Capital One
Marketing Intelligence Platform
Turning fragmented marketing data into shared intelligence.
My role
Reporting requirements, analytics prioritization, and product roadmap decisions.
Focus
Marketing analytics, measurement, attribution, data products, and dashboarding.
Overview
Led product initiatives focused on marketing intelligence and campaign measurement, enabling marketing teams to better understand customer engagement and business performance through centralized analytics and reporting.
The platform consolidated marketing data into standardized datasets and dashboards, improving visibility across campaigns and supporting more data-driven decision making.
The problem
Marketing data was fragmented across multiple systems, and teams spent significant time manually combining data before they could answer basic questions:
- Which campaigns perform best?
- Where are customers converting?
- Which channels drive engagement?
- How should future marketing investments be prioritized?
Objectives
- Centralize marketing reporting
- Improve measurement consistency
- Reduce manual reporting
- Enable self-service analytics
- Standardize KPIs
- Support executive reporting
My contributions
I worked closely with marketing, analytics, and engineering teams to define reporting requirements, prioritize analytics capabilities, and drive roadmap decisions.
Metrics framework
Partnered with stakeholders to standardize marketing KPIs across campaigns.
Reporting experience
Defined reporting capabilities that let marketing teams quickly evaluate campaign performance.
Data quality
Worked with engineering to improve consistency and reliability of marketing datasets.
Stakeholder alignment
Balanced competing reporting requests from multiple business teams while maintaining a scalable roadmap.
Outcomes
- Faster reporting cycles
- Standardized campaign measurement
- Reduced manual analysis
- Broader stakeholder adoption
- More data-driven marketing decisions