Arianna Alonso.

Problem

Executive reporting on live video performance was unreliable due to year-over-year inconsistencies that went unresolved for over 12 months. This created low confidence in reporting and limited the ability to make data-driven product and business decisions.

Insight

• The inconsistency was caused by a hidden implementation bug in live video tracking that had persisted for over a year.
• Tagging and data pipelines were not aligned to a consistent measurement framework, creating gaps across platforms and features.
• Without fixing the foundation, reporting would continue to degrade as new features launched.

Action

• Traced end-to-end data flow and validated implementation against the tagging architecture.
• Identified and resolved the root cause of a year-long live video tracking defect.
• Led a cross-functional fix across engineering, analytics, and QA.
• Owned analytics strategy and instrumentation across core product features, including purchase flows, subscription cancellation, and community chat.
• Built and standardized the measurement framework across web and mobile experiences.

Impact

• +13% reporting accuracy, closing the 12-month measurement defect.
• Established a reliable measurement program for a 50M+ user sports streaming platform.
• Enabled consistent, scalable tracking across product experiences.
• Increased confidence in product, marketing, and ad sales decision-making.

Problem

Users flowing into the subscription funnel from high-intent moments were dropping off at a critical conversion step. Despite strong intent signals, completion rates were suppressed by friction in the subscription and payment experience, resulting in lost recurring revenue.

Insight

Drop-off was heavily concentrated at the subscription selection and payment entry stages, where users encountered unclear value differentiation between plans and friction in mobile checkout completion.

Action

• Analyzed subscription funnel behavior end-to-end through Adobe Analytics.
• Identified high-friction steps in plan selection and payment entry, segmented by device type and user profile.
• Partnered with product and UX teams to simplify subscription tiers, improve mobile checkout flow, and reinforce value messaging at point of conversion.

Impact

• +5% lift in subscription conversion from the high-intent acquisition funnel.
• +$6.5M estimated incremental annual subscription revenue.

Problem

4,000+ open-ended onboarding responses were being coded by hand. Every refresh of the report cost weeks, and leadership could not act on themes in real time.

Insight

The bottleneck was not volume. It was the absence of a stakeholder-aligned taxonomy. Standardize the categories and the analysis can be automated end-to-end.

Action

• Led a team of 2 analysts on outside-in sentiment analysis across the employee onboarding journey.
• Built custom models using Natural Language Processing (NLP) mapped to the categories executives actually used in planning.
• Combined statistical testing with qualitative synthesis to compare experiences across tenure cohorts.
• Redesigned the executive dashboard into a single, unified onboarding journey view.

Impact

• 100% of manual coding eliminated, with time-to-insight collapsed to hours.
• Pinpointed the 3 onboarding key moments driving early-employee sentiment.
• Scaled the same model to subsequent cohorts with no additional analyst lift.

Problem

The CCO had operational data in one place and Voice of Customer signal in another. Strategic decisions stalled while teams waited on quarterly synthesis.

Insight

The unlock was not more data. It was a single executive view that put live social, survey, and behavioral signal next to operational KPIs at the same altitude.

Action

• Aggregated multi-source feedback into one platform and built a competitive benchmark vs. peer airlines.
• Mapped high-friction moments in the customer journey to specific operational levers the CCO controlled.
• Designed the future-state CCO dashboard that became the standing operating view.

Impact

• +25% decision velocity, with executives moving on live evidence.
• Roadmap prioritization shifted from quarterly retros to a live signal layer.
• Competitive CX benchmark adopted as a standing input to investment decisions.