Lisa koenn
Marketing Infrastructure & Data Consultant
Most marketing problems aren't campaign problems. They're data, tracking or signal infrastructure problems.
I help companies diagnose and fix the systems behind their marketing so campaigns, analytics, and reporting actually work.
Marketing & Data Systems
That Fix the Root Cause
Foundations focused
When the systems behind marketing are broken — tracking, measurement, signal quality, or data flow — even great campaigns produce unreliable results.
I work with companies on focused consulting projects that diagnose and fix the infrastructure behind their marketing systems.
Projects typically involve:
Tracking Architecture
Signal Optimization
Marketing Measurement Frameworks
Marketing Technology Integration
Many clients start with a diagnostic project and expand into additional projects or ongoing advisory work.
Problems I Help
Companies Solve
Your marketing numbers don't add up
Ad platforms, analytics tools, and CRM reports all show different results. You can't confidently answer questions like:
Which campaigns are actually driving revenue
Which channels deserve more budget
Whether your tracking setup is reliable
Project: Marketing Measurement Diagnositc
I review the systems responsible for collecting and reporting your marketing data. This includes:
Tracking implementation
Conversion event setup
Signal quality & event structure
Data flow between systems
Attribution inconsistencies
Outcome: A clear map of how your marketing data flows today and a plan to fix the gaps so your team can trust the numbers.
Your Team is trying to use AI, but the outputs are inconsistent
Content feels generic. Messaging varies across platforms. AI tools produce different results every time.
This usually isn’t a tool problem. It’s a systems and inputs problem.
Most companies don’t have a structured source of truth for their marketing — or a system to operationalize it.
Project: Marketing Systems & AI Automation
I help companies design and implement the systems required to make AI actually useful for marketing.
This includes two key components:
Structured Knowledge Base (Source of Truth)
A centralized system structured in a way that is usable by both humans and AI systems. This can include:
Brand voice and messaging
Content strategy and pillars
Campaign frameworks
Testimonials and proof
Tracking and UTM rules
Templates and workflows
AI & Automation Systems
Implementation of systems that use this structured data to power execution. This can include:
AI-assisted content generation workflows
Automated content pipelines (video, social, etc.)
Integrations using tools like n8n or API-based workflows
Claude / GPT-based systems using structured inputs
Repeatable processes that reduce manual work
Outcome: A system that generates consistent results, increases productivity, and streamlines marketing execution.
Ad performance is volatile
or unpredictable
Campaigns perform well one month and collapse the next. Often this isn't a creative problem. It's a signal problem.
Ad platforms optimize based on events you send them. If those signals are weak, incomplete, or noisy... performance suffers.
Project: Signal Architecture Optimization
I review and restructure the events and signals feeding your ad platforms. This can include:
Event taxonomy review
Mid-funnel signal design
Conversion event prioritization
Meta & Google signal optimization
Server-side event architecture
Outcome: Stronger signals feeding ad platform algorithms so campaigns can optimize more effectively.
Your Marketing tech stack feels messy or disconnected
Over time most companies accumulate tools:
Analytics platforms
CRMs
Automation tools
Ad platforms
Data platforms
But the systems don't integrate properly.
Project: Marketing Technology Architecture Audit
I analyze how your marketing technology stack actually works together. This includes reviewing:
Tool integrations
Data flow between systems
Reporting Gaps
Redundants or Unnecessary Tools
Overall System Architecture
Outcome: A clearer system architecture and recommendations for simplifying and improving your marketing technology stack.
privacy updates & compliance concerns are affecting your tracking
Between privacy updates, platform restrictions, and new regulations, many companies aren't sure if their tracking setup is still safe.
Project: Privacy-Safe Tracking Audit
I review your tracking implementation to identify potential risks and opportunities to improve data collection safely. This includes reviewing:
Tracking technologies and pixels
Data collection practices
Potential exposure of sensitive identifiers
Server-side tracking architecture
Platform signal routing
Outcome: A safer tracking structure that protects sensitive data while preserving marketing measurement.
you have customer data but aren't using it effectively
Many companies collect data from multiple sources but never turn that information into usable marketing intelligence.
Project: Customer Data Activation Strategy
I help structure customer data so it can actually drive marketing decisions. This can include:
Audience taxonomy
Behavioral segmentation
Customer journey mapping
Retargeting strategy
Cross-channel data activation
Outcome: A structured approach for turning customer data into actionable marketing insights.
How Engagements
Typically Work
Discovery
We start with a conversation about your current systems, goals, and challenges.
Project Scope
If there’s a good fit, I define a clear project scope focused on solving the highest-impact problem.
Project Launch
Depending on the project, I deliver a diagnostic, architecture plan, or implementation support.
Many companies start with one project and expand into additional projects or ongoing advisory work.
Experience That Connects
Business, Marketing & Data
a rare combination of business, marketing & data systems experience
My background spans finance, marketing strategy, and data science. That combination allows me to approach marketing problems differently than most consultants.
I began my career as a commercial lender working with middle-market companies ranging from $3M to $100M in revenue. My role was to analyze businesses, evaluate financial performance, and understand the operational systems that drive growth.
After moving into marketing, I quickly noticed a recurring issue: many companies invest heavily in campaigns but overlook the infrastructure behind their marketing — tracking systems, measurement frameworks, signal quality, and conversion optimization.
To deepen my expertise in the data systems behind modern marketing, I completed a Master of Science in Data Science at Northwestern University, where I focused on applied analytics, statistical modeling, and data architecture.
Today I bring that combined perspective — business analysis, marketing strategy, and data science — to help companies diagnose and improve the systems behind their marketing so teams can make better decisions, scale campaigns confidently, and turn marketing data into reliable insight.
Relevant Experience:
Master of Science in Data Science, Northwestern University
Paid media strategist across Meta Ads and Google Ads, managing full-funnel campaigns for service businesses, SaaS companies and healthcare organizations
Marketing measurement architecture and signal frameworks that improve how ad platforms, analytics tools, and CRM systems capture and interpret marketing activity
Tracking infrastructure implementation including Google Tag Manager and server-side tracking environments
Conversion rate optimization and landing page strategy focused on improving lead quality and turning traffic into measurable business outcomes
Experience working with healthcare organizations, service businesses, and digital platforms where compliance, data accuracy, and reliable attribution are critical
Former commercial lender analyzing middle-market companies ($3M–$100M revenue), bringing a financial and operational perspective to marketing strategy
You don't just need more marketing activity.
You need marketing systems that actually work.
You don't just need more marketing activity.
You need marketing systems that actually work.
TESTIMONIALS
Results Speak for Themselves...
Justin B., Founder
"Lisa is an analytics genius. I hired her to do a full tracking setup on my website. She not only did the techy work, but then advised me on how best to use it now that it's setup. She is masterful at website analytics, tracking codes, capturing and analyzing data. Highly recommend, and will rehire for future projects."
Dr. Martynas M., Practice Co-Owner
"We've worked with Lisa for 5 months now. She has been amazing at communicating and getting people through our doors that are actually excited about what we do. We've worked with other agencies, and we didn't quite get the result that we did with Lisa. Our practice as pretty much doubled since we hired Lisa."
Jared K., Founder
"I can't say enough about how highly I would recommend Lisa to run your marketing and/or ads campaigns. Not only is Lisa very good at the creative side, the level of detail and deep diving she does is unparalleled. Lisa has gone above and beyond to understand my business, sales cycle, my types of clientele and their psyche when it comes to making the decision to buy. I especially appreciate how she is constantly gathering more and more data to continue to shape strategies to increase our sales while reducing our customer acquisition costs."
L.V., Managing Partner, Confidential Marketing Agency
"We brought Lisa in to consult on advertising campaigns and create actionable reports for our team. She was a pleasure to work with; extremely knowledgable, prompt, and clearly has a passion for marketing. She went above and beyond in providing additional resources to educate our team. Our systems and results have noticeably improved. I wouldn't hesitate to recommend her to any business!"
ready to fix your foundations?
Let's diagnose what's actually happening in your marketing system.
If your marketing data, tracking, or campaign performance feels unreliable, we can start with a short conversation.
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