Geo-Experimentation &
$1B Growth Pipeline
Two years as the sole analytics & experimentation function for SVB's Startup Banking division — building measurement infrastructure, designing 130+ experiments, and proving that billboards can be a performance channel.
How I Turned Billboards
Into a Proven Growth Channel
Leadership treated out-of-home advertising as a brand channel — something unmeasurable. I designed a controlled geo-experiment across Austin, Miami, and Seattle to prove otherwise.
Built SVB's first offline-to-online attribution pipeline using QR-enabled billboard tracking tied to CRM. Proved OOH as a measurable acquisition channel. National expansion budget approved based on experimental proof.
The Experiment
Design
OOH drives measurable web traffic and CRM-attributable leads
The hypothesis wasn't just "billboards work" — it was that out-of-home media creates a measurable lift in web traffic, lead generation, and CRM pipeline when compared to a digital-only control market.
Controlled geo-incrementality with matched markets
Austin and Miami received the full media mix: airport displays, highway billboards, taxi wraps, bus stop posters, plus LinkedIn and Twitter. Seattle ran digital only. Markets were matched on startup density, VC activity, and SVB market share.
QR-enabled billboard tracking tied to CRM
Every physical placement had a unique QR code routing to a dedicated landing page. Scans, page visits, and downstream lead events were tracked end-to-end in the CRM. This created SVB's first offline-to-online attribution pipeline.
National expansion budget approved
All three markets showed significant web traffic growth. The incremental lift pattern proved OOH's contribution. Leadership reclassified out-of-home from unmeasurable brand spend to a performance acquisition channel. National expansion was funded based on this proof.
$1B Pipeline &
Full-Funnel Analytics
Sole analytics function for SVB's entire Startup Banking division — owned both marketing analytics and product analytics end-to-end during the bank's highest-growth phase.
Built the measurement infrastructure that tracked startup acquisition from first touch to funded account. Owned conversion funnel analytics, digital channel performance, and product usage data for a division serving thousands of VC-backed startups. Expanded into 4 new markets: Austin, Miami, Boston, Seattle.
What I Built
at SVB
Full-Funnel Attribution
First-touch to funded-account tracking across all digital channels. Connected marketing spend to actual banking relationships opened.
Looker Dashboard System
Replaced 6 manual reports with 1 unified Looker dashboard. 85% reporting efficiency gain. Self-serve analytics for the marketing team.
NPS & CLV Systems
Built Net Promoter Score and Customer Lifetime Value measurement from scratch. Connected satisfaction data to retention and expansion revenue.
Geo-Experimentation Framework
Offline-to-online attribution pipeline. Trained 50+ marketers on geo-experimentation methodology. Replicable framework for future campaigns.
"Atticus Li stands out as one of the very best. His ability to bridge the gap between analysis and implementation sets him apart as a marketing analyst who delivers measurable results."
Blake Park · Marketing Director, Silicon Valley Bank (Direct Manager)
See all case studies
See how these same principles scaled at NRG Energy across 5 brands and 7M customers, or read weekly breakdowns on Lean Experiments.
Revenue Frameworks
for Growth Leaders
Every week: one experiment, one framework, one insight to make your marketing more evidence-based and your revenue more predictable.