Holistic Reporting Process for Paid Media, Marketing & Product Campaigns
Is Your Data Just Noise? Transform Metrics into Meaning, Before Your Competitors Do
Welcome to the 34th Edition of Marketing Concepts!
Let’s be honest—reporting can be a real pain. You grab info from all sorts of places, stick it into a dashboard, and send it off, but it still doesn't tell you everything. Your ad team cares about making money from ads, the product team wants people to use the product, and the customer team wants people to stay
But how do all these bits connect? And more importantly, how do they help you understand your customers and make things better for them?
What if your reports didn't just show numbers, but told a story? A story about what customers do, what they want, and how to make their journey better so you make more money. This is where putting all your data together in one place is super important
It's not just about getting the data—it's about understanding people to make things better and get better results
Breaking Down the Key Tools & Their Insights
Demand-Side Platforms (DSPs) – Manage programmatic advertising, providing insights into audience targeting, ad effectiveness, and real-time bidding
Customer Data Platforms (CDPs) – Aggregate and unify customer data across multiple touchpoints, offering a 360-degree view of user interactions
Web & Product Analytics – Track user behaviour, engagement, and friction points within digital experiences, revealing where optimisations can drive better conversions
Customer Relationship Management Systems (CRMs) – Store customer interactions, allowing businesses to measure the impact of campaigns on long-term retention and LTV (Lifetime Value)
Marketing Mix Modelling (MMMs) – Help businesses understand the impact of various marketing channels on revenue, allowing for data-driven budget allocation
Mobile Measurement Partners (MMPs) – Essential for mobile app businesses, tracking user acquisition, retention, and in-app conversions across multiple sources
From Data Collection to Understanding Human Behaviour
Integrating these tools provides deeper insights into customer behaviour, allowing businesses to:
✅ Uncover the Real Customer Journey – See how users move from awareness to conversion, and where they drop off
✅ Identify Experience Gaps – Use product analytics to detect where friction exists and CRM data to understand post-purchase behaviour
✅ Optimise Media Spend with Smarter Attribution – Align MMM insights with MMPs to determine which channels actually drive growth
✅ Personalise & Improve Engagement – Leverage CDP data to create more personalised experiences based on behavioural insights
✅ Enhance Retention & LTV – Combine CRM and product analytics to build strategies that keep customers coming back
Building a Holistic Reporting Framework
1️⃣ Integrate Your Data Sources – Ensure all marketing, media, and product data flows into a central dashboard (e.g., Looker or Tableau)
2️⃣ Define Key Metrics – Align business objectives with KPIs across all touchpoints, such as CAC (Customer Acquisition Cost), ROAS (Return on Ad Spend), and churn rates
3️⃣ Focus on Actionable Insights – Move beyond reporting numbers—turn insights into experiments that continuously improve user experience and ROI
4️⃣ Enable Cross-Team Collaboration – Break down silos between paid media, product, and CRM teams so insights are shared and acted upon collectively
5️⃣ Leverage AI & Automation – Use machine learning tools to detect patterns, predict drop-offs, and optimise campaign performance in real time
Closing Thoughts
The goal of holistic reporting isn’t just better dashboards—it’s better decision-making. Businesses that integrate data across marketing, media, and product teams can create better customer experiences, reduce inefficiencies, and maximise profitability
How well is your company leveraging insights from these tools? & What’s the biggest reporting challenge you face?
Let’s discuss how to make your data work smarter for you!
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