Marketing Analytics Setup Guide

ANALYTICS ARCHITECTURE DESIGN

┌─────────────────────────────────────────────────────────────┐
│                    ANALYTICS LAYERS                          │
├─────────────────────────────────────────────────────────────┤
│  PRESENTATION LAYER                                          │
│  ┌──────────┐  ┌──────────┐  ┌──────────┐                  │
│  │Dashboard │  │ Reports  │  │  Alerts  │                  │
│  └──────────┘  └──────────┘  └──────────┘                  │
├─────────────────────────────────────────────────────────────┤
│  ANALYSIS LAYER                                              │
│  ┌──────────┐  ┌──────────┐  ┌──────────┐                  │
│  │   BI     │  │  SQL     │  │   ML     │                  │
│  └──────────┘  └──────────┘  └──────────┘                  │
├─────────────────────────────────────────────────────────────┤
│  STORAGE LAYER                                               │
│  ┌──────────────────────────────────────────┐              │
│  │         Data Warehouse / Lake            │              │
│  └──────────────────────────────────────────┘              │
├─────────────────────────────────────────────────────────────┤
│  COLLECTION LAYER                                            │
│  ┌──────────┐  ┌──────────┐  ┌──────────┐                  │
│  │   Web    │  │   CRM    │  │   Ads    │                  │
│  └──────────┘  └──────────┘  └──────────┘                  │
└─────────────────────────────────────────────────────────────┘

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Category	Budget Option	Mid-Market	Enterprise
Web analytics	GA4 (free)	Mixpanel	Adobe Analytics
Attribution	UTMs + GA4	Triple Whale	Rockerbox
BI/Dashboards	Looker Studio	Tableau	Power BI
Data warehouse	BigQuery	Snowflake	Databricks
CDP	Segment (starter)	Segment	mParticle
ETL	Fivetran (starter)	Fivetran	Informatica

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IMPLEMENTATION ROADMAP

Phase	Activities	Duration	Success Criteria
1. Foundation
	Define KPIs and metrics		KPI document approved
	Select core tools		Vendor contracts signed
	Set up tracking plan		Tracking plan documented
2. Collection
	Implement web tracking		Events firing correctly
	Connect ad platforms		Cost data flowing
	Set up CRM sync		Lead data matched
3. Storage
	Configure data warehouse		Schema defined
	Build data models		Models validated
	Implement data quality		Quality score >95%
4. Analysis
	Build dashboards		Dashboards live
	Create reports		Reports distributed
	Train team		Team certified

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DATA LAYER REQUIREMENTS

Required Events

Event	Trigger	Properties
page_view	Every page load	page_url, page_title, referrer
form_submit	Form completion	form_id, form_name, form_type
cta_click	CTA interaction	cta_id, cta_text, cta_location
video_play	Video starts	video_id, video_title, duration
download	Asset download	asset_id, asset_name, asset_type

User Properties

Property	Source	Update Frequency
user_id	CRM	On identify
company_name	CRM	Daily
lead_score	MAP	Real-time
lifecycle_stage	CRM	On change
industry	CRM	On change

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DASHBOARD DESIGN TEMPLATE

Executive Dashboard

Metric	Visualization	Source	Refresh
Pipeline value	Big number + trend	CRM	Daily
MQLs this month	Big number vs target	MAP	Daily
CAC	Line chart	Blended	Weekly
Channel performance	Bar chart	Multi	Daily

Campaign Dashboard

Metric	Visualization	Source	Refresh
Spend vs budget	Gauge	Ad platforms	Daily
CPL by channel	Table	Blended	Daily
Conversion rates	Funnel	Multi	Daily
Top performing ads	Table	Ad platforms	Daily

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REPORT TEMPLATES

Weekly Marketing Report

1. Executive summary (3 bullets)
2. KPI scorecard vs targets
3. Channel performance
4. Top campaigns
5. Key wins
6. Issues and risks
7. Next week priorities

Monthly Marketing Report

1. Executive summary
2. Full KPI review
3. Channel deep-dive
4. Campaign analysis
5. Audience insights
6. Competitive observations
7. Recommendations
8. Next month plan

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