Vu Pham

Most companies can tell you how much they spent on marketing last month, but not which dollars actually drove results. As a Partner at Chameleon Collective, Vu Pham specializes in closing that gap, building the analytics and attribution infrastructure that shows leadership which channels, campaigns, and audiences are worth the spend. With over 25 years of experience, Vu brings the technical skill to pull together data from a fragmented marketing stack and the judgment to build attribution models that hold up to scrutiny rather than confirming what a channel manager wants to hear. His work spans granular ad-spend reporting to audience-level behavioral analysis, always built around one question: where should the next marketing dollar go? Vu's superpower is data storytelling, turning a spreadsheet of impressions, clicks, and conversions into a clear recommendation leadership can act on immediately. A former Data Science instructor at Mercer University and General Assembly, he is especially effective at explaining attribution concepts to marketing teams who need the "so what," not the methodology. Whether building real-time spend dashboards or auditing channel-driven audience growth, his goal is to replace guesswork with a defensible answer.