The problem this solves
Marketing reports activity - sends, clicks, sessions - while leadership asks about revenue, and the gap between those two conversations is where marketing budgets get cut. Source data is inconsistent, campaign tagging is partial, and when someone finally asks which channels produce customers rather than contacts, the honest answer is a shrug backed by a spreadsheet.
How we work
Attribution is only as good as the trail contacts leave, so we begin with the plumbing: original source data corrected where possible, UTM and campaign conventions enforced going forward, and lifecycle timestamps stamped reliably - because funnel math without dates is fiction.
Then we build the reporting stack in layers: campaign reports tying assets to contacts and deals, channel and source performance against pipeline rather than traffic, funnel conversion between lifecycle stages with velocity, and attribution reporting at the depth your tier and data honestly support. Every report gets a written definition of what it counts, because attribution arguments are always definition arguments in disguise.
We finish by walking the dashboards with the people who will present them - a report marketing cannot explain under questioning is worse than no report.
Deliverables
- Source and campaign data plumbing fixes
- Campaign performance reports tied to contacts and pipeline
- Channel and source reporting against revenue outcomes
- Funnel conversion and velocity reporting between lifecycle stages
- Attribution reports matched to tier and data quality
- Metric definitions and presentation walkthrough