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Michael MancusoProduct & technology executive
Projects & case studies

Complex work.
Concrete results.

Product launches, operating-model changes, and complex AI-enabled builds. Explore the business problem, the decisions I led, and what changed.

Built with agents

Product strategy and a repository-based second brain.

Phase 3 Benefits brings eight health, commuter, and wage-law account types onto one payment card. I built a repository-based second brain—product strategy, specifications, verified facts, and agent memory—to keep AI development aligned.

Specification-driven development at platform scale.

Shared FHIR-based contracts coordinated parallel development across clinical, operational, and financial workflows.

Leadership case studies

Showing 6 of 38

Wendy's

Implemented a comprehensive digital analytics practice at Wendy's, resulting in a unified data source and enhanced testing capabilities, driving data-driven insights and optimization of digital strategies.

01

Challenge

Wendy's faced significant challenges in gaining a unified view of customers across digital touchpoints. The absence of a centralized digital analytics practice led to disparate systems, decentralized management, and fragmented standards across teams. Each team measured performance in silos, often not understanding the broader implications of their actions on overall outcomes.

02

Action

To address these challenges, I spearheaded the creation of a comprehensive digital analytics practice. Key actions included:

  • Unified Analytics Vision: Developed a clear vision for a unified analytics approach, aligning it with Wendy's strategic goals to ensure all digital touchpoints were measured cohesively.
  • Team Building: Identified and hired a dedicated team of analytics professionals with the expertise needed to drive the initiative forward.
  • Standards and Processes: Defined and implemented standardized processes and metrics for data collection, analysis, and reporting across all digital channels.
  • Centralized Data Collection: Established a centralized data collection system to aggregate and harmonize data from various digital platforms, creating a single source of truth for the company and its agency partners.
03

Results

The establishment of the digital analytics practice led to transformative outcomes for Wendy's:

  • Single Source of Truth: Created a unified, reliable source of digital data that provided consistent insights for the company and its agency partners.
  • Data-Driven Insights: Enabled the generation of actionable, data-driven insights on digital tactics and campaigns, allowing for more informed decision-making.
  • Enhanced Testing Capabilities: Facilitated the ability to rapidly test creative concepts, new features, and enhancements, leading to continuous improvement and optimization of digital experiences.

Questions

What digital analytics capabilities were built at Wendy's?

A comprehensive digital analytics practice was built from scratch, including a dedicated team, standardized processes, centralized data collection, and a single source of truth for the company and its agency partners.

What tools were used for digital analytics at Wendy's?

The digital analytics practice used Firebase, Google Tag Manager 360, Google Analytics 360, and integrated with Salesforce Marketing Cloud, Mulesoft, Datorama, and Branch.

How did Wendy's use analytics to inform business decisions?

The analytics practice enabled rapid testing of creative concepts and features, centralized reporting as a single source of truth, and provided data-driven insights that guided marketing, product, and operational decisions.

How large was the analytics team that was built?

A dedicated team of analytics professionals was identified and hired with the expertise needed to drive the initiative, transforming Wendy's from fragmented, siloed measurement to a unified analytics practice.

How did the unified analytics practice eliminate conflicting data?

Previously, each team measured performance in silos with different tools and standards, producing conflicting data. The centralized practice established one data collection system and standardized processes as the single source of truth.

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