Avoq D&A Team Build
Digital marketing, analytics, digital strategy, campaign management
Mission Summary
At Avoq, I had managed more than $12 million in paid media and digital advertising campaigns. But our capabilities for reporting on the effects of these campaigns - and learning how to improve for the next flight - was way behind the times.
Our reports were static, manually compiled, and rarely stepped beyond what I called “proof of life” reporting. They were valuable for showing the client that something was happening, but failed to quantify impact on a business goal.
Analytics Reporting
I started our revamp by building our capabilities with Looker Studio and Supermetrics, which allowed our team to analyze data in real-time and compile automated dashboards that never needed manualy updating. I also wrote a couple of custom API connectors in Python to pull in data from more niche services like Reddit and Brandwatch.
From there, the key task was improving data literacy among the digital team and our colleagues in the strategic communications and account management wings so that we could develop forward-looking, change-driving reports.
Data Warehousing
As we moved towards data ownership, I began to build out our firm’s data warehouse so that marketing performance data could be stored, structured, and analyzed in ways that cut across different industries and verticals. The data warehouse also serves as a basis for AI and machine learning tasks including predictive models and optimized budgets.
I built the warehouse on Bigquery and used a combination of no-code tools (Supermetrics) and SQL to perform ETL steps.
Team Building
After being promoted to firm-wide Director of Campaign Analytics, I also brought in an associate who had no previous experience in analytics. I built a training curriculum using sources like Data Camp and the Meta Blueprint series, and phased the learning pathway to build data literacy. The curriculum was supported by monthly working days where we applied lessons to actual client work.
Results
The number of staff hous spent manually reporting on bluechip accounts decreased by an estimated 60%, inversely to the rate of adoption of our automated dashboards.
