Marketing Analytics & Reporting

Marketing Analytics Consultant for Dashboards & Reporting

It is common for a business to have plenty of marketing data and still be unable to answer simple questions, such as which channel is actually producing the best customers. As a marketing analytics consultant, the priority is closing that gap: connecting campaign data, CRM data and, where possible, revenue data into reporting that leadership can actually use to make decisions.

This is not about more dashboards for their own sake. As a marketing dashboard consultant, the aim is fewer, clearer views that answer specific business questions, replacing reports that show activity metrics like impressions and sessions with reports that show pipeline and revenue impact wherever that data is available.

Bring me the business problem. I'll help structure the solution and take it into execution, whether that means acting as a performance reporting consultant to fix an existing reporting process, or a marketing measurement consultant engagement to design analytics and tracking from the ground up.

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The problem

Business problems this solves

Reports show activity, not outcomes

Monthly marketing reports focus on impressions, clicks and sessions but never answer whether that activity produced meaningful business results.

Data lives in disconnected systems

Ad platforms, website analytics and CRM data sit in separate tools with no reliable way to see the full picture from first touch to closed deal.

No consistent reporting cadence

Reporting happens irregularly or only when leadership asks for it, making it hard to spot trends or catch problems before they become significant.

Attribution is unclear or missing

It is difficult to say which channels or campaigns actually deserve credit for generating a lead or a sale, making budget decisions harder to justify.

Dashboards nobody actually uses

Previous attempts at dashboards were built but are rarely opened, either because they are too complex or because they do not answer the questions leadership actually asks.

Scope

What is included

Analytics and tracking audit

Reviewing current tracking setup across website, ad platforms and CRM to identify gaps, broken tracking or missing connections between systems.

Measurement framework design

Defining what should be measured at each stage of the funnel and how attribution will be approached, based on the business's actual sales process.

Dashboard build

Building clear, focused dashboards that connect marketing activity to pipeline and revenue outcomes, tailored to what leadership actually needs to see.

System integration

Connecting ad platforms, website analytics and CRM so data flows automatically into reporting rather than being compiled manually each month.

Regular reporting cadence

Establishing a consistent reporting rhythm, whether weekly, monthly or quarterly, so trends and issues are caught early rather than after the fact.

Insight and recommendations

Going beyond the numbers to explain what the data means and what specific actions it suggests for campaigns, budget or channel mix.

Output

Typical deliverables

Analytics and tracking audit
Measurement and attribution framework
Marketing performance dashboards
CRM and ad platform data integration
Recurring reporting cadence and templates
Funnel and channel performance reports
Actionable insight summaries

Fit

Who this is best for

Businesses unsure which marketing channels actually drive revenue
Leadership frustrated with activity-only marketing reports
Companies with data spread across disconnected platforms
Marketing teams needing a consistent reporting rhythm
Businesses that built dashboards nobody actually uses

Engagement

Ways to work together

Growth Diagnostic

A paid audit of current tracking, reporting and data connections, resulting in a clear, prioritised plan for closing the biggest measurement gaps.

Fixed-Scope Project

A defined project to design a measurement framework and build dashboards connecting marketing, CRM and revenue data, within an agreed scope.

Monthly Retainer

Ongoing reporting, dashboard maintenance and insight delivery on a recurring monthly basis as campaigns and data sources evolve.

Fractional Leadership

Senior oversight of marketing measurement strategy, ensuring reporting stays aligned with the questions leadership actually needs answered.

Process

How I work

Step 1

Audit current tracking

Review existing analytics, ad platform and CRM tracking to identify what data exists, what is missing, and where connections are broken.

Step 2

Define the measurement framework

Agree what should be measured at each funnel stage and how attribution will be approached given the available data and sales process.

Step 3

Build dashboards and integrations

Connect data sources and build clear dashboards focused on the specific questions leadership needs answered, avoiding unnecessary complexity.

Step 4

Establish reporting cadence

Set up a regular reporting rhythm and format so results are reviewed consistently rather than only when someone asks for them.

Step 5

Review and refine insights

Continue reviewing data over time, refining dashboards and highlighting specific, actionable insights rather than raw numbers alone.

Experience

Relevant experience

Anonymised examples of comparable work. Client names are kept confidential.

A multi-branch insurance agency

Each branch tracked performance differently with no consolidated view. Built a unified dashboard connecting branch-level CRM data into one leadership view.

A B2B SaaS company

Marketing reported on website traffic and leads, but leadership wanted to know pipeline impact. Connected CRM data to marketing reporting so campaigns could be judged against actual pipeline movement.

A real estate marketing team

Multiple dashboards had been built over time but were rarely used. Consolidated them into a single, focused view answering the specific questions leadership asked most often.

FAQ

Frequently asked questions

What tools do you use for building dashboards?

The choice depends on what the business already has access to, ranging from CRM-native reporting to dedicated analytics or business intelligence tools. The priority is fit with existing systems rather than any single preferred platform.

Can you connect our marketing data to revenue, not just leads?

Where CRM and sales data are available and reasonably structured, yes. This typically requires connecting ad platforms and website tracking to the CRM so leads can be followed through to closed revenue.

How often should marketing reports be reviewed?

This depends on how quickly the business needs to act on results. Fast-moving paid campaigns often warrant weekly review, while broader strategic reporting is often reviewed monthly or quarterly.

We already have dashboards, but nobody uses them. Can you fix that?

Yes. This is a common situation, usually caused by dashboards being too complex or not answering the specific questions leadership cares about. A review of current dashboards against actual business questions is a typical first step.

Do you provide one-off reporting or ongoing analytics support?

Both are available. Some clients need a one-off project to fix tracking and build initial dashboards, while others prefer ongoing monthly support to maintain and refine reporting as the business changes.

Discuss your requirement

Share the business problem and current situation. I'll come back with how I would approach it, what it would involve and the most sensible way to engage.

Discuss Your Requirement Book a 15-Minute Intro Call WhatsApp Call

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