and product (acquisition → activation → filing → retention), aligning stakeholders on metric definitions and guardrails.
- Instrumentation & tracking: design the web/app event schema, GA4/GTM (incl. consent mode), pixels, and server-side events; QA and monitor data quality.
- Analytics engineering: model raw sources into trusted, documented datasets (dbt/SQL), joining product, marketing, and finance data for self-serve analysis.
- Dashboards & data products: build exec and team views (cohorts, funnels, LTV/CAC, payback, channel & creative performance) with scheduled refresh and alerts.
- Attribution & budget guidance: multi-touch views and MMM-style rollups to validate spend, support channel mix and seasonal planning.
- Experimentation: design tests (power, sampling), implement tracking, analyze uplift, and publish learnings for pricing, offers, onboarding, and CRM comms.
- Forecasting & seasonality: weekly forecasts for sign-ups, filings, and revenue; scenario models for campaigns and peak tax periods.
- Data governance: naming standards, documentation, lineage, access controls, and compliance-by-design (GDPR, consent).
Outcome: a reliable data foundation, faster decision cycles, and clear visibility from spend to filed returns—enabling smarter budgets, higher conversion, and repeatable growth.
