Christophe D.

Consulting mission in tracking, analytics, and data piloting for Morning. Scoping and implementation of a business and acquisition reporting layer to ensure reliable performance reading by BU, source, campaign, and sales funnel. Structuring and evolution of dbt models, consolidation of CRM and Ads data, normalization of business dimensions (business scope, deal type, source, campaign, commerce source), and construction of analytical marts for tracking leads, qualified leads, pipeline, revenue, margins, and ROAS.

Intervention on data quality and indicator consistency between Snowflake, dbt, and Metabase, including discrepancy analysis, correction of N/N-1 time window logic, reliable year-over-year comparisons, and implementation of robust queries compatible with dashboard filters. Creation and optimization of marketing and business steering dashboards: global views, monthly trends, current year vs. last year comparisons, analysis by source, campaign, BU, and sub-offering, as well as detailed tables with subtotals and totals.

Also worked on documentation and governance of marketing mappings, including defining rules for allocating Ad costs between specific and generic campaigns, formalizing mapping seeds for marketing teams, and clarifying fill conventions to secure expense attribution. More broadly, the mission focused on KPI reliability, industrializing the analytics stack, and improving decision-making insights for acquisition and sales performance.

Design and deployment of Metabase dashboards to analyze the performance of Doctolib's Careers site. Conducted a comprehensive audit of the database to assess data quality, structure, and usability, then created dedicated views and models to structure analyses. The mission also included in-depth work on classifying acquisition channels to obtain a reliable view of performance by traffic source. The entire process concluded with the creation of Metabase reports and dashboards intended to provide teams with a clear, usable, and decision-oriented view of key site KPIs.

Implementation of a server-side e-commerce tracking architecture for Upway across multiple countries. The mission included an audit of the existing tracking, identification of discrepancies between Shopify and GA4, and then the complete implementation of a server-side setup: sGTM container, tracking server configuration via AddingWell, deployment of GA4, Google Ads, and Meta Ads tags server-side, GTM script proxying, cookie restore, testing phase, and go-live. Objective: to ensure data collection reliability, improve order recovery, and reduce data loss related to browsers and ad blockers.