Marty Smithson

Work

Four cases: two from Black Clover, one from Nutricost, and my own consulting practice and Shopify app.

martysmithson04@gmail.comLinkedInResume PDFMcfly Analytics Shopify App

Black Clover · Paid mix

Moving budget off Google without losing return

Head of Business Intelligence & Performance Marketing · Black Clover · Feb 2025 – present

I report to the CEO and own where the paid budget goes. Meridian shows me where each channel stops paying back. When two channels both claim the same sale, a GeoLift test or an RCT settles it.

  1. The question

    Google, Meta, and Microsoft all count their own conversions, and some of those are the same orders. So which one gets the next dollar?

  2. The call

    Google had about half the paid budget. I cut it to 35% and moved the difference into the other channels.

  3. What happened

    We spent more in total and ROAS still went up. More spend usually drags return down, so that was the part I cared about.

  4. What the CEO saw

    I built a dashboard with five full years of history so the CEO could see what changed without me choosing the dates.

Black Clover · Executive BI

Getting spend and sales into one place

Head of Business Intelligence & Performance Marketing · Black Clover · Feb 2025 – present

The measurement only helps if leadership is looking at the same number. I built what sits under it: pipelines from the ad platforms into NetSuite, a move off Domo that took a ~$20K monthly bill to under $30, real-time MER dashboards, and the executive reporting.

  1. Pipelines

    SQL/ETL pipelines connect the ad platforms to Oracle NetSuite, so spend and sales land in the same place.

  2. Cost

    I replaced Domo, which cost about $20K a month, with Google Cloud Run for under $30 a month. Same warehouse work.

  3. Access

    Identity fails closed, so people in the field can read the number and can't change it. About 50 people use the portal.

  4. Reporting

    Real-time spend-versus-cash dashboards, and one exec report with paid and organic together.

Nutricost

What each of four ad platforms actually drove

Advertising Data Scientist · Nutricost · Aug 2024 – Feb 2025

I built the measurement for a paid portfolio running about $2M a month across Amazon, Google, Meta, and TikTok. The biggest finding: Amazon Ads was taking credit for sales organic search would have brought in anyway.

  1. Frameworks

    I built statistical measurement frameworks covering Amazon, Google, Meta, and TikTok.

  2. Incrementality

    Separating Amazon's own claims from what organic search would have done anyway, so the ads got judged on what they added.

  3. Contribution

    MTA, cohort, and predictive analyses that sized each channel's contribution and guided spend decisions across teams.

  4. Growth

    For DTC sub-brands like Ketologic and Primaforce, I scaled daily spend once the data backed the expansion.

McFly Ads

My consulting practice, and the Shopify app I built

Founder and Data Analytics Consultant · McFly Ads · Apr 2020 – present

McFly Ads is my consulting practice. I work with e-commerce and DTC brands on measurement strategy, attribution, and media optimization. Separately, I built and launched the Mcfly Analytics Shopify App, which shows merchants cohorts, lifetime value, and five years of sales. It's live on the Shopify App Store.

  1. Consulting

    E-commerce and DTC brands bring me in for measurement, attribution, and media. I set up the MMM, the forecasting, and the reporting.

  2. Pipelines

    Tableau and Domo pipelines that join Amazon, Meta, and Google data with LTV and channel-level ROI.

  3. The handoff

    The output has to become a budget or creative call someone without a stats background can make. That part is usually the real job.

  4. The app

    The app reads a store's own Shopify orders, no pixel, so its totals match the store. If it can't confirm it has a store's full order history, it leaves first-year LTV blank instead of guessing.