Discuss a Challenge

Enterprise Marketing Analytics Platform · Case study

From scattered signals to shared truth.

A governed full-funnel analytics platform connecting digital activity, marketing automation and CRM outcomes through shared data models.

Marketing activityGoverned analyticsLeads and opportunities
Context
Enterprise client · Power & Energy
Role
Analytics Architect & Data Engineer
Technology
Adobe · Oracle · Salesforce · Azure · Power BI

01 · The challenge

The data was there. The journey wasn’t.

Website behaviour, media engagement, marketing automation and CRM outcomes lived in separate systems. Each platform answered a narrow question; none connected the customer journey.

Website analytics

Adobe AnalyticsSimple Analytics

Paid & social media

MetaLinkedInGoogle AdsSprout Social

Search & local visibility

Google Search ConsoleBing Webmaster ToolsGoogle Business Profile

Marketing automation

Oracle Eloqua

CRM & revenue outcomes

Salesforce
Which marketing activity actually created engagement, leads and opportunities?

02 · The foundation

A dashboard is the last mile. Here’s everything before it.

The reporting became useful only after measurement, data engineering, identity and metric definitions were made trustworthy.

01

Measure before you report

Define page context, campaigns, consent, identity and success events before the data enters reporting.

Web data layerPage · content · campaign · consent · identity context
Adobe Tags / collection layerAppMeasurement / Web SDK · event mapping · context · identity
Adobe AnalyticseVars · props · events · marketing channels · attribution
02

Build a reusable data foundation

Bring source-specific ingestion, incremental processing and shared SQL models into one governed platform.

SourcesAdobe AnalyticsOracle EloquaSalesforcePaid · search · social
TransformAPI + scheduled loadsIncremental processingSQL transformation
ModelFacts + dimensionsShared KPI logicPower BI
03

Connect identities deliberately

Link web, Eloqua and Salesforce records only where governed identifiers co-exist or are explicitly mapped.

WebECID / visitor ID

Page · content · CTA · form behaviour

ECID ↔ visitor GUID
EloquaVisitor GUID / Contact ID

Marketing automation and form history

Contact ID ↔ Salesforce ID
SalesforceLead / Contact / Opportunity ID

Lead, contact and opportunity context

04

Give every metric one meaning

Keep KPI definitions, attribution rules and shared dimensions in the model—not separately inside every report.

DimDate · DimCampaign · DimChannel · DimContent · DimGeography

Website engagementWebsite + channelsMarketing performanceCampaign + mediaLead + opportunityExecutive funnel

KPI definitions · Attribution rules · Reconciliation · Monitoring

05

See the journey, not just the stops

Once the foundation was governed, marketing activity and CRM outcomes could finally be read as one connected funnel.

Awareness382M
Off-site traffic & engagement8M
Website sessions5M
Website high-intent actions256K
Marketing leads24K
Opportunities94
Source values · schematic widths · no performance uplift implied

03 · The evidence

The proof is in the reporting.

Different business questions. The same governed foundation underneath.

Executive view

Full-funnel performance

Awareness382M2.09% to engagement
Off-site traffic & engagement8M56.60% to sessions
Website sessions5M7.71% to high intent
Website high-intent actions256K6.84% to leads
Marketing leads24K10.18% to opportunities
Opportunities94CRM outcomes

Awareness

Paid ads impressions230MSocial impressions49MSearch impressions100MGoogle Business Profile views2MEmails opened250K

Off-site traffic & engagement

Paid ads clicks2MSocial engagements3MSearch clicks3MGMB website clicks74KEmail click-throughs11K

Website sessions

Page views10MUnique visitors3MPages per visit2.17

Website high-intent actions

Form submits38KContact clicks199KChat clicks19KMQL leads15K

Marketing leads

MQL rate63.65%SQL leads2KLeads to opportunities94
Shared funnel definitions · governed identities · consistent KPI logic
Website analytics

Behaviour with context

July reporting period
Page URLAllSite typeAllBusiness unitAllMarketAllCampaignAllChannelAllCountryAllLanguageAll
Page views1.50MVisitors991.57KPages per visitor1.52Form submits2KFile downloads15KClicks2M

Page-view trend

Visitor trend

Channel and content detail

Social network · organicReferral searchDirectSocial network · paidDisplayEmail
Discovery and local presence

The journey starts before the visit

Search + business profile

Search performance

Organic visibility
Search impressions7.39MSearch clicks219KClick-through rate3.11%Average position9.58
Impression trend
Click trend

Google Business Profile

Local actions
Total views858KTotal searches447KTotal clicks29KBusiness impressions121K
Profile views
Customer actions
Marketing performance

Paid and organic in the same story

Cross-channel view
Video views21MVideo view rate37.85%Cost per video viewRestrictedEngagements14MEngagement rate6.26%Cost per clickRestricted

Impressions and engagement trend

Paid · organic · video

Report views recreated as responsive HTML from the source case-study screenshots. KPI values shown come from those source views; trend shapes are schematic and do not claim performance uplift. Client details are anonymised.

04 · The outcome

Not another dashboard. A connected view of the business.

Teams could analyse digital behaviour alongside lead and opportunity outcomes using shared definitions instead of disconnected reports.

One source of truth

Governed definitions replaced repeated reconciliation across isolated reports.

Reusable reporting foundation

New questions could be answered using shared pipelines, dimensions and measures.

Full-funnel visibility

Digital behaviour could be analysed alongside lead and opportunity outcomes.