Matt Lillig

Strategic analytics leader with 20+ years of experience helping enterprises translate complex digital data into clear, actionable business outcomes. I specialize in digital and omnichannel measurement strategy, customer journey analytics, and executive insight delivery, with deep experience across analytics platforms (such as Adobe Analytics and Quantum Metric). Known as a collaborative “player-coach,” I’ve led teams of analysts & data engineers, built scalable KPI frameworks, and developed ROI-driven business cases and roadmaps, including recent work developing GenAI agents to modernize analytics workflows and accelerate decision-making.

A strategic analytics and leader with over 20 years of experience designing and scaling digital and omnichannel measurement strategies for large enterprises and high-growth organizations. My career spans healthcare, technology, media, and entrepreneurship, with a consistent focus on translating complex data into executive-ready insights that drive measurable business outcomes.

Most recently at Microsoft, I served as Senior Data & Insights Lead, where I authored a strategic business plan and multi-phase roadmap to expand Adobe Customer Journey Analytics adoption across Marketing, aligning data integration, governance, and KPI frameworks to enable unified cross-channel measurement. I also conceptualized and delivered a GenAI-powered Insights Agent that significantly reduced executive reporting time, acting as product owner across the full lifecycle from user research through deployment.

Previously, as Senior Manager of Data & Analytics at Blue Shield of California, I led enterprise analytics strategy and KPI governance supporting Marketing and Customer Experience. My work unified behavioral and survey data to drive a record 23% improvement in satisfaction scores and delivered $2.5M in annual cost savings through segmentation-driven marketing initiatives and data-enabled process optimization.

At Anthem (Elevance Health), I spent six years leading digital analytics initiatives, including a large-scale migration from Google Analytics to Adobe Analytics during a full web re-platform. I partnered closely with Product, UX, and Content teams to optimize customer journeys across Anthem.com and Medicare properties, supporting a modeled 10% lift in online Medicare enrollments, and served as a critical bridge between executive stakeholders and implementation teams to ensure data quality and governance.

Earlier in my career, I was a Senior Digital Analytics Strategist at Yahoo, where I operated in an agency-like analytics role supporting major advertisers. I developed early cross-channel attribution frameworks, influenced budget reallocation across a $10M monthly media portfolio, and led analytics enablement and thought leadership programs across sales, marketing, product, and engineering teams.

I am also a former startup co-founder (SimpleSavr), where I led product definition, analytics design, go-to-market strategy, and merchant enablement for a consumer mobile app and advertising platform.

Across roles, I'm known as a collaborative “player-coach” with deep expertise in analytics platforms like Adobe Analytics and Quantum Metric, KPI governance, executive storytelling, and emerging AI-driven analytics automation, where I bringing both strategic vision and practical execution to data-driven decision-making.

Sonoma State University with a bachelors degree in Business Administration and a focus on Marketing