Dana Scott

Senior Director of Marketing Analytics

MBA, Marketing Analytics (UC Berkeley)

15+ years experience

Dana Scott is a Senior Director of Marketing Analytics at Horizon Innovations, bringing 15 years of dedicated experience to the intersection of data science and marketing. She holds an MBA with a specialization in Marketing Analytics from the University of California, Berkeley, where her thesis focused on machine learning applications in consumer behavior. Prior to her role at Horizon, Dana spearheaded the analytics division at Stratagem Global, where her innovative proprietary attribution model significantly boosted client ROI by 25%. Her professional philosophy centers on demystifying data, making sophisticated analytical insights accessible and actionable for marketing teams. Readers can expect her articles to provide practical frameworks, real-world case studies, and advanced techniques for leveraging data to drive measurable marketing outcomes, always emphasizing clarity and strategic impact. She is a strong advocate for ethical data practices and continuous learning in the rapidly evolving data landscape

Articles by Dana Scott

Data & Analytics

Marketing Analytics: Debunking 2026 Myths

There’s an astonishing amount of misinformation surrounding effective marketing analytics strategies, leading many businesses down paths that waste resources and yield disappointing results. It’s time…

Dana Scott · · 9 min read
Data & Analytics

GA4: Master 2026 Conversion Insights

Understanding your customers’ journey is paramount for any business aiming for sustainable growth. Without clear conversion insights, you’re essentially flying blind, making decisions based on…

Dana Scott · · 11 min read