Martech Revamp for Attribution Accuracy
Re-architected GA4/Netcore/HubSpot/Metabase for clean attribution, faster reporting, and better lead quality.
Overview
Attribution was inconsistent and reporting slow. I owned the product roadmap for measurement and rebuilt the data path to trust outcomes—daily.
Context & Role
Company: Miles Education. Role: Program Manager (CTO's Office).
Problem
Mixed UTM taxonomies; duplicate contacts; manual reporting.
Objectives
Single source of truth; faster, self-serve reporting.
Product Decisions
Mandated a pragmatic UTM spec; wrote guardrails into tooling (link builders, validation). Prioritised dedupe and enrichment before advanced analytics to avoid compounding errors.
Solution
UTM standard + link governance; n8n enrichment (normalisation, tagging, dedupe); Metabase dashboards on Postgres; monthly audits.
Architecture
Ingest (web/app) → GA4 → ETL (n8n) → CRM + Postgres → Metabase.
Metrics & Impact
+20% lead quality · 25% faster reporting · −40% CRM duplicates.
Evidence
Pre/post UTM compliance; dedupe logs; dashboard load times; QBR snippets.
Challenges
UTM enforcement across many operators; legacy campaigns.
Lessons
Specs are necessary; enforcement via tools is sufficient.