Attribution & BI
Our digital transition services help harness the power of technology to streamline and enhance customer experiences.
Primary KPI: Single source of truth adoption. Decision latency reduced.
Scope: Event dictionary, ingestion, reconciliation, decision dashboards.
Method: Define qualified demand and pipeline once. Reconcile to revenue.
Proof: Cross-system variance report and resolved deltas.
Attribution & BI ensures every other service operates with discipline. We define events, sources, and qualified states in one dictionary. We collect server and client signals, reconcile channel reports with CRM revenue, and publish a small set of decision dashboards. We avoid elaborate models that dazzle and mislead. The objective is control. Know where qualified demand originates, what it costs, and how quickly it returns cash.
We start by naming the entities. Account, contact, opportunity or order, revenue event. We agree on the moment a visit becomes qualified demand and the moment a record becomes pipeline. We agree on what counts as revenue for payback. We configure ingestion to capture UTMs, referrers, call sources, and offline touches without breaking privacy promises. We confirm that every booked action can be reconciled to a campaign or a direct source.
Dashboards are utilitarian. At the top level, we display qualified demand, cost per qualified demand, conversion to pipeline, payback, and MER. By channel, we show the same. We keep history so trend and seasonality are visible. We preserve a change-log view so every major action has context. We include a simple forecast that assumes no miracles. If we want a miracle, we run an experiment and record it.
The rule is direct. If the numbers are green, scale. If a number turns red, pause growth, identify the break, and fix the most upstream cause. With this discipline, budgets stop wandering. They become instruments that buy outcomes with acceptable risk.