Global ads manager benchmarking analysis
Industry: Large tech platform with advertising accounting for majority of revenue
Goal: Improve ad campaign execution, tracking improvements over time via global benchmarking analysis
Methods: Remote and in-person interviews while viewing advertiser campaign creation in real time
Problem
Desire for Baselines: The client lacked a comprehensive understanding of global usability issues within their ad manager platform, making it difficult to measure the incremental impact of product updates over time.
Market Fragmentation: There was a need to identify whether digital advertisers faced universal friction points or market-specific barriers across the US, Brazil, and India.
Impact
Actionable Insights at Scale: Delivered 50 product-specific reports that synthesized complex global data, enabling the client to immediately prioritize and resolve high-friction usability issues.
Strategic Roadmapping: Provided a foundational framework for future product scoping and longitudinal benchmarking, allowing the company to quantify the success of subsequent platform improvements.
My Role
Global Operational Leadership: Oversaw the end-to-end research operations for the Brazil market, managing 200+ sessions while ensuring strict quality control and data consistency across all international markets.
Agile Problem Solving: Proactively troubleshot high-stakes recruitment, technical, and analysis hurdles in real time, coordinating with on-the-ground researchers to maintain project timelines and data integrity.