Selected work
A useful dashboard changes the conversation.
01 / Marketing measurement
From disconnected channels to one view of the customer journey.
Marketing measurement · Data modeling · Metric definitions · Dashboard design
Spend→Calls→Appointments→Customers→Revenue
The challenge
A multi-location automotive service company was spending across paid search, paid social, direct mail, and email. Each channel reported in its own system and on its own terms. Leadership couldn’t compare channels, and couldn’t follow spend through to appointments and revenue.
The approach
We started with the definitions, not the visuals. A channel taxonomy made channels comparable. A UTM tagging framework and attribution and matchback logic tied activity to outcomes. A metric dictionary recorded what each measure means.
What we built
A marketing lakehouse running spend → calls → appointments → customers → revenue, a semantic model on top, and a funnel dashboard themed to the client’s brand.
The result
Leadership can now follow marketing spend through calls and appointments to revenue, in one view, and compare channels on the same terms.