Performance marketing & measurement strategy
Marketing you can measure. Measurement you can trust.
I'm JT San Filippo, a performance and analytics leader based in Austin, Texas. For 15+ years I've built the systems that connect marketing to business outcomes: measurement frameworks, analytics infrastructure, and the teams and processes that make them work.
15+
Years in digital, analytics, and growth
$5M+
Annual media spend directed
90%
Manual reporting effort eliminated
2
Agency departments built from zero
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 that leadership actually uses.
Performance Marketing
Paid search, paid social, and full-funnel media strategy directed by economics, not vanity metrics. CAC, ROAS, and LTV as the operating language.
Analytics & Operations
The infrastructure underneath: GA4, BigQuery, Looker 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 on this site, 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.