Mogo / Senior Marketing Operations Manager / 2024 – Present
Analytics and tracking infrastructure rebuild
Leadership did not trust the data. The problem was not the campaigns. It was years of undocumented tag debt underneath them.
The read
Performance reports were landing with a disclaimer: these numbers might not be accurate. Leadership had stopped making decisions based on marketing data because the data had been unreliable for long enough that nobody trusted it anymore.
I looked at the tracking infrastructure. GA4 was partially configured. GTM had years of accumulated tags added without documentation, naming conventions, or governance. Attribution across web, app, and lifecycle touchpoints was inconsistent. Nobody had a complete picture of what was firing, what was double-counting, and what was not firing at all.
At the same time, the martech stack had grown tool by tool with no central owner. Braze, Intercom, Microsoft Dynamics, and other platforms were operating as silos. I found a critical gap: Braze was not connected to Microsoft Dynamics. The lifecycle system had no visibility into the CRM. Behavioral segmentation was running blind to customer status, loan history, and account events.
The read: there were two problems compounding each other. A broken tracking layer making reporting unreliable. And a disconnected martech stack making lifecycle strategy less effective than it should have been.
The decision
Use the Webflow ecosystem rebuild as the forcing function to fix the tracking layer at the same time. This was the strategic decision that made the rebuild possible without a separate project cycle. Every page launching in Webflow could launch with clean tagging from day one rather than requiring a retrofit afterward.
Run the martech audit in parallel. Map every tool, every integration, every data flow, and surface what was missing, what was underused, and what was costing money without delivering value.
The metric I chose
Data accuracy rate. The specific question leadership needed answered was: can we trust what the reports are showing? Accuracy at the event level was the only metric that answered that question.
Secondary: cost savings from the martech audit. If the audit surfaced unused tools or redundant subscriptions, that was a direct business outcome from the diagnostic work.
The build
Created a new GA4 property from scratch. Defined a full event taxonomy to support lifecycle, acquisition, and retention measurement simultaneously. Standardized naming conventions, custom dimensions, and conversion event configuration.
Rebuilt GTM completely in parallel with the Webflow migration. Cleared years of tag debt. Established naming conventions, triggers, and variables that supported the new GA4 event structure. Consolidated pixel management for Meta, LinkedIn, and other acquisition channels under GTM governance. Brought Analytics, DevOps, Product, and Legal into the process during the migration rather than after.
Integrated Branch Metrics for clean mobile attribution across lifecycle campaigns and acquisition channels. Prior to integration, mobile campaign performance was essentially unmeasured.
Ran the martech audit across the full stack. Mapped data flows between Braze, Intercom, Microsoft Dynamics, and supporting tools. Surfaced the Braze-Dynamics integration gap, escalated it to the COO, and had it added to the product roadmap. Identified approximately $18K in annual savings from unused features and redundant subscriptions. Delivered a Tech Roadmap for future martech scaling.
40% → 80%
Data accuracy rate
~$18K
Annual martech savings identified
0 → connected
Braze to Dynamics integration
The tracking rebuild did not improve campaign performance directly. It made campaign performance legible. When leadership can trust the data, they make decisions based on it. When they cannot, they stop looking at it entirely. The real outcome was not better numbers. It was numbers that could be used.
Tech
GA4, analytics property rebuilt from scratch
Google Tag Manager, full implementation and governance
Branch Metrics, mobile attribution and deep-link tracking
Microsoft Dynamics CRM, martech audit and integration mapping
Braze, lifecycle platform and integration assessment
Looker, measurement and reporting
Semrush / Ahrefs, organic performance tracking
Miguel N. Monzones
Vancouver, BC, Canada
