Turning Data Into Decisions with Marketing Analytics

• Role: Digital Marketing Specialist II, Modea

• Objective: Build a reporting framework that connected marketing performance to business goals.

• Outcome: Improved visibility into marketing ROI, stronger alignment with Sales, and data-driven decisions at the leadership level.

The Challenge

Modea’s marketing performance data was siloed across platforms, making it difficult for leadership to evaluate ROI or tie campaigns to the sales pipeline. A consistent reporting framework was needed to connect marketing activity to business outcomes and guide long-term strategy.

My Approach

I designed a reporting system that brought together data from multiple sources and made it actionable:

• Dashboard Development: Built Looker Studio dashboards using GA4, Heap, and CRM data to track traffic, engagement, and conversions.

• Attribution: Implemented UTM tracking across campaigns to connect content, email, and paid efforts to leads.

• Sales Collaboration: Partnered with Sales to align reporting on form fills and lead scoring, ensuring MQLs were accurately tracked.

• Leadership Reporting: Delivered monthly reports and presented insights to the COO and board, highlighting what was working and where to adjust.

Results

• Delivered consistent reporting framework used by leadership for decision-making.

• Improved attribution by connecting campaign performance, content engagement, and conversions directly to Sales outcomes.

• Guided strategy shifts that prioritized high-performing channels and improved ROI.

Featured Work