Daisy Ya

WORK HISTORY

EDUCATION

SKILLS

ABOUT DAISY YA

Modern marketing measurement isn\'t about tracking a straight line. It\'s about solving a puzzle.The pieces are changing fast. Privacy updates have obscured our view, and consumption has shifted to passive, view-based platforms. We can no longer rely on a single metric to tell the whole story.That’s where I come in.My career has been about solving this messy puzzle. Whether it’s paid ads, organic content, influencer collaborations, or broad brand campaigns, I don’t rely on just one data source. I build frameworks that measure total business impact, capturing the value that traditional attribution often misses.Currently, as Senior Manager of Social Analytics at Electronic Arts (EA), I get to nerd out on the big questions- How do we value a \"View\" or an “Impression” when it doesn\'t lead to an immediate action- How do different marketing activities actually talk to each other to drive demand- If we turn off spend or stop posting, does the audience actually notice?(Hello, incrementality).My toolkit is versatile because the landscape is volatile. I use geo-lift, and causal experiments to find the truth behind the data.Before this, I was an Adjunct Professor at UBC Sauder. That experience taught me one thing: if you can’t explain the math to a creative director or a CFO in plain English, the model doesn\'t matter.I write here about advanced analytics, consumption trends, and the future of marketing measurement. Reach out if you want to talk shop about lift studies, or why we need to look beyond the spreadsheet.