Marketing Analytics

Marketing Analytics partners with Leadership and GTM teams to develop and execute the Global Marketing Strategy while owning the overall measurement framework.

Meet the Team

Leadership

Team Members

Each functional marketing team has a designated point of contact with Marketing Analytics team member:

Team Member	Role	Area of Focus
David Egan	Sr. Manager, Marketing Analytics	Top to middle of funnel
Djordje Micovic	Sr. Manager, Marketing Analytics	Middle to bottom of funnel
Robert Kohnke	Senior Analytics Engineer	Marketing Analytics Engineering
Jerome Ahye	Data Scientist	Marketing Data Science
Dennis Charukulvanich	Senior Data Analyst	Top of funnel
Ankit Kanwar	Senior Data Analyst	Full Stack marketing
Luke Salmas	Senior Data Analyst	Bottom of funnel

How to Work with Us

Create an issue in our Marketing Analytics project. Select an appropriate issue template or use the default template.

For urgent or small questions, reach us via the #mktg-analytics channel. We avoid direct messages to prevent workflow bottlenecks and maintain transparency in documenting insights.

Issue Templates

Select an appropriate template or use the default if none fit your request.

Dashboard Request: New Tableau dashboard
List Request: User list pull
Web Analytics Request: Web data analysis
Pixel Implementation: Third-party script implementation on the marketing website
Data Engineer Request: Assistance with coding, coding standards, or data engineering
Marketing Analytics Onboarding: Internal only - new team member onboarding

Who to Assign Issues To

Assign issues based on the “Team Members & Stakeholder Alignment” table. Unassigned issues trigger weekly alerts via our custom triage bot.

Our Work

We publish self-service dashboards to help teams understand key marketing KPIs. Our dashboard page lists our supported dashboards and the framework for publishing a new one.

Our Dashboards are based on the metrics defined in our Marketing Metrics page.

What We Support

We build dashboards and reporting using GitLab’s Enterprise Data Warehouse (EDW), including:

Source of Truth (SoT) Tableau dashboards
Ad-hoc reports in Snowflake and Tableau
Ad-hoc investigations in Google Sheets

We don’t support SoT or campaigns based Dashboards in Salesforce.

How We Work

We plan quarterly to align projects with company objectives, which receive priority in our workflow. We organize work in monthly milestones and 2-week iterations. Unplanned ad-hoc issues are triaged based on urgency and alignment with company objectives.

Issue Board

Each MA team member has an issue board at the Marketing project level (search for Marketing Analytics). Boards track task progression through the following status columns:

New: Issues awaiting triage
Start: Triaged and ready for next iteration
In Dev: Active work in current iteration
In Review: Awaiting stakeholder feedback or QA review
Blocked: Blocked by another task
Complete: Done

Issue Weights

Marketing Analytics uses the Fibonacci sequence when creating issue weights. We start with a weight of 2, smaller is too simple for an issue. Similarly, we break any issue larger than 13 into an epic.

Epics

In order to categorize various related issues, we make use of epics to help each team member organize their work, especially when it crosses multiple milestones. If it is a Marketing Analytics epic, we will add the In Epic label to it, so that we can easily see that it is part of an epic on our kanban board.

Milestones

The Marketing Analytics team works in one month milestones at the /gitlab-dot-com/ level. Each individual contributor (IC) is responsible for adding issues to the milestone that will be completed in the two week time frame. If needed, the IC will separate the main issue into smaller pieces that are workable segments of the larger request.

We are the Business Owners Of the Following Applications

To request access please follow the access request process as outlined in the business operations handbook. If you are working with a contractor or consultant that requires access to one of these tools, please follow the professional services access request process as outlined in the procurement handbook.

Operational Timeline of Changes

Periodically Marketing Analytics becomes aware of significant changes that affect overall data and reporting. To capture these, we have a shared Operational timeline of events with the MktgOps team. They primarily add any process changes to this document as they occur. It has been a great communication tool, especially as we look back at metrics in the past and can track the changes that were made.

Important Resources

Allocadia

Allocadia is Marketing Performance Management Software.

Google Analytics 4

Google Analytics 4 Google Analytics 4 (GA4) is a web analytics tool and the successor to Universal …

Google Tag Manager

Google Tag Manager (GTM) is a web tagging management tool that configures web tracking rules and …

Marketing Analytics - Analytics Engineering

Marketing Analytics' Analytics Engineer supports the Marketing Analytics team directly as well as the wider Marketing Org to develop, hone, and refine SQL code by interfacing with and acting as liaison between the Central Data Team (CDT) and Marketing/Marketing Analytics.

Marketing Analytics Data Overview and General Information

Marketing Analytics, as the embedded data team for the Marketing Org, relies heavily upon and adheres closely to the guidelines, rules, and best practices of the [Central Data Team (CDT)](/handbook/enterprise-data/). ßBelow are a few brief overviews of core concepts involved in the data work performed by the Marketing Analytics team - for further details and more granular information, please review the CDT/Enterprise Data Team handbook pages.

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