Building marketing reporting that survives a CFO
Digi9 min read
The fastest way to lose marketing budget is to present a number that does not reconcile with the accounts.
Fix collection before presentation
Most reporting problems are data problems. Duplicate tags, untracked subdomains, consent banners blocking measurement, and CRM fields that three teams fill in differently.
Reconcile to invoices
Before a dashboard ships, its revenue figure should match what was actually invoiced. If it does not, the gap is the finding — investigate it rather than adjusting the chart.
Two models, not one
Show first touch and last touch side by side. The disagreement between them is where the interesting conversation lives.
- analytics