Centralized MMM & MSM Dataset

Marketing, Brand, and Operations teams were operating in silos, using their own versions of MMM results and KPI queries. This led to fragmented datasets, conflicting KPI definitions, and inconsistent reporting.

Business Impact: Leadership lacked a "single source of truth" to compare MMM outputs against real-time channel performance, making agile, ROI-driven budget decisions difficult.

I designed and built a centralized Tableau MSM dataset that unified Multi-Touch Attribution (MTA) with Marketing Mix Model (MMM) outputs.

• Data Integration: Engineered data pipelines (using Alteryx) to join paid, organic, and affiliate data into a standardized schema.
• Governance: Collaborated with cross-functional teams (Marketing, Brand, Ops) to govern KPI logic, ensuring consistent definitions across the organization.
• Unified Schema: Developed a standardized table structure that allowed for the direct comparison of MMM outputs against real-time performance metrics like CPA and ROAS.
• Visualization: Created a unified dashboard in Tableau that served as the backbone for measuring marketing effectiveness across all teams.

• Decision Speed: Reduced analysis turnaround time by 40% by automating the data refresh and consolidation process.
• Unified Reporting: Established a single source of truth, enabling ROI-based budgeting across channels and markets.
• Better Credit Allocation: Eliminated data silos by consolidating paid, organic, and affiliate data into one framework.