Marketing Data Warehouse & Insights

Overview

Built a centralised data lake and real-time marketing insights dashboards that enabled personalised campaigns across 10+ cohorts, driving measurable increases in engagement and conversion.

The Challenge

Marketing and product teams lacked unified data access, leading to siloed campaigns and inability to personalise at scale across customer cohorts.

The Approach

Partnered with engineering to build a centralised data lake. Designed journey metrics to evaluate funnels, built dashboards in Looker, and defined product KPIs that informed major feature improvements.

Key Outcomes

• Delivered real-time marketing insights dashboard increasing CTR by 12%
• Built centralised data lake enabling self-serve analytics for 5 internal teams
• Improved signup conversion by 8% through funnel bottleneck redesign
• Built SQL and Python pipelines to monitor ML accuracy and drift

The Result

Enabled marketing segmentation across 10+ cohorts, with self-serve analytics driving a 12% CTR increase and an 8% conversion lift through data-informed funnel redesign.