Analytics

Marketing Analytics Operating Model for Scale

Implement a marketing analytics operating model that standardises data governance, reporting cadences, and optimisation loops across growth teams.

Jan 7, 2025
17 min

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Marketing Analytics Model

Operating System for Growth

Treat analytics as an operating system, not a dashboard project. Build a marketing analytics engine that powers decision making.

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40%
Reporting Reduction

Target a 40% reduction in manual reporting hours within two quarters by institutionalising your analytics model.

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Data Pipeline Design

  • 1

    Ingest: Capture platform data via APIs

  • 2

    Model: Transform into clean reporting layers

  • 3

    Serve: Deliver to BI tools and notebooks

  • 4

    Activate: Feed segments back to automation

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Reporting Cadences

Before

Daily: Pacing dashboards for spend

After

Monthly: Executive scorecards + CAC

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Analytics Squad Roles

  • ✓

    Analytics Lead owns roadmap and priorities

  • ✓

    Data Engineer manages pipelines and schema

  • ✓

    Marketing Analyst produces insights

  • ✓

    BI Developer maintains dashboards

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Experimentation First

Create a shared backlog with hypotheses, success metrics, and owners. Use ICE or PIE frameworks to prioritise tests.

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Key Takeaway

Success Metrics

100% campaigns with consistent UTMs. 25% increase in test velocity. Forecast accuracy within plus or minus 5% for pipeline and revenue.

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