Project 03 of 07 · Imagera AI · Revenue
Where the Budget Actually Pays
Last-click arguments → a reallocation plan with ROI ranges, reviewed with executives.
The numbers
Before, and after. Every figure is on her résumé.
Last clickROI rangesHow budget is decidedMarketingExecutivesWho reads it
The case
What it cost before. And the system that replaced it.
The cost of waiting
No clear path from spend to sale. Budget decisions were last-click arguments.
- Goal
- Know which channel earns its keep, in revenue rather than clicks.
- What I built
- Spend-to-revenue measurement (GA4, Google Tag Manager, Meta Pixel, CAPI, SQL, Python) that ties each signup to revenue, LTV and payback, and a Meridian incrementality read with a geo holdout. It goes to executive ROI reviews with a reallocation plan.
- 01Track
- 02Attribute
- 03Model
- 04ROI range
- 05Executive review
- 06Reallocate
- GA4
- Google Tag Manager
- CAPI
- SQL
- Python
- Meridian
Why it works
Loss aversion. Frame the cost of waiting, not only the upside.
A loss weighs about twice an equal gain. Shown as spend that cannot be defended, an attribution gap gets fixed; shown as an upside, it waits for next quarter.
Where
Imagera AI
AI Marketing Lead · Contract, full-time · Jan 2025 – now · Canada · remote
A growth-stage AI product. Led a pod of 5.
