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Marketing Data

Know which campaigns drive sales.

Every marketing channel, from ads and email to your website, in one dashboard with your CRM. See which campaigns really moved sales.

Discuss your campaign dataSee the dashboard

Built by the team behind the data platforms of

KPNAdyenNSEnexisArtsen zonder Grenzen

The problem

Your campaigns live in ten places.

  • Every platform, its own report

    Google Ads, Meta, LinkedIn and your email tool each count clicks and conversions their own way. Putting them side by side is a weekly spreadsheet job.

  • Every platform claims the sale

    Add up the conversions each platform reports and you get far more than the orders in your CRM. Which campaign really earned them stays unclear.

  • Tracking with gaps

    Missing pixels, inconsistent campaign tags and forms that never reach the CRM. The customer journey breaks off halfway, and so does the analysis.

Conversions last quarter

Claimed by the platforms

1,240

  • Google Ads · 520
  • Meta Ads · 380
  • LinkedIn Ads · 210
  • Email · 130

Orders in your CRM

610

Twice as many conversions claimed as there were orders.

One dashboard

Every channel in one dashboard.

Every marketing channel and every place leads and orders land, on shared definitions. Marketing, sales and management see the same figures.

ConnectedGoogle AdsMeta AdsLinkedIn AdsMicrosoft AdvertisingTikTok AdsEmail marketingWebsite analyticsCRMERPand any other source

Spend and results per channel

  • Marketing spend

    €48.2k+6%

  • Leads

    1,184+12%

  • Cost per lead

    €40.70−5%

Leads per channel

  • Google Ads412
  • LinkedIn Ads296
  • Meta Ads268
  • Email131
  • Microsoft Advertising77

Advanced analytics

Rank every campaign by its real effect.

Separate the campaigns that moved sales from the ones that only collected clicks. Switch the ranking.

  1. 1Brand searchGoogle Ads9,800 clicks
  2. 2RetargetingMeta Ads7,200 clicks
  3. 3Spring launch videoMeta Ads6,100 clicks
  4. 4Generic searchMicrosoft Advertising4,300 clicks
  5. 5Decision makersLinkedIn Ads2,400 clicks
  6. 6Trade fair follow-upEvent and email900 clicks

Ranked by clicks, brand search and retargeting lead. Both mostly reach people who were already on their way to buy.

How we measure effect

  • Uplift against control groups and holdout regions
  • Marketing mix modelling across all channels
  • Attribution along the whole customer journey
  • Events and offline campaigns measured the same way

Tracking

Tracking you can trust.

Proper tracking on your website, emails and campaigns, so every step from first click to order is measured.

Website funnel, last 30 days

  1. Ad click10,000

  2. −38% drop-off

    Landing page6,200

  3. −50% drop-off

    Product page3,100

  4. −70% drop-off

    Quote form started940

  5. −67% drop-off

    Quote requested310

The biggest drop sits between the product page and the quote form. That is where to start.

  • Pixels and tags on website, landing pages and emails
  • A consent-aware set-up, in line with GDPR
  • One naming convention for every campaign link
  • Server-side tracking where browsers block scripts
  • Every lead and order linked back to its campaign

The platform

One platform, every solution.

Marketing Data is one of seven solutions on the same Azure data platform. Start with one; every next solution builds on the same data.

  • Your data brought together once, tested against the source
  • In your own Azure environment, set up as code
  • Each new solution reuses what is already there

Solutions

Click one to go to its page

Your Azure data platform

Microsoft Azure

Azure Databricks

The core: data engineering, analytics and AI

  • Microsoft Fabric

    Lakehouse and reporting

  • Power BI

    Dashboards and reports

  • Grafana

    Live monitoring

  • Azure Function Apps

    Connectors and automation

And more, where it fits

Infrastructure as code with Terraform

How we work

Your first dashboard in weeks.

We start with the questions marketing and sales need answered, in short steps you can see.

  1. 01

    Week 1

    Map your channels

    Which platforms, tools and systems you use, and which questions marketing and sales need answered first.

  2. 02

    Weeks 2 to 4

    Connect and repair tracking

    We connect the platforms, close the gaps in tracking and agree one definition per metric.

  3. 03

    Weeks 4 to 8

    First dashboard live

    One dashboard with a view for marketing, sales and management, tested against every source.

  4. 04

    Then

    Analyse and improve

    Effect measurement, A/B tests and budget advice, in a steady rhythm with your team.

Next step

Where does your marketing budget really pay off?

Tell us which channels you use and where leads land. We show what one dashboard would look like for your team.

Discuss your campaign dataEmail us about marketing data