Broad Promo / Advice for growing businesses

Performance analysis and metrics

Marketing performance analysis connects activity to business outcomes. The first requirement is a shared definition of an enquiry, qualified lead, opportunity, and customer. Different platforms observe different interactions and use different attribution rules, so their totals are not interchangeable. Useful reporting explains what changed, what evidence supports an interpretation, and what decision follows. It also shows the limits of the data rather than presenting incomplete measurement as certainty.

Marketing Performance Analysis and Reporting: service scope, project planning, and provider evaluation.