The CX Tipping Point®
The CX Tipping Point® Podcast was launched to increase the awareness of how the business discipline of customer experience can improve the delivery of government services. How can we leverage the best practices in the commercial industry within the constraints of government. We are bringing you the only podcast focused on improving the experience that citizens, businesses and governments have when interacting, engaging and transacting with the government.
The CX Tipping Point®
EP 63: From Data to Impact: How GSA Transformed Digital Analytics featuring Marina Fox
In this episode, Martha Dorris sits down with Marina Fox, former lead of GSA’s Digital Analytics Program (DAP) and one of the 2025 Service to the Citizen® Award winners, to explore how data and persistence transformed how government understands, and improves, digital services.
From her early career in data analytics to launching analytics.usa.gov, Marina shares how she built one of the most impactful digital initiatives in government, helping agencies use real-time data to design faster, simpler, and more transparent online experiences.
Highlights from the episode:
- Building the foundation: How DAP unified fragmented web analytics and gave agencies consistent, actionable insights for the first time.
- Scaling impact: With limited resources, Marina’s team brought Google Analytics to 6,000 federal websites, creating the largest GA account in the world.
- Driving transparency: The launch of analytics.usa.gov gave the public access to real-time government web traffic, turning data into a model for open government.
- Insights that matter: From USPS tracking to NASA’s data portals, DAP revealed what citizens value most and helped agencies prioritize improvements.
- A new chapter: As Director of Digital Solutions at TechSur Solutions, Marina continues helping agencies harness data, AI, and cloud to deliver better digital experiences.
Why it matters:
Marina’s story is a masterclass in leading digital transformation through collaboration, community-building, and data-driven design. Her work reminds us that when government embraces analytics, it doesn’t just measure success, it creates it.
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