JP Fontelo

Instrumentation is the practice of deciding what to measure and why before any data is collected. Most analytics projects fail before they start, not because of the tooling, but because nobody agreed on what to measure or why. The result is analytics teams producing reporting that lands without traction, and executives who can't connect the data to revenue. I've designed event taxonomies and data collection systems that capture how users actually behave, not just what the highest paid person requests.

Product analytics is the voice of the customer, but many executives have already made up their minds and are looking for data to confirm. The task isn't to confirm what leadership suspects, it's to surface what users are actually doing and let that change the conversation. I've built insightful dashboards, performed deep dive ad-hoc analyses, and run A/B testing programs. The hardest work always happens before the data is pulled: defining the right question, choosing the right metric, and agreeing on what the answer will mean before you see it.

Marketing analytics lives or dies on attribution. If you can't trust where your traffic comes from, you can't determine what it's worth. The foundation is unglamorous: a strict Urchin Tracking Module (UTM) taxonomy with groupings that roll up cleanly and break down consistently. Once the taxonomy is defined, the tagging and reporting become self-service. I've built that hierarchy from scratch, producing an attribution model the business trusts to guide its decisions at any scale.

The line between analytics and product management blurs more than most job descriptions suggest. I recognized a gap, scoped a solution, and shipped it: a bulk link builder that generated Branch.io links at scale, enabling marketing campaigns with clean UTM tagging and reliable redirects. That instinct lives alongside the analytics work, not instead of it.

Tufts for International Relations. Aix-en-Provence for a semester abroad. Vernon (Normandy) for a full academic year teaching English. Italian from classes in New York and a Hoboken apartment with an Italian roommate. I have a unique strength to find meaning across contexts. From language to culture to data: what’s in people’s minds, what can we tell from what they leave us.

"Fontelone" is a playful Italianization of my last name. Adding the suffix "-one" makes something more of itself: bigger, bolder, the best version.