01 / The challenge
Start with the decision.
Ticketmaster needed to move from Adobe Analytics to Google Analytics Premium across 60 brand websites. The difficulty was not simply replacing tags: each property had to produce comparable transaction data, at a scale of millions of transactions, before a unified sales report could be trusted.
02 / What I built
Connect the pieces.
I led the migration as Google Analytics Chief Architect, standardized tracking through a single Google Tag Manager container, and engineered the Enhanced Ecommerce implementation. I rebuilt the marketing attribution model on top of that common foundation and led four engineers deploying across iOS, Android, and mobile web.
03 / What changed
A more useful answer.
For the first time in the company’s history, sales and marketing reporting brought revenue from every property into one view. Enterprise documentation and training for analytics management made the implementation something the organization could use and maintain.
An executive view is only as consistent as the events underneath it. The value of this migration came from agreeing on one measurement structure and carrying it all the way through to revenue reporting.