Marketing Analytics SaaS
Ran engineering in-house at a marketing analytics company from 2016 to 2023. Built the system that tracks which ads actually led to sales, across all the major ad platforms.
- Client
- FunnelAmplified
- Engagement
- Director of Technology (in-house)
Photo by Atlantic Ambience on Pexels
What it does
A marketing analytics company that pulls campaign data from the major ad platforms, figures out which ads actually led to sales, and shows it all in one dashboard. The hard part isn't the dashboard — it's the work behind the scenes to get clean numbers in the first place, and figuring out which ad actually deserves the credit for a sale.
What I did there
Director of Technology from 2016 to 2023, in-house. Ran the engineering team and the system itself: bringing the data together, working out which ads deserved credit for a sale, and connecting to Meta, Google, TikTok, and the other ad platforms. Grew the team and the system over seven years as the company grew.
Why this matters for the work we do now
Marketing data is messy. The same sale can show up three times in three different ad platforms under different names. Pretending otherwise is how analytics tools end up lying to the people running the business. Cleaning that up at the foundation — not just on the dashboard — is the difference between a tool you trust and a tool you ignore.
The same careful approach to clean data is what makes our AI summary work possible. A weekly summary that gets one number wrong is worse than no summary at all.