Marketing analytics · Data strategy · AI

Turning complex data into clearer decisions.

I work at the intersection of marketing strategy, analytics, and technology—building measurement approaches and analytical workflows that help teams move from questions to action.

Explore selected work Get in touch
Josh Pettovello wearing glasses and a dark textured sweater
About

Strategy-minded. Data-driven. Focused on impact.

I'm Josh Pettovello, a Michigan-based marketing analytics and data strategy professional. My work brings together digital marketing knowledge, measurement, technical analysis, and stakeholder communication.

I enjoy translating ambiguous business questions into analytical approaches people can use: defining the question, connecting the right data, investigating what it says, and communicating the implications clearly.

I'm particularly interested in the space where marketing intelligence, BI, and AI-assisted workflows meet—using technology to help teams identify opportunities and make better-informed decisions.

Analytics & measurement

GA4Adobe AnalyticsGoogle Tag ManagerSEOExperimentation

Data & BI

SQLDatabricksPower BIDAXBigQueryLooker Studio

Strategy & enablement

Measurement strategyData storytellingStakeholder communicationAI-assisted workflows

Selected tools and focus areas; not an exhaustive skills inventory.

Selected work

Turning questions into useful work.

A selection of work themes and project directions. Professional examples should be shared only at a level permitted by confidentiality obligations; independent demonstrations can use synthetic or public data.

AI · Analytics · DatabricksProfessional experience

AI-assisted analytics and opportunity discovery

An analytical workflow designed to retrieve website data, examine trends, forecast traffic changes, and surface potential experimentation opportunities for human review.

Workflow highlights
  • SQL and Databricks-supported data retrieval and analysis.
  • LLM-assisted interpretation of trends and potential opportunities.
  • Forecasting and statistical-significance considerations to help evaluate testing ideas.
  • Presentation and review workflow to discuss recommendations before any action is taken.
Focus: turning analytical outputs into a repeatable decision-support process. Specific outcomes and architecture details can be added where disclosure is appropriate.
BI · MeasurementPortfolio case study

Marketing measurement & performance reporting

A case-study format for showing how measurement design, KPI definitions, and reporting can connect marketing performance to stakeholder decisions.

Potential walkthrough
  • Business question and measurement approach.
  • Data inputs, KPI definitions, and reporting design.
  • How findings are communicated and used.
Next step: add an approved example or a recreated dashboard built with synthetic data.
SQL · Data modelingIndependent project idea

SQL-driven marketing intelligence

A public demonstration project exploring synthetic marketing data to answer practical questions about channel performance, conversion, and efficiency.

Planned deliverables
  • Readable SQL queries and reusable transformations.
  • Data-quality checks and documented assumptions.
  • Insights paired with business-oriented recommendations.
Status: proposed independent project—not presented as completed work.
Consulting

Practical support for data-informed teams.

Alongside my professional work, I'm open to conversations about focused projects where analytics, measurement, and strategy can help clarify the next step.

01 / MEASUREMENT

Analytics & measurement reviews

Review tracking plans, KPI definitions, and reporting approaches to identify gaps and opportunities for clearer measurement.

02 / REPORTING

Dashboard & insight support

Help shape reporting requirements, analytical questions, and dashboard narratives that make results easier to interpret.

03 / WORKFLOWS

AI & analytics workflow discovery

Identify suitable analytical workflows for automation or AI assistance, including where human review and validation should remain central.

Contact

Have a good question to solve?

I'm always happy to connect about analytics, data strategy, AI-enabled workflows, or potential opportunities. Reach out by email or connect with me on LinkedIn.

Email me LinkedIn