Marketing Analytics · Performance Marketing · Campaign Measurement
Kriti
Singhal
Turning Campaign Data into Business Decisions
4+ years analyzing paid media performance, customer lifecycle behavior, and channel
attribution across Google, Meta, Amazon, Email, and GA4 — and translating those insights
into dashboards, reports, and recommendations that help marketing teams spend smarter.
Marketing Analytics
Campaign Performance Analysis
I track, report, and optimize paid media performance across Google, Meta,
Amazon, and email — building dashboards and analyses that show what is working,
what is not, and where to move budget.
Attribution and Channel Measurement
I connect the dots between ad spend and revenue using attribution
modeling and incrementality analysis — so teams stop crediting channels that are
not actually driving conversions.
Customer and Lifecycle Analytics
I analyze funnel performance, cohort retention, and customer
value to help teams understand who their best customers are and how to acquire and
retain more of them.
SQL
Tableau
Power BI
GA4
Google Ads
Meta Ads
Amazon Ads
Python
Klaviyo
Attribution Modeling
A/B Testing
Dashboarding
Channel Attribution · What Platforms Report vs What Actually Drives Revenue
↳ Overstated · budget redirected to higher-performing channels
↳ Validated · scaled with confidence
↳ Undervalued in last-click · reallocated budget here
+18.4%
Revenue uplift projected · same total budget · smarter channel allocation
Platform Reported
True Channel Contribution
Day to Day · What I Actually Do
📈
Campaign Reporting
Weekly and monthly dashboards across Google, Meta, Amazon, and email for
marketing and leadership teams
🔍
Channel Analysis
Diagnose what is driving performance by channel, audience, creative, and
placement
💡
Budget Optimization
Identify where spend is over or underallocated and build the business case for
reallocation
🗣️
Stakeholder Reporting
Translate complex data into clear narratives and recommendations that
non-technical leaders can act on
Reporting Automation · How I Scale Insight Delivery
📥
Raw Data
Channel inputs
→
🧠
SQL + Python
Clean and model
→
📊
Tableau / BI
Visual dashboard
→
📋
Insight
Stakeholder-ready
Automated weekly reporting workflow
4.5 hours → 45 seconds
Core Skills
SQL·
Tableau·
Power BI·
GA4·
Google Ads·
Meta Ads·
Amazon Ads·
Python·
A/B Testing·
Attribution Modeling·
Funnel Analysis·
Cohort Analysis·
RFM / LTV·
Incrementality Testing·
Media Mix Modeling
Experience and Expertise — click to expand
Baz Bros Wholesale
CRM Media Analyst
Jul 2025 – Apr 2026 · Remote
Multi-Touch Attribution
Media Mix Modeling
SQL
Tableau
Reporting Automation
Built attribution reporting and campaign dashboards across Google, Meta, and Amazon.
Automated weekly performance reporting, reducing analysis time from hours to minutes and enabling faster
budget decisions.
AI Priori
Marketing Analytics Consultant
Jun 2023 – Sep 2023 · Washington DC
Incrementality Testing
Attribution Analysis
Media Mix Modeling
GA4
Ran channel attribution and incrementality analysis revealing significant ROAS
overstatement in Google Display. Delivered media mix analysis projecting 18.4% revenue uplift from
budget reallocation without increasing total spend.
Reevyv
Marketing Analyst
Jul 2024 – Jan 2025 · Lantana FL
Customer Segmentation
Cohort Analysis
Funnel Analysis
Klaviyo
Meta Ads
Analyzed customer lifecycle and funnel performance, uncovering a significant LTV gap
between segments. Redesigned targeting and email flows based on cohort behavior, achieving 4.8x Meta
ROAS and 30% online revenue lift.