As Keypath’s Director of Analytics and Business Intelligence, Katie Tomlinson digs deep into the data to provide the best measures of success for partners.
In today’s marketing world, there are mounds of data that must be assessed and interpreted. Tomlinson helps cut through the clutter to find the pieces of information that show clients clearly how campaigns are successful. Moreover, Tomlinson is a key partner for marketers within Keypath, using data to provide guidance about content or campaign choices.
Is there a hobby you can’t live without?
I used to consider myself the ultimate DIY-er (doing everything from installing hardwood floors to replacing siding), but I find myself strapped for time these days. Now, I’m most guilty of spending way too much time on Pinterest -- but mostly to browse instead of carrying out any of the projects I pin.
What excites you about working for Keypath?
It’s amazing to see how the company has transformed during my time here. Our vision for the future keeps me challenged and engaged, but what I love most is the people. Our entire organization is comprised of amazingly talented individuals.
Where do you see your specialty going in the next five years?
This is the time for analytics, and it’s critical that we continue to evolve our strategy and capabilities to stay on the cutting edge. From an organizational perspective, we will continue to put self-service analytics in the hands of every individual by reducing complexities and making the data actionable and consumable. From a student perspective, we will continue to refine our strategy in order to deliver more personalization.
How can you use your skills to change the student experience for the better?
Matching the right individuals with the right institution is vital, and analytics plays a critical role in helping this materialize. By understanding the student journey from beginning to end, we can continue to refine the process and deliver the ultimate student experience.
What is your favorite personal achievement?
Becoming a parent. I have a 4-year old-son who challenges and delights me in so many ways every day.