Stage 3: Integrated Analysis & Insights (Proactive Analytics)

You’re here if…

• Your data sources are connected (ads → web → CRM → revenue).
• Teams routinely ask “Why did this happen?” and can answer with data.
• Light forecasting or predictive analysis is in play (lead projections, trend lines).
• Executives, managers, and front-line marketers all utilize dashboards and leverage insights in meetings.

The risks:

• Complexity overload: too many charts, not enough explicit action.
• Bottlenecks: advanced questions depend on 1–2 “analytics ninjas,” slowing progress.
• Action gap: insights aren’t always turned into business changes.
• Skill imbalance: not everyone can interpret more advanced analysis.

What to do next (90-day moves):

• Standardize insights → actions: create “decision recipes” (if X metric changes, then Y action).
• Democratize access: train non-analysts to use diagnostic tools and interpret results.
• Expand governance by documenting metric definitions and implementing data quality checks to protect trust.
• Pilot predictive use-cases: start small with forecasts or lead scoring.

Quick win:

Use cohort or funnel analysis to explain one big performance swing from last quarter — then share the findings with leadership as a model for proactive insight.

Definition of done:

Marketing meetings consistently reference diagnostic insights, not just reports. Teams investigate unexpected trends with data first, and leaders use analysis to shape future spend and strategy.

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