Kalifa Shabazz
Measurement · Analytics · AI · Growth
I build trusted measurement and AI-enabled analytics systems that connect acquisition, customer behavior, attribution, conversion, and revenue.
Measurement Architecture · Marketing Analytics · Attribution · Performance Marketing · Growth Analytics · AI-Enabled Operations
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 analytics platform work across event architecture, 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 measurement, 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 discrepancies across analytics, ad platforms, CRM systems, Shopify, and reporting to restore reliable measurement.
I connect ad spend to customer behavior, conversion, attribution, and revenue so teams can evaluate true performance.
I connect acquisition, analytics, funnel performance, lifecycle, and reporting into one measurable growth system.
I build reusable AI Skills, MCP integrations, and governed workflows that reduce repetitive QA, investigation, reporting, and documentation work.
Expertise
Data Quality & Governance
Measurement standards, analytics QA, metric definitions, access controls, privacy-aligned analytics, 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, analytics platforms, performance marketing, growth, and AI-enabled operations. My job is to make the data trustworthy, connect the systems, and turn the result into better decisions.
My experience spans enterprise organizations, ecommerce brands, subscription businesses, and growth-stage companies, working across marketing, product, engineering, and data teams from implementation through optimization.
Technology Stack
GA4 · Adobe Analytics · GTM · Looker Studio
BigQuery · Databricks · SQL · Dataform
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