Christopher Lewis

Analysed affiliate and web performance across clicks, sign-ups, first-time deposits and net revenue, using campaign-level reporting to help commercial teams understand acquisition performance and revenue contribution. Investigated discrepancies between tracking platforms and validated data quality for reliable attribution.

Analysed digital interaction and web traffic data in GA4 to understand user behaviour, engagement and risk exposure across Toyota's digital platforms. Defined and validated web KPIs and built Power BI dashboards combining GA4 and security-related web telemetry.

Conducted in-depth web analysis using GA4 and Adobe Analytics, delivering multi-channel performance insights tracking campaign ROI. Led end-to-end tag implementation via GTM and Tealium, migrated tracking to server-side GTM, and integrated Adobe Target with Adobe Analytics.

Managed end-to-end GTM configurations and debugged complex GA4 tracking issues. Conducted conversion funnel analysis on insurance quote/checkout journeys and designed A/B and multivariate tests with statistical validation.

Built Airflow DAGs in Python to automate BigQuery ingestion and used DBT to transform raw GA4 data into stakeholder-aligned views. Designed data layer frameworks for personalisation campaigns and created measurement frameworks for PLP, PDP and basket performance.

Built Multi-Touch Attribution models in Python using Markov Chains and Shapley Values, drawing data from Snowflake and Adobe Analytics. Developed A/B testing framework for retention strategies and deployed Adobe Target activities tailored to lifecycle stage and purchase history.

Designed A/B testing frameworks with stratified random sampling and propensity score matching, running T-tests and Chi-Square tests for significance. Built Python models automating test group creation and equivalency validation.

Built MMM and budget-optimisation models in Python using Logistic Regression and Bayesian Modelling to maximise ROI. Developed FastAPI integrations across Adobe Analytics, GMP and Facebook Marketing Platform and executed Adobe Analytics audits.

Managed UA to GA4 migration with detailed audit and migration documentation, and implemented site/marketing tracking via Adobe Launch. Built scalable DBT models transforming data in Azure Synapse Analytics and automated Tableau reporting.

Migrated client GA accounts from UA to GA4 in line with Google standards and conducted gap analysis to design GA4-compatible data layers. Implemented Tealium tagging with JavaScript-based customisation and configured BigQuery reporting linked to advertiser platforms.

Orchestrated GA4 migration with thorough gap analysis and designed GA4-compatible data layer frameworks. Implemented Tealium website tagging with custom events/dimensions and developed ETL pipelines for batch processing.

Automated Tableau-driven GA dashboards via API connections and led requirement gathering and report wireframing aligned to stakeholder needs. Designed data layer objects for event-triggered data collection and tested Adobe Launch tag firing.

Converted legacy code into SQL tables and views in GCP and refined and troubleshot queries for effective database management. Ingested Google Product and Meta Product API data into BigQuery and built Power BI visualisations with DAX and Power Query.

Built churn models in Python using Logistic Regression and Random Forests, and conducted NLP sentiment analysis using TextBlob and VADER. Modernised reporting by converting legacy code into SQL structures and led a team of business analysts on visualisation projects.

Conducted paid channel attribution analysis with multiple models and evaluated market trends, linking CRM with internal data. Built FastAPI data extraction pipelines and refined GA data collection and Tealium data layer.

Developed revenue models and executed CDP tests, orchestrating Multi-Touch Attribution analysis for marketing teams. Defined onsite/marketing performance metrics and implemented a trusted A/B testing framework.

Migrated Excel reporting to Tableau with automation and established SQL views in BigQuery for improved reporting. Built CLV models and cohort analyses using BigQuery, Python and Alteryx, and combined Firebase and GA4 for retention insights.

Built scalable A/B testing framework and dynamic CLV model, and managed GA UA and Firebase for end-to-end web/app performance insights. Partnered with UX team using Decibel Insight data and integrated marketing attribution tool for multi-touchpoint analysis.

Designed and executed Paid Search strategies aligned to business KPIs and optimised PPC campaigns achieving significant cost savings. Conducted extensive keyword research and balanced Paid and Organic Search to avoid overlap.

Grade: 2:1

Earned a BA (Hons) in Advertising & Marketing with a 2:1 classification.

Certified as a Microsoft Power BI Data Analyst Associate.

Certified in Google Analytics.

Certified as an Adobe Analytics Business Practitioner.

Certified in Google Tag Manager.

Certified as SnowPro Core.

Certified as a Looker Business Analyst.

Certified as a Databricks Certified Data Analyst Associate.

Certified as a Tableau Desktop Specialist.

Certified in Designing Microsoft Azure Infrastructure Solutions.

Certified as a Google Cloud Platform Professional.