Hi, I’m Li Tan.
I’m a marketing analytics lead with experience spanning measurement modeling, experimentation, instrumentation, and cross-functional execution.
My work bridges strategy and implementation — helping teams navigate ambiguity, align stakeholders, and translate data into meaningful action.
I care about clarity, rigor, and the real-world impact of analytics beyond dashboards.
What I Do
– Turn business questions into measurable outcomes
– Work across MMM, MTA, incrementality test, and beyond
– Lead cross-functional projects at the edge of marketing, product, and finance
– Share insights that are clear, contextual, and decision-ready
My Journey
I started my analytics career at AKQA, where I helped global brands like Clorox optimize digital campaigns.
At NerdWallet, I’ve led brand marketing measurement and built MMM and MTA pipelines, bridging technical rigor with business needs.
From translating performance data into boardroom-ready insights to debugging pipelines under pressure,
I’ve learned how to make analytics useful — not just accurate.
🧪AKQA
Cut my teeth helping global brands like Clorox optimize digital campaigns — from campaign reporting to performance analysis.
📈NerdWallet
Owned brand-side measurement strategy, led MMM & MTA builds, and collaborated with product/finance/marketing stakeholders across high-stakes initiatives.
🔍 Looking Ahead
Expanding into product analytics and decision systems — still focused on what makes data actually drive decisions.