# Marty Smithson

American Fork, Utah · martysmithson04@gmail.com · 801-717-0418 · linkedin.com/in/marty-smithson · https://marty-smithson.pages.dev

Marketing Analytics & Measurement · Attribution, MMM & Incrementality · Creator of Mcfly Analytics Shopify App

## Summary

Marketing analytics leader building measurement systems and optimizing paid media for DTC and e-commerce brands. Directed $25M+ in managed ad spend across Google, Meta, TikTok, Amazon, and Microsoft. Designs Media Mix Models (MMM), multi-touch attribution, and incrementality frameworks; builds the BI layer (SQL, BigQuery, Snowflake, Domo/Cloud Run, NetSuite, Tableau) that makes those models actionable. Creator of the Mcfly Analytics Shopify App (live) — spend-next-to-sales Total ROAS for merchants. Strong at translating complex measurement into clear budget decisions for leadership.

## Experience

### Head of Business Intelligence & Performance Marketing

Black Clover · Feb 2025 – Present

- Built cross-channel marketing analytics and BI infrastructure to measure Google, Meta, and Microsoft; measurement-led optimization contributed to year-over-year revenue growth.
- Replaced Domo with Google Cloud Run at a fraction of the cost — same warehouse work, identity fail-closed so the field can read the number and cannot rewrite it.
- Engineered SQL/ETL pipelines integrating ad platforms with Oracle NetSuite; shipped real-time MER dashboards that reduced spend leakage.
- Built a Cloud Run partner portal for executives, rep leads, and reps on live NetSuite with tiered access.
- Directed the paid mix against cash MER for the CEO; used Meridian MMM plus GeoLift/RCTs when channels claimed the same sale.
- Architected executive reporting unifying paid and organic KPIs into a single source of truth for leadership.

### Advertising Data Scientist

Nutricost · Aug 2024 – Feb 2025

- Built statistical measurement frameworks for a multi-channel paid portfolio across Amazon, Google, Meta, and TikTok; used noise-reduction and incrementality testing to isolate true channel impact.
- Developed MTA, cohort, and predictive analyses to quantify channel contribution and guide cross-functional spend decisions.
- Supported day-to-day optimization on select ad accounts alongside the measurement work — data-first, with hands-on media execution when needed.
- Drove analytics-led growth for DTC sub-brands (Ketologic, Primaforce); scaled daily spend through data-validated expansion.

### Founder and Data Analytics Consultant

McFly Ads · Apr 2020 – Present

- Advise e-commerce and DTC brands on measurement strategy, attribution, and media optimization; deploy MMM, forecasting, and performance reporting.
- Built Tableau/Domo BI pipelines integrating Amazon, Meta, and Google data with LTV and channel-level ROI visibility.
- Partner with non-technical stakeholders to turn measurement output into clear budget and creative recommendations.
- Shipped the Mcfly Analytics Shopify App (live at mcflyads.com) — spend-next-to-sales Total ROAS desk for merchants (side product; separate from consulting practice).

### Quantitative Options Strategist

Independent · 2018 – Present

- Designed statistical / Bayesian frameworks for systematic options strategies; independent capital allocation.

## Skills

**Measurement:** Media Mix Modeling (MMM), Multi-Touch Attribution (MTA), Incrementality / Lift Testing, MER & Blended ROAS, Post-iOS14 Signal Recovery

**Analytics & BI:** SQL, Python, BigQuery, Snowflake, Domo, Google Cloud Run, Tableau, Looker Studio, GA4, ETL Pipelines, Oracle NetSuite

**Channels:** Google Ads, Meta Ads, TikTok Ads, Amazon Ads, Microsoft Ads, Shopify, Klaviyo

**How I build:** Cursor and AI agents

## Education

BS, Utah Valley University — Emphasis: Data Analytics and Statistics

## Certifications

Google Analytics 4 (GA4) · Google Ads Measurement · Meta Blueprint · Domo Data Specialist · Tableau Desktop Analyst · Amazon Retail & Sponsored Ads · Snowflake Hands-on Essentials · Microsoft Advertising · HubSpot Marketing Data & Reporting · LinkedIn Marketing Strategy · TikTok Academy Specialist