Work & case studies · Retail & E-commerce
Exploratory data analysis for a marketing team
A rigorous analysis of campaign, CRM and web data that reallocated budget toward the channels that actually converted.
+18%
conversion after budget reallocation
1
shared source of truth for marketing KPIs
Challenge
Three platforms, three sets of numbers, and no confidence in which channels drove sales.
What we built
- A consolidated dataset in BigQuery joining ad platforms, CRM and web analytics.
- Attribution and cohort analysis, with clear write-ups of what could and could not be concluded from the data.
- A dashboard the team maintains themselves.
Results
Reallocating spend based on the analysis lifted conversion by roughly 18% the following quarter, and the team stopped arguing about whose numbers were right.
Next case study
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