Kalifa Shabazz
Measurement · Analytics · AI · Growth
I architect trusted measurement and AI-enabled analytics systems that connect Product, Marketing, Engineering, and Data across instrumentation, attribution, conversion, and revenue.
Data Instrumentation · Event Governance · Growth Measurement · Attribution · Data Quality & Observability · AI-Enabled Analytics
reduction in GA4 data discrepancies through measurement QA and validation
analytics validation workflow reduced through automation
improvement in reporting and visualization efficiency
brands and organizations supported across enterprise, agency, and DTC
Enterprise Experience
Live Nation Entertainment
Enterprise measurement work across event architecture, data instrumentation, GA4/GTM governance, BigQuery and Databricks validation, analytics QA, attribution troubleshooting, and governed MCP-enabled workflows.
Honeywell
Web analytics, GA/GTM implementation, campaign measurement, KPI development, dashboarding, A/B testing, and conversion optimization across corporate digital properties.
Strategic Education Inc.
Marketing analytics across Adobe Analytics, Power BI, SEM, SEO, branded content, attribution, funnel analysis, and executive reporting.
Selected Work
Case studies across data instrumentation, measurement governance, attribution, ecommerce, paid acquisition, analytics infrastructure, AI-enabled operations, and growth.
AI-Enabled Analytics Operations
Built reusable AI Skills and MCP-connected workflows to standardize analytics querying, QA, investigation, and operational knowledge across enterprise analytics work.
Reusable AI workflows for governed querying and analytics QA
Measurement Architecture
Rebuilt a fragmented conversion measurement system so analytics, CRM, and paid media platforms could be used for confident optimization.
20 to 50% improvement in reported conversion accuracy
Analytics Platform & Reporting
Built reusable analytics reporting and measurement documentation across two web properties for a Berkshire Hathaway subsidiary.
Reusable reporting and QA across 2 web properties
Attribution & Funnel Analytics
Unified traffic, trial starts, subscriptions, revenue, and attribution into one reporting system for a subscription streaming platform.
Full funnel revenue visibility across the subscription lifecycle
Ecommerce Data & Growth Infrastructure
Fixed Google Merchant Center product eligibility and connected analytics, ecommerce, paid media, and growth planning for a luxury fine jewelry brand.
171 of 171 product variants approved for Google Shopping
Performance Marketing & Growth Analytics
Built a full funnel DTC operating system spanning positioning, paid acquisition, creative testing, attribution, lifecycle, and conversion analysis.
2.18x first profitable ROAS
Digital Growth Infrastructure
Built the website, analytics, paid media, content, and event growth foundation for a local food business that was later featured on Netflix's Fresh, Fried & Crispy.
From no digital footprint to Netflix's Fresh, Fried & Crispy
What I Solve
I trace data quality and attribution discrepancies across analytics, ad platforms, CRM systems, Shopify, and reporting to restore governed, decision-ready measurement.
I connect verified conversion signals, customer behavior, attribution, and revenue so teams can evaluate paid media performance against trustworthy growth measurement.
I connect acquisition, event instrumentation, analytics, funnel performance, lifecycle, and reporting into one governed growth measurement system.
I build reusable AI Skills, MCP integrations, and governed workflows that reduce repetitive QA, investigation, reporting, and documentation work.
Expertise
Data Quality, Governance & Observability
Enterprise measurement standards, analytics QA, event and metric definitions, access controls, privacy-forward analytics, automated validation, and cross-platform reconciliation.
AI & Analytics Automation
Reusable AI Skills, MCP integrations, governed analytics querying, QA automation, and LLM-enabled operational workflows designed to reduce repetitive analyst work and improve self-service.
Claude Enterprise · Claude Code · Databricks Genie · GCP · OAuth · agentic workflows
What I'm Building Now
I'm exploring how AI can make trusted analytics easier to access, validate, and use across teams without replacing the governance underneath it. Current work includes reusable AI Skills, MCP integrations, governed querying, analytics QA automation, and workflows that move teams from business questions to reliable answers faster.
About
I work across measurement architecture, data instrumentation, analytics platforms, growth measurement, performance marketing, and AI-enabled operations. My job is to make the signal trustworthy, govern the measurement layer, connect the systems, and turn the result into better decisions.
My experience spans enterprise organizations, ecommerce brands, subscription businesses, and growth-stage companies, partnering across Product, Marketing, Engineering, and Data from instrumentation design and implementation through validation, attribution, and optimization.
Technology Stack
GA4 · Adobe Analytics · GTM · Event Taxonomy · Looker Studio
BigQuery · Databricks · SQL · Dataform · Validation Workflows
GCP · IAM · OneTrust
Meta Ads · Meta Pixel · CAPI · Google Ads · Shopify
Claude Enterprise · Claude Code · MCP · AI Skills · Databricks Genie · ChatGPT · Copilot · agentic workflows
Education & Credentials
The University of Texas at Austin
Post Graduate Program Certificate · Artificial Intelligence & Machine Learning · 2025
Emory University
Master of Science · Genetics & Molecular Biology · 2020
Barry University
Master of Science · Biomedical Science · 2017
Howard University
Bachelor of Science · Biology · 2015