Unified Marketing Analytics Platform

Problem

Customers were using capabilities spread across separate SaaS products and multiple marketing data sources. This created fragmented reporting experiences and made it harder to analyze cross-channel performance and identify actionable improvements.

My Role

I owned the product strategy and roadmap for analytics, SEO, and competitive-intelligence capabilities, and contributed to the consolidation of two SaaS products.

Product decision

I prioritized migration and consolidation requirements around customer reporting workflows and the roadmap for SEO and competitive-intelligence capabilities.

Constraint

Migration priorities had to account for customer reporting workflows distributed across separate products and data sources.

Process

• Owned the roadmap for SEO and competitive-intelligence capabilities.
• Integrated reporting experiences across multiple marketing data sources.
• Shaped insight-driven workflows that summarized cross-channel performance.
• Identified opportunities to surface improvement areas and actionable recommendations.
• Prioritized migration and consolidation requirements across customer workflows.

Outcome

Enabled 40% customer migration onto the consolidated SaaS platform, simplifying reporting, analytics, and data-connector workflows into a single experience.

Takeaway

Platform consolidation includes both a product change and a customer migration. Reporting workflows provide a concrete basis for planning that transition.