Unified Marketing Analytics Platform I designed

Unified Marketing Analytics Platform

I designed and implemented a unified marketing analytics platform for a SaaS organization where Marketing, Sales, and Finance were working across disconnected systems and often arriving at different answers to the same business questions.

The real challenge wasn’t visualization - it was the data foundation. I built a governed reporting layer in dbt that unified CRM, marketing, pipeline, and billing data into a single trusted model with standardized business definitions.

The result is a full-funnel view from Lead → MQL → Qualified MQL → Pipeline → Revenue, giving teams visibility into exactly where performance is breaking down and creating one source of truth for executive reporting and operational analytics.

Once that foundation was in place, I connected Claude to the governed model and automated a proactive analytics workflow. Each morning, the AI assistant analyzes recent Sales and Marketing performance and delivers a concise briefing directly to Microsoft Teams - highlighting trends, performance gaps, and recommended actions before leaders even need to ask BI for a report.

The key principle: AI works from the same governed data foundation as the business - not disconnected raw systems. This creates a scalable path from trusted data → analytics → AI-generated insights → business action.

My role: Data Architecture · Analytics Engineering · Metrics Design · Executive Reporting · AI-Enabled Analytics