“Why don’t our tools agree?”
Ad platforms, web analytics and the CRM each count in their own way. I trace where the figures diverge and write down which one to use for which decision.
Areas of workI’m Adrienne. I build the data models behind marketing teams’ numbers.
I started in paid acquisition, moved to tracking, then to the pipelines and models underneath. Before building a model, I want to understand what people will use it for and what its numbers are supposed to mean.
I work mostly with marketing and data teams in e-commerce, on BigQuery, dbt, SQL and Python.
Questions people bring me
“What does a customer cost us?”
At lePERMISLIBRE, answering it meant defining acquisition, allocating spend, and keeping the cost of customer journeys separate from conversion attribution.
Read: An acquisition cost should be explainable“Can someone else run this after you?”
Conventions, business rules, runbooks and access, written while the platform is being built, so another person can understand, operate and change it.
Read: Build a data platform someone else can runWhere I’ve worked on them
L’Oréal, via Business & Decision
Standardising Google Analytics and Google Tag Manager across 50 countries, 50 brands and thousands of websites.
lePERMISLIBRE
Marketing data in a five-person data team: acquisition-cost modelling, attribution comparisons, and real-time pipelines routing advertising leads to call centres.
UnNest
Data collection, ingestion, warehouse modelling and reporting for different clients, adapted to the people who will use and maintain each system.
Have a question about your data?
Tell me the context and what you need to decide. A project, a technical question, or something you’d like to compare notes on are all fine.
contact@adriennevermorel.comOr use the contact form