Built a reporting framework to connect lead generation, applications, and customer conversions across CRM, website, and campaign data. The project improved visibility into channel contribution, funnel performance, and the role of the company website as a major acquisition channel.
Marketing and customer acquisition data was spread across CRM, website, campaign, and source-reporting systems. This made it difficult to clearly understand which channels were contributing to lead generation, applications, and customer conversions.
I helped structure the reporting approach, analyzed CRM and website data, organized attribution logic, and translated the findings into clear insights for internal reporting and marketing decision-making.
