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American College of Radiology

American College of Radiology, medical imaging accreditation & advocacy

From campaigns to conversions

ACR Analytics

For the American College of Radiology (ACR), I built marketing analytics that connect campaign activity to sales outcomes: ingesting Marketo and Google Analytics data, refining audience segments, and measuring which leads and campaigns actually drive revenue.

The context

ACR runs multi-channel marketing programs across email, web, and events. Marketo powers automation, newsletters, and dynamic segmentation; Google Analytics tracks on-site behavior and conversions. The goal was a unified view of how marketing touchpoints translate into qualified leads and sales.

The challenge

Campaign teams could monitor opens and clicks, but struggled to tie engagement back to sales with confidence. Segments were built without systematic feedback on which profiles convert. Newsletters, static segments, and dynamic segments all needed repeatable analysis, not ad-hoc spreadsheet exports.

  • Marketo and Google Analytics data living in separate silos
  • Limited visibility on which segments and campaigns generate revenue
  • Dynamic segments hard to evaluate without a consolidated lead-to-sale view
  • Newsletter performance analyzed manually, with no shared methodology

What I delivered

Automated ingestion, unified segmentation, and sales attribution across campaigns, leads, and dynamic audiences.

  • Marketo & Google Analytics ingestion

    Built pipelines to ingest campaign, lead, and engagement data from Marketo alongside web behavior and conversion events from Google Analytics, preparing a single dataset for analysis.

  • Segmentation & targeting

    Designed and evaluated audience segments for marketing campaigns: profiling lead attributes, comparing static vs. dynamic segments, and refining targeting rules based on conversion patterns.

  • Lead-to-sale attribution

    Analyzed sales outcomes against lead sources, campaign membership, and segment definitions to identify which audiences and touchpoints correlate with revenue.

  • Newsletter & campaign analysis

    Produced recurring analyses on newsletter performance, engagement trends, and segment behavior to help marketing teams prioritize content and audience strategies.

Business impact

Marketing decisions moved from intuition and isolated metrics to a shared, data-backed view of what converts.

  • Sharper targeting

    Segments grounded in observed conversion behavior, not assumptions alone.

  • Clearer sales attribution

    Visibility into which leads, campaigns, and dynamic segments contribute to pipeline and revenue.

  • Repeatable newsletter insights

    Structured reporting on newsletter and campaign performance the team could reuse every cycle.

  • Less manual reporting

    Replaced one-off exports with a consistent analytical framework across Marketo and web data.

Tech stack

Python data pipelines, Redshift data warehouse, Tableau dashboards, Marketo and Google Analytics APIs

PythonRedshiftTableauMarketoGoogle Analytics

ACR Analytics gave a complex B2B marketing operation the attribution layer it was missing: segments that reflect real conversion patterns, and a clear line from campaign activity to sales.