A Chat With Marketing Analytics Manager Shawn Hanak

Describe your duties as Marketing Analytics Manager.

My duties vary mostly between reporting and analytics. I have my hands in a lot of areas between NinjaCat, Google Analytics, Google Tag Manager, CallRail, and any third-party software a partner may be using. I spend most of my time setting up and auditing our data collection for partners and making sure that it displays correctly in their reporting dashboards.

What were you doing before ChoiceLocal?

I was pretty much fresh out of college. I had an internship at another digital marketing agency for six months, and then when the internship ended ChoiceLocal asked if I wanted to interview for a paid advertising position with them.

How does your role fit in with the larger marketing team?

My role is kind of a unique one since I work on every brand that we partner with. I work on the backend and work to try and make everyone else’s job easier through reporting, analytics, and various other tasks that may pop up from our partners.

What software do you use most frequently?

It would have to be our reporting software NinjaCat, making sure our dashboards look good and displaying the correct information is a top priority. Just behind that would be GA4/GTM, then CallRail.

What are the most important skills for someone in your position?

To not overuse the word “analytical” – I’ll say detail-oriented. Working across so many brands and software it’s important to not rush projects, make sure they’re done correctly, and have documentation on some of the differences/nuances between partners.

What key metrics do you track to measure marketing success?

There’s not too many key metrics for me specifically, I try to help others with their key metrics whether it’s displaying them in our dashboards or setting up a new key event in GA4. Once again, accuracy is crucial here so that we show partners our value but also have integrity in the results we are showing.

How has your role changed in recent years?

The role was a learning curve since it was brand new. It began with understanding each brand as well as all the services we offer. From there it was to find ways to make our analytics and reporting better for our partners. Now it’s evolving to where I’m strategizing how to take everything to the next level.

What trends do you see shaping the future of your role?

AI for sure. It will help me move from being more reactive to proactive in our reporting. It will be much faster at looking through our reporting to find potential inconsistencies. It can also help with the overall analysis, trends, and even forecasting of performance.

Tell us something people would be surprised to know about you.

Back in college I was a multiple-time All-American in swimming and still have some records standing to this day (humble brag).

Shawn Hanak is in his 10th year at ChoiceLocal and has seen it transform from a small startup to the top-performing franchise marketing agency in the nation. When he’s not at work, he’s usually finding new hiking trails with his dog, Ghost, practicing photography, or playing some sport.

About ChoiceLocal

ChoiceLocal is a full-service digital marketing agency specializing in serving franchises. Our digital marketing agency delivers amazing results, backed by The ChoiceLocal Guarantee. With a team of over 100 digital marketing experts, we utilize CLAI™, ChoiceLocal’s revolutionary sales and digital marketing AI super-intelligence, to accelerate digital marketing growth. We provide comprehensive digital marketing services for franchises with a special focus on home care marketing, moving and storage marketing, law firm marketing, plumber marketing, home improvement marketing, painter marketing, electrician marketing, pest control marketing, HVAC marketing, and more. Take advantage of a complimentary digital marketing growth strategy, complete with lead, revenue, and ROI projections, from ChoiceLocal today.