National automotive retailer · With GlueIQ
Measurement for
the next decision.
Attribution, reporting and forecast models that help the team plan spending, understand performance and decide what to optimize.
- The setting
- Digital marketing connected to online and store outcomes
- My role
- Measurement strategy, forecasting and optimization
- The work
- Adobe Analytics attribution and a shared performance view
The assignment
The business needed a shared view of how digital marketing contributed to online purchases and in-store appointments, along with a practical way to use that information in investment decisions.
I worked with the team on attribution and reporting, built forecast models, and helped connect measurement to a regular optimization process.
What I led
- Work on Adobe Analytics attribution and a unified performance dashboard.
- Forecast models to support investment planning and expectations for performance.
- Connecting media activity with online and store outcomes.
- A regular process for reviewing performance and identifying changes to targeting and spending.
What we put in place
A shared performance view, forecasting models and a regular optimization process to support media decisions.
That meant bringing the forecast and observed performance into the same discussion, so the team could assess where to invest and what to improve.