Alyssa Godfrey

Alyssa Godfrey is a digital analyst with the University of Pittsburgh Center for Excellence in Digital Education (Pitt EDGE), where she ties recruitment marketing for Pitt's online programs to real results and measurable ROI, building the reporting and measurement foundation that shows which efforts are working and where budget goes furthest. Her work focuses on automated reporting that teams can act on, standardized data practices across the schools, and an attribution model that follows prospects from first touch through to enrollment, so teams can differentiate tactics that deliver highest-quality leads from those that deliver volume without strong conversions rates as well as see which tactics drive conversions at the bottom of the funnel and which play supporting roles.

Godfrey came to EDGE from the School of Health and Rehabilitation Sciences, where she spent nearly two years as the school's digital analyst. She collaborated with both marketing and data teams to bring together data from Google Analytics, Google Ads, CRM systems and other platforms into unified reporting. She built and maintained dashboards in Tableau, Looker Studio and Power BI and worked closely with stakeholders to translate those numbers into decisions they could act on.

Before coming to Pitt, Godfrey spent nearly eight years at UPMC as part of a shared services group within HR specializing in HR communications, employer branding and recruitment marketing. As she progressed from project coordinator to senior project analyst, she wore many hats: managing paid advertising, writing content, developing email marketing strategies, and designing and coding emails and web pages. However, research and measurement became her primary interest, because she realized without data there's no way to know whether any of the rest is working. She researched marketing channels and target audiences to build data-driven campaign strategies, measured campaign performance and ROI, and developed Power BI dashboards to track KPIs. That experience gave her a strong foundation in connecting marketing activity to measurable outcomes.

Godfrey holds a master's degree in Journalism and Mass Communication with a concentration in public relations and a bachelor's degree in Political Science and Asian Studies. She is drawn to the data storytelling side of the work, presenting numbers in a way that's clear and useful to the people doing the work every day.