Performance & measurement strategy
Marketing you can measure. Measurement you can trust.
Years in digital, analytics, and growth
Annual media spend directed
Manual reporting effort eliminated
Agency departments built from scratch
JT San Filippo — Head of Performance & Analytics
What I do
Three disciplines, one operating system.
Measurement Strategy
Frameworks that connect marketing activity to business outcomes — KPI architecture, attribution philosophy, and reporting standards leadership actually uses.
Performance Marketing
Paid search, paid social, and full-funnel media directed by economics, not vanity metrics. CAC, ROAS, and LTV as the operating language.
Analytics & Operations
The infrastructure underneath: Google Analytics, BigQuery, Google Data Studio, automated pipelines, and AI-enabled workflows that replace manual effort with leverage.
A point of view
Most organizations don't have a data problem. They have a clarity problem. Attribution is directional, dashboards are only as good as the decisions they drive, and the simplest system that answers the question beats the sophisticated one that doesn't.
That conviction shapes everything here, from how I design measurement frameworks to how I build teams.
Read the frameworks →The full story is in the work.
Fifteen years of building digital practices, measurement systems, and performance teams, told through selected engagements and the career behind them.