Vu Pham

Most companies today 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 actually worth the spend. With over 25 years of experience, Vu brings both 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 just confirming what a channel manager wants to hear. His work spans everything from granular ad-spend reporting to audience-level behavioral analysis, always built around one question: where should the next marketing dollar go? Vu's true "superpower" is data storytelling — turning a spreadsheet of impressions, clicks, and conversions into a clear recommendation leadership can act on immediately. As a former Data Science instructor at Mercer University and General Assembly, he's especially effective at explaining attribution and analytics concepts to marketing teams who need the "so what," not the methodology. Whether building real-time spend dashboards or auditing which channels are actually driving audience growth, Vu's goal is the same: replace marketing spend guesswork with a clear, defensible answer. When he isn't in the weeds of campaign data, Vu is likely exploring the world — he's traveled to 64 countries (and counting), always looking for a new perspective.