At CBC, I led the development of a comprehensive digital analytics strategy that laid the foundation for a new UX and conversion optimization roadmap. The organization had data scattered across platforms, limited visibility into user behavior, and no unified approach to performance tracking. My goal was to bring structure, insight, and strategic direction—using analytics to drive smarter design decisions and business outcomes.
Project Overview
CBC’s digital properties were rapidly evolving, but lacked the data clarity and governance needed to support UX improvement or optimization. I was brought in to unify analytics efforts across their digital ecosystem and enable a performance-oriented culture.
Key steps included:
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Analytics Audit: Conducted a full audit of tracking tools, data sources, and event accuracy.
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Governance Framework: Defined consistent taxonomy, tagging conventions, and documentation to ensure team-wide clarity.
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Tool Alignment: Unified implementation across Google Analytics, Google Tag Manager, and other key platforms.
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Cross-Team Enablement: Delivered workshops and resources to help internal teams access, trust, and act on their data.
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Strategy Blueprint: Created a roadmap for using behavioral data to guide UX improvements, conversion goals, and long-term experimentation.
Results at a Glance (CBC)
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Unified Analytics Stack
Replaced fragmented tools and inconsistent tracking with a centralized, reliable setup. -
Improved Data Trust & Accuracy
Reduced noise in dashboards and reports, creating alignment across marketing, UX, and leadership teams. -
Enabled UX Roadmapping
Surfaced friction points and user drop-offs to inform future design decisions. -
Empowered Teams
Provided training and documentation that helped teams make informed, data-backed decisions faster. -
Strategic Foundation for Growth
Set the stage for future CRO initiatives and deeper performance analysis.
Need help turning disjointed data into UX clarity?
Let’s talk about how I can help your team build a foundation for smarter design, better conversions, and scalable growth.
