Marketing & Web Analytics

The numbers, and the systems that produce them.

Nineteen years in marketing and web analytics, attribution and forecasting — at Ticketmaster, Live Nation, Spark Networks, NVA and 100+ brands through Quality Analytics.

See the work LinkedIn

FROM QUESTION TO SYSTEMFIG. 01

Business judgment.
Built into the system.

Where I’ve worked

TicketmasterLive NationJdateNVAViking CruisesTescoEdmunds

The thinking. And the building.

A business question
deserves a working answer.

What should we charge? Which customers come back? Why don’t these numbers agree?

I work from the decision backward: understand the economics, build the model, and connect the data that makes it useful. Then build the pipeline and reporting that keep it working.

Meet Jorge

Selected work / 01—03

Built for the real world.

All 8 case studies

01 / Measurement

60brand websites

60 brand sitesOne measurement structureUnified sales reporting

Ticketmaster

Sixty sites. One view of sales.

Role: Lead Google Analytics Architect, contract, Jun 2015–Dec 2016

An enterprise migration that connected the measurement infrastructure to the commercial picture.

02 / Data systems

1,000+ → 3tracking containers

Digital + CRM + POSShared data warehouseCLTV & retention

NVA Pet Resorts

From fragmented tracking to customer economics.

Role: Analytics lead, in-house, 2021

A shared data foundation for a portfolio of more than 60 pet-care brands.

03 / Strategy

3 yearslifetime value forecast horizon

Subscriber behaviorLTV & acquisition economicsPricing & channel decisions

Jdate / ChristianMingle

The economics behind a subscription business.

Role: Analytics lead reporting to the CFO, in-house, 2010–2013

Pricing, acquisition targets, and three-year lifetime value forecasts for an executive team.

Case study / Founder & builder

Quality Analytics (2021–2026)

Founded and built a TV & radio attribution platform; served 100+ brands.

I built the platform, led its engineering, and owned its P&L. The work connected the economics, the measurement, and the system that delivered the answer.

Read the case study

QA.

TELEVISION · RADIO
DATA → MEASUREMENT → DECISIONS

Nineteen years. One through line.

The perspective of an owner.
The hands of a builder.

I founded Quality Analytics, built its attribution software, and owned its P&L. That changed the questions I ask: will this pay for itself, can it be maintained, and will anyone actually use it?

The longer story

19 yearsIn marketing and web analytics, attribution and forecasting.

100+ brandsServed through Quality Analytics

One through lineThe numbers, and the machine that makes them.

Get in touch

Currently seeking a full-time analytics or measurement role.