Marketing analytics
Every channel claims credit for the same sale. We pull your marketing data into one place, work out what is really driving customers, and give you numbers you can plan a budget around.
Signs you could use this
- Ad platforms report more conversions than your own system shows.
- You can't compare channels because each one is measured differently.
- Reporting takes someone days at the end of every month.
- You want to cut a channel and aren't sure what it will cost you.
What we do
- Join up the data
- Ad platforms, web analytics, CRM and orders in one model, refreshed on a schedule. Connectors such as Supermetrics or Airbyte do the fetching, so nobody downloads CSVs by hand.
- Choose an attribution approach
- Last click, first click, position-based or data-driven, picked with an understanding of what each one hides. We show you how the answer changes under each method.
- Model the bigger picture
- When tracking can't see everything, marketing mix modelling estimates what each channel contributes using spend and sales over time.
- Report what matters
- Cost per acquisition, return on spend, payback time and customer value, defined once and shown the same way every week.
What you receive
Setting up reporting takes about four to six weeks. Marketing mix models run as a separate project and need at least a year or two of history to be useful.
- A single marketing data model, refreshed automatically
- Attribution views with the assumptions written down
- A channel performance dashboard
- Recommendations on where to shift budget, with the reasoning
Tools we use: Google Analytics, Adobe Analytics, Supermetrics, Airbyte, BigQuery, Power BI, Python, R.
Common questions
What's the difference between attribution and marketing mix modelling?
Attribution follows individual customer journeys, and depends on tracking that is increasingly patchy. Mix modelling works from totals over time and doesn't need user-level tracking. Many teams eventually use both. We wrote a longer comparison in our Insights section.
Do you manage our ads?
No. We measure and advise on the numbers. Running the campaigns stays with you or your agency.
Can you work with our agency?
Yes. Agencies often welcome an independent view of the numbers, and we're happy to share findings with them.