End-to-End Marketing Analytics

We rescued broken digital data collection for a major European FMCG brand and built a Power BI marketing analytics engine that ties campaign spend directly to performance — replacing agency PDF reports with real-time, self-serve insights.

The mess

The brand was spending heavily on digital marketing but flying blind. Data collection was fragmented — campaign tags inconsistent, conversion tracking partially broken, user journeys impossible to reconstruct. Basic questions were unanswerable: which campaigns work? What’s the actual ROI? Where should budget shift?

The process was painful: wait for an agency to compile a PDF report, receive it two to three weeks after the campaign ended, then argue about whether the numbers were right. By the time anyone had data, the next campaign had already launched on the same unvalidated assumptions.

What we did

Started at the foundation. Before touching any dashboard, we audited every tracking tag, conversion event, and UTM structure. Fixed what was broken, standardised what was inconsistent. Every click, conversion, and tag had to be captured accurately before we’d pipe a single data point into a report.

Once the collection layer was clean, we built a Power BI environment for the marketing team — not IT, not an agency, the people making daily budget decisions. Dashboards tie spend directly to performance across channels. The team can self-serve: filter by campaign, channel, region, or time period. No waiting.

The result

Total visibility. Campaign tracking dashboards connecting spend to performance. Media buying decisions same week, not three weeks later. The agency-PDF cycle is dead.

We’ll never forget the kickoff meeting where the media agency confidently presented a glossy, 40-page PDF celebrating a “record-breaking” campaign. We had just audited the raw tracking setup that morning and had to gently break the news: their “record conversions” were actually just a bug where users refreshed the checkout page. The awkward silence in that room is exactly why we build self-serve dashboards instead of relying on PDFs.