Stage 1: Ad-Hoc Data Collection (Reactive Marketing Analytics)

You’re here if…

• Each platform (GA, Facebook Ads, CRM, email) is tracked separately.
• Reports are pulled manually in Excel or on request.
• Metrics are inconsistent across teams, sparking debates over “whose numbers are right.”
• Decisions often fall back on instinct rather than data.

The risks:

• Time wasted on copy-pasting and reconciling data.
• No clear view of performance or attribution.
• Missed opportunities because problems are spotted too late.
• Low trust in data — making it easier to ignore.

What to do next (90-day moves):

• Align on core KPIs (e.g., CAC, conversion rate, ROAS) so everyone reports to the same scoreboard.
• Improve data quality by fixing tracking & tagging (UTMs, conversions, analytics tags).
• Create a single weekly report — even if manual — that consolidates primary metrics.
• Establish reporting cadence (weekly to team, monthly to leadership).

Quick win:

Clean up campaign tagging and launch one “starter dashboard” that replaces ad-hoc pulls.

Definition of done:

Leadership can view one trusted report each week, and the team no longer relies on gut feel for key decisions.

‍