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Shabir JawahirCommercial strategy & analytics
Independent digital agency03

Marketing Intelligence Framework

Brought marketing data from six or more platforms into a shared framework linking performance changes to commercial impact and recommended action.

6+

Platforms into one view

  • Marketing Analytics
  • Growth
  • Reporting

Context

Each marketing platform reported its own performance, leaving the agency to reconcile results and explain the combined impact to clients.

The problem

Channel reports showed activity but did not consistently explain its value, the next action or where to allocate budget.

Analysis

  1. 01Commercial problems translated into measurable KPIs before a single reporting tool was opened.
  2. 02Data models built to read across platforms rather than beside them.
  3. 03Funnel drop off located and given a revenue value at every stage.
  4. 04Sources, landing pages, campaigns and geographies compared on definitions that actually matched.

Recommendation

Structure reporting around four questions: what changed, why it changed, what it was worth and what to do next. Keep platform detail available to support each recommendation.

Example view

Illustrative presentation of the approach. Client data remains confidential.

Cross Platform Model

Fragmented to commercial
  • GA4
  • Search Console
  • Semrush
  • Ads
  • CRM
  • Revenue

  1. 01

    Signal

  2. 02

    Insight

  3. 03

    Decision

  4. 04

    Outcome

4Questions, in order

What changed, why it changed, what it was worth, and what to do next. Anything that answers none of those comes out of the report.

Implementation

  • Cross platform data models
  • Power BI and Looker Studio dashboards
  • Funnel and conversion structure
  • Executive recommendation format
  • Reporting SOPs across the client base

Outcome

Reports now lead with commercial findings and recommendations, supported by the relevant metrics and platform detail.

What this demonstrates

  • Marketing intelligence
  • Commercial problem solving
  • Growth analysis
  • Client strategy

Next

Performance Measurement System

Independent digital agency

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