Francesca del Rosario
Analytical Lead @ Google | Data, Measurement, Analytics
- Role
- Senior Analytical Lead, Large Customer Sales at Google
- Location
- Seattle, WA, US
- LinkedIn followers
- 500 followers
Experience
Senior Analytical Lead, Large Customer Sales
Jan 2023 — Present · Seattle, WA, US
Measurement Transformation & AI Readiness: Spearheaded the transition from legacy, last-click attribution models to pixel-based tracking and Data-Driven Attribution (DDA). Championed the integration of First-Party Data (1PD) and Value-Based Bidding (VBB) to fuel AI-powered campaigns, establishing robust bidding parity and improving new customer acquisition efficiency- Advanced Experimentation & Incrementality: Designed and executed bespoke Randomized Control Trials (RCTs), causal impact analyses, and elasticity tests. Scaled the delivery of these analyses to isolate view-through incrementality, calculate precise multiplier lifts, and validate the efficiency of automated bidding solutions across search and video formats- Strategic Data Consulting: Influenced executive decision-making and budget flexibility by directly partnering with client data science teams to recalibrate internal Marketing Mix Models Developed bespoke \"Total Opportunity\" methodologies and opportunity cost analyses to effectively challenge internal saturation narratives and secure multi-million dollar incremental media investments- Full-Funnel Measurement Strategy: Architected long-term measurement scorecards utilizing Brand Lift, Search Lift, and Conversion Lift to track consumer perception shifts over time. Successfully proved the downstream \"halo effect\" and incrementality of upper-funnel video and demand generation investments on core, lower-funnel performance- Cross-Functional Technical Leadership: Acted as the primary liaison between client engineering, technical specialists, and Google product teams to pioneer complex tracking and automation solutions. Led critical technical initiatives, including API integrations for automated reporting and industry-first measurement pilots to resolve structural data blockers across in-app environments.
Education
University of Washington
Human Centered Design and Engineering, Human Computer Interaction
2010 — 2014
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