Allison Deng is a seasoned professional with a background in data analytics, marketing strategy, and team leadership. Currently serving as a Senior Analyst at Ford Motor Company, she specializes in Multi-Touch Attribution (MTA) measurement within the Global Data, Insights, and Analytics Team. In this role, Allison has spearheaded the development of multichannel analysis and scenario planning reporting, significantly enhancing Ford's marketing strategies. Notably, she led the revamp of Ford's MTA attribution model, increasing coverage from 30% to 80% of marketing impressions. Allison's collaborative approach with marketing teams and agencies has resulted in the creation of impactful analysis and monthly insights, driving Ford's marketing initiatives forward.Prior to her role at Ford, Allison held key positions at Quicken Loans, where she showcased her expertise in paid search bidding models, conversion optimization, and team management. As Team Leader/Manager, she was responsible for the paid search strategy of multiple companies within the Quicken Loans family, managing budgets exceeding millions of dollars monthly. Her innovative approach led to the successful integration of AdTech partners and the implementation of landing page optimizations, resulting in significant increases in conversion rates. Allison's tenure at Quicken Loans also saw her leading a team of specialists, fostering growth, and optimizing strategies to meet ROI goals effectively.Allison's educational background includes an MBA in Marketing and a BBA in Business Administration from Eastern Michigan University, where she excelled academically and demonstrated leadership through various extracurricular activities. Her extensive platform knowledge encompasses a wide range of tools and technologies, including Adobe Media Optimizer, Google Analytics, Salesforce, Qlik Sense, and more. With a track record of conference attendance, certifications, and awards, Allison Deng is a dynamic professional able to drive impactful change in the realm of data-driven marketing and analytics.