Impact at a Glance

• +97.8% web traffic growth in Miami

• +94.4% web traffic growth in Austin

• +114.3% web traffic growth in Seattle

• First working offline → online attribution model deployed within the Startup Banking division

• Out-of-home advertising proven as a measurable acquisition channel, not just brand awareness

• National expansion budget approved using experimental proof

• Repeatable geo-expansion measurement framework created for future market launches

All results were validated through a controlled geo-experiment with a matched digital-only control market.

Situation

Startup Banking was well established in its core markets (San Francisco, Silicon Valley, New York, Los Angeles, and Boston). However, startup formation was accelerating in emerging tech hubs such as Miami and Austin, where brand awareness and inbound demand were materially weaker.

At the same time:

• Offline advertising had never been causally measured

• Digital acquisition performance varied widely by region

• Expansion decisions relied heavily on intuition rather than verified ROI

• Leadership viewed out-of-home (OOH) primarily as a brand channel, not a growth driver

Before allocating national expansion budgets, leadership needed defensible proof that new market investment could drive real, incremental demand.

The Task

Design and validate a data-backed geographic expansion experiment that could:

• Prove whether offline advertising produced incremental digital growth

• Isolate true lift from background digital traffic

• Measure lead quality, not just top-of-funnel volume

• Provide finance-grade evidence to support national expansion budgets

This required a controlled market-level experiment, not a one-off campaign.

What I Did

As Lead Marketing Analytics, I owned the end-to-end experimental design, measurement architecture, and causal validation.

1. Designed the Geo-Experimental Framework

• Selected Austin and Miami as test markets

• Chose Seattle as the digital-only control market

• All markets received baseline geo-targeted digital advertising

• Only test markets received incremental billboard exposure

This structure isolated offline advertising as the independent variable.

2. Built Offline → Online Attribution

• Implemented QR-based attribution from billboards to landing pages

• Created geo-specific landing pages featuring local banker teams

• Connected web behavior directly to CRM lead records and downstream funnel stages

This converted offline impressions into trackable acquisition inputs.

3. Established Incrementality & Lift Measurement

• Pre-test vs. post-test market baselines

• Digital-only control benchmarking

• Market-level incrementality modeling

• Lead-quality vs. traffic-inflation analysis

This ensured all reported gains represented causal lift, not correlation.

4. Delivered Executive-Grade Decision Reporting

• Market-level performance dashboards

• Incremental lift and halo-effect analysis

• Budget reallocation recommendations for leadership

I did not simply analyze a campaign—I designed the system that proved whether it worked.

Business Impact Results

• Miami: +97.8% increase in web traffic

• Austin: +94.4% increase in web traffic

• Offline advertising directly increased digital response rates

• QR-enabled billboards generated trackable, qualified leads for the first time

• Offline exposure created a measurable halo effect on paid digital efficiency

• National out-of-home expansion budget approved based on experimental results

• Geo-incrementality framework adopted for future market launches

Offline advertising was formally reclassified from brand spend to a performance-supported growth channel.

Strategic Significance

This work transformed geographic expansion from a high-risk marketing gamble into a repeatable, data-backed growth system:

• Offline and digital were unified into a single acquisition model

• Expansion decisions shifted from intuition to causal validation

• Market launches became scalable and lower-risk

• Leadership gained confidence in expanding beyond legacy hubs

Skills Demonstrated

• Growth experimentation & A/B testing

• Geo-based incrementality modeling

• Offline-to-online attribution

• Funnel performance and lead-quality analysis

• Causal inference for marketing decisions

• Executive growth reporting & budget justification

Founder & Hiring Manager Takeaway

This case study shows my ability to:

• Design experiments that withstand executive and finance scrutiny

• Prove what actually drives growth, not just report dashboards

• Turn brand channels into measurable revenue contributors

• Build repeatable systems for national market expansion

• Reduce expansion risk through controlled experimentation

If you are scaling into new markets and need defensible growth measurement across offline and digital channels, this is the exact infrastructure I build end-to-end.