Rob McGee

Senior Manager, Multiplatform Marketing and Analytics @PBS

Arlington, VA, US

I am the go-to expert in marketing analytics for the multi-platform marketing team — analyzing, interpreting, and presenting data from Google Analytics (our source of truth), social ads, organic social platforms, and more to tell stories about program and campaign performance. I use raw data, UTM parameters, and BI tools like Looker Studio and Sprout Social, in conjunction with my cross-departmental colleagues and partner agencies, to benchmark our campaigns against organizational goals and surface that information to key stakeholders to help drive strategy. I am always looking to the data to tell a more complete story of what\'s happening with our viewers on our owned properties, e.g, quantifying the value of social through multi-touch attribution, identifying the top performing channels driving.org video streams via Google Analytics, or shifting strategies to utilize paid social platforms based on user demos and on-site behaviors.Other cool stuff I get to do includes running internal self-serve paid social campaigns, and working with product and business intelligence on the evaluation and onboarding of MarTech tools to help elevate the organization\'s marketing and data analysis capabilities.

Southern Illinois University, Carbondale

Bachelor of Science, Marketing

John A. Logan College

Associate of Arts, Arts