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Marketing Analytics

A collection of 6 issues

“Other products” is a measurement defect, not a category: recovering product names from a SKU-only revenue report

A catch-all line on a performance dashboard turned out to contain an entire product launch, because one channel reported revenue by SKU and never by name. How the mapping was recovered, and why a residual bucket should document itself.

Attribution only gets real when it joins the order book: matching four months of web enquiries to the ERP

Joining website enquiries to an ERP's quotations and confirmed orders is an entity-resolution problem, not a VLOOKUP. What the match ladder, the company-level unit of attribution and an eighty-day lag tail do to your read on lead quality.

I put client KPIs on an e-ink screen instead of a dashboard nobody opens: why the artifact couldn't go there and a webhook could

The dashboard was fine. Opening it was the problem. Here is why a private, JavaScript-driven page can't go on an e-ink display, why I fed the screen from the pipeline that already existed, and why refresh rate is a claim about your data rather than a setting.

I raised a client's Google Ads budget 59% while the account could see one lead in sixteen: how to scale on purpose with broken attribution

Impression share lost to budget was 8.2% on weekdays and 14.5% on Sunday — the caps were closing exactly where the demand was. Three conditions that make scaling with broken attribution a decision rather than a gamble.

A price-list download is not a lead: how to measure a channel whose revenue arrives in two years

The first fully traceable enquiry-to-quotation chain I have for a natural-stone supplier: a form fill in August, a phone call four weeks later, and a road surface due to be laid in 2028. Why quotation volume is the leading indicator and revenue is not.

I called a keyword set off-product before I opened the client's shop: how to check product–query fit before cutting a Google Ads campaign

I wrote “wrong market fit” into a weekly ads review about seven campaigns burning money at 0.22 ROAS. Then I opened the client's shop and found five products in exactly that category. The four-minute check that would have caught it.

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