Marketing Analytics Platform - Multi-touch Attribution

In 2012, Convertro wanted to take the MVP built during the founding of the company and reimagine it as a product that could scale the company to millions of dollars in monthly-recurring revenue. Convertro required an employee that could handle both the architectural design requirements as well as the technical implementation.

After joining Convertro, I spent a few weeks understanding Convertro's market space and direction, as well as deep-diving on the existing product. With that knowledge in hand, I began architecting a new solution using SaaS principles. I used Django in the middle-tier to provide an API layer that the front-end (built using BackboneJS) could feed from. Django also had an admin console that I customized to allow non-technical members of the team to be able to contribute to the content management aspects of the product.

I also introduced Highcharts with a custom-built layer on top that allowed Product Managers to be able to create dashboards for new products with need for minimal technical oversight.

Over the next six years, I grew the engineering team working on the dashboard to 6 members and helped to teach and manage their tasks as a team lead & Director of UI Development and Interaction Design. Towards the end of the contract, I also introduced the usage of React components to replace the navigation bar and began migrating away from using CoffeeScript to native ES6.