Analytics
Turn marketing and sales data into reporting your team can use to make decisions.
Choose a step to see the details.
When to bring me in
I build reporting and analytical frameworks that connect acquisition activity with customer quality, sales progression, and commercial outcomes. The work starts with the decisions your team needs to make and then defines the data, metrics, and views required to support them.
The result can be a dashboard, a recurring report, or a wider reporting process. Each view is designed to answer a business question and make the underlying definitions and limitations clear.
The scope
Business questions, data sources, metric definitions, data quality, attribution, segmentation, dashboards, and reporting cadence. Where the inputs are available, the review can include revenue, costs, margins, and the commercial performance of channels or offers.
I also help define how the report should be used. A recurring review should lead to decisions about budgets, priorities, process changes, or additional investigation.
Usable outputs / Agreed responsibilities
A measurement framework, reporting views, documented definitions, data-quality requirements, and a review process. Implementation can include building the agreed dashboard and report setup with your team.
Review one decision, the evidence available, and useful next actions. Implementation is not included in a consultation.
Explore consultationA deeper diagnosis with evidence, hypotheses, priorities, and a practical plan. Execution is agreed separately.
Explore a diagnosticDeliver agreed work, or establish a recurring review cycle with clear responsibilities for me, your team, and other specialists.
Explore project supportEvidence and limitations
We document sources, identifiers, dates, and metric definitions. ROAS is attributed revenue relative to ad spend, not profit. CAC uses an agreed definition of acquisition costs and new customers. Longer sales cycles may require cohort and payment-timing views.
Clear expectations
Yes, where the relevant inputs are available. The service can connect marketing and sales with management views of costs and profitability; accounting and statutory reporting are outside the core scope.
I review the available identifiers, dates, and definitions, then distinguish what can be measured reliably from what requires a better process or additional data.
Yes. Definitions, review cadence, and examples of decisions can be part of the engagement so the reporting becomes usable in day-to-day management.
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Marketing & Growth Consultant