Chris Cappello

About Chris Cappello

With nearly two decades of experience leading in-house and agency teams across tech, pharma, healthcare, and ecommerce, I bring specialized expertise in attribution methodology and strategic measurement to my consultancy role. My career evolution from paid marketing channels and communications measurement has positioned me as a strategic partner who helps clients integrate multi-touch attribution, marketing mix modeling, and incrementality testing to create data-driven marketing ecosystems that maximize ROI.My consultative approach transforms complex attribution challenges into actionable insights for marketing leaders and clear budgeting guidance for CFOs. I facilitate deeper understanding of core business questions, organize data models based on financial and marketing decisions, and develop insight-based roadmaps that inform testing strategies while driving iterative marketing growth. Guided by values of customer focus, collaboration, and result-driven innovation, I combine analytical rigor with a facilitative leadership style that builds genuine connections and empowers teams.By leveraging over 20 years of hands-on marketing experience, I provide current recommendations to media teams while connecting marketing investments with business unit economics in language that resonates with financial stakeholders. This balance of analytical precision and relationship-building enables me to guide clients through attribution complexities while fostering the collaborative environment necessary for sustained success in today\'s multi-channel marketing landscape.

Experience

1. Marketing Measurement Consultant

   M-Squared

   Apr 2025 — Present

   Strategic Attribution Consultant partnering with clients to optimize their marketing measurement approaches. I conduct attribution audits to evaluate existing tracking systems and develop comprehensive measurement strategies tailored to business objectives. My work includes implementing marketing mix modeling to determine channel contribution, designing geo matched market and platform lift tests to measure true incrementality, and creating advanced attribution reporting frameworks. I help clients connect their marketing activities to business outcomes through data-driven insights, enabling more effective budget allocation and improved ROI across channels.

Education

• University of Washington

  B.S., Chemistry and Applied Mathmatics

  2002 — 2005

Skills

• Coremetrics Analytics
• Google Adwords
• Sales
• Project Management
• Ecrm
• Making Things Work
• Search Engine Marketing (Sem)
• Management
• Demandware
• Crm
• Usability Testing
• Market Research
• Digital Direct Marketing
• Retail Marketing
• Social Media
• Pay Per Click (Ppc)
• Electric Guitar
• SEO
• A/B Testing
• Ppc
• Paid Search Strategy
• Sem
• Strategic Partnerships
• Strategy
• E-Commerce
• Marketing
• Lead Generation
• Real Estate Marketing
• Social Media Marketing
• Affiliate Marketing
• Online Advertising
• Email Marketing
• Impromptu Speaking
• Google Analytics
• Consumer Marketing
• Analytics
• Online Marketing
• Customer Relationship Management (Crm)
• E-Commerce Website Optimization
• Online Lead Generation