Measurement build
About four months to put your media, analytics and sales data in one place, checked every day, in your own cloud.
A scorecard needs one source under it
The eOS gives each row a KPI and a counter-metric. When every platform reports its own results and each team keeps its own spreadsheet, the monthly meeting turns into a debate about whose figure is right. The build gives every number on the scorecard one source and one written definition, so the meeting can move on to the decision.
Your data, joined and checked every day
- Ad platforms
- Analytics
- Search Console
- CRM or lead system
- Finance numbers
- RawEach source as it arrived, kept unchanged
- CleanedStandard names and dates. Each filter, such as bots, is approved by a person
- Shared modelCampaigns joined to leads and sales by campaign code
- ReportingTables built for the two report layers
- Names match set-upRegion, format and tier in each campaign name match its targeting
- Spend matches planSpend by channel and tier against the media plan
- Tags follow the standardEvery paid link is tagged, in one format
- Goals match analyticsOne conversion goal per account, close to what analytics records
- ExplainLeadership and the CFO, monthly. KPIs, counter-metrics and the decisions needed
- ExploreYour team and agencies, weekly. Channel, campaign and test detail
- Test registerThe first controlled test designed, with a start date
- Media mix model planWhat the data allows, and when the first model can run
How the 16 weeks run
| Weeks | Stage | What happens |
|---|---|---|
| 1–3 | Foundations | We confirm the scorecard from the design, agree naming and tagging standards with your agencies, and agree the set-up with your IT team. |
| 4–8 | Governance and data | Sources load daily, the checks switch on, and campaigns are joined to leads and sales. Totals are reconciled to the figure finance trusts. |
| 9–12 | Reporting | Both report layers go live, and the first monthly report runs on the new numbers in a real meeting. |
| 13–16 | Tests and handover | The first test is designed, the media mix model plan is written, and the runbook is finished. |
Each stage has a gate. If one isn't met, the next stage moves back, because squeezing the work to keep a date is how bad numbers reach a board.
It runs on what your business already owns
- Your accountsThe cloud, hosting and connectors are in your name and on your bill. We've built on Google Cloud with BigQuery. If your IT team runs Microsoft, we agree the set-up with them in week one.
- No BI licencesThe reports are an internal web app on your own subdomain, behind your company sign-in, so your IT team controls who sees them.
- Your data stays yoursThe code sits in a repository your business owns, and every number in a report traces back to a written definition.
- Two ways to buildWe build it in your cloud, or your IT team builds to our specification and we review each stage. Either way, we own the checks, the metric definitions and the tests.
What we need from you
A finished design, read access to every ad platform, analytics, Search Console and your lead or sales system, a cloud account in your name, IT time in week one, and a named owner for data, for media and for the finance numbers.
What the build doesn't include
The build ends with a dated plan for your media mix model. The first model runs during Manage and advise, once tests have been read, because a model needs results to be checked against. Changes to live campaigns stay with your agencies or in-house team.
One trusted source for every KPI and counter-metric, refreshed daily and checked against your own sales.
This morning's refresh
| Check | Share of spend passing | Status |
|---|---|---|
| Names match set-up | 96% | 3 campaigns sent to the agency |
| Spend matches plan | 100% | Passed |
| Tags follow the standard | 98% | 1 link untagged |
| Goals match analytics | 100% | Passed |
| Passing every check | 94% |
| Leads last month | Count |
|---|---|
| In the report | 1 186 |
| In your own lead system | 1 203 |
| Difference | 1.4%, inside the agreed 3% |
Spend that fails a check still appears in the report, marked as failing, until the fix is confirmed.
These numbers are made up to show the format. They aren't a typical result.
Where this comes up
When the board asks for the numbers, have the answer.
Tell us where it hurts: the budget conversation, the agency relationship, or numbers nobody trusts. We'll suggest where to start.
TALK TO NEIL →