I enhanced overall performance across the paid media channels by establishing an attribution reporting framework to gain a comprehensive understanding of each channel's impact. This approach allowed me to analyze and interpret the data from a holistic perspective, ensuring that every channel's contribution to our goals was clearly understood and effectively utilized. By integrating these insights, I optimized our strategies across all channels, leading to improved outcomes and a more cohesive marketing effort.

I overhauled the client's tech stack to improve the analysis of channel attribution, integrating specialized attribution tools and reporting through a range of data tools. This strategy enabled a more accurate determination of how different channels work together, uncovering essential performance drivers to boost overall results. Furthermore, critical optimizations were implemented to efficiently sharpen and elevate performance outcomes.