At The Top, Burj Khalifa, the observatory at the top of the world’s tallest building, Shariq’s work covered everything from ecommerce tracking to a self-built ad monetization system.
Ecommerce analytics. Led ecommerce tracking implementation for At The Top's existing ticket sales experience, revenue, orders, transactions, and the full purchase journey, giving the business a real view of what was actually converting.
Marketing performance analytics. Provided ongoing performance analytics for the marketing director and performance marketing agencies, surfacing where ad budget was underperforming, which campaigns were working, and how each agency was actually performing against the others.
Direct booking vs. agent booking research. Ran a dedicated research piece with the marketing director to identify the key drivers behind agent bookings, since Emaar wanted to grow direct bookings relative to agent channels. The findings fed into a commercial pricing strategy that made booking directly through Emaar's own website more competitive, increasing direct traffic.
Cross-brand ad monetization system. Built the tracking and billing system behind a new revenue stream: other Emaar business units, including Address Hotels, Reel Cinemas, and Dubai Mall, placing banner ads on the At The Top website to reach its traffic. The challenge was measuring and charging for it accurately. Designed a Looker Studio reporting system with data layer tracking that functioned like a pay-per-click ad model, tracking every click per brand and calculating what each owed. The marketing director could see performance per brand in real time and export the report directly for billing. Impressions were tracked too, but the system deliberately charged only for actual clicks, not impressions, making it a genuine performance-based system rather than a flat placement fee.
