IBISWorld Marketing

Historically, IBISWorld’s marketing team has relied on performance-level metrics and obfuscated attribution dashboards for measuring business-level impact.

I set out to change that by tackling the beast that is marketing-influence and attribution.

The strategy went like this: start small, at the project level, and build out to encompass more and more channels and functions. I built the strategy this way to safeguard it against what had kept it stalling in the past—trying to build everything all at once.

I started with the AI connectors project, tracking initiatives using UTM links, and started incorporating other areas over time.

I worked cross-functionally with technical experts and specialists across the business, project managing the initiative to keep everything on track.

Because of this project, the marketing team can now justify spend, prioritize initiatives based on real data, and get a seat at the table with business leaders.