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Shabir JawahirCommercial strategy & analytics
Independent digital agency03

Marketing Intelligence Framework

Brought marketing data from six or more platforms into a shared framework linking performance changes to commercial impact and recommended action.

6+

Platforms into one view

  • Marketing Analytics
  • Growth
  • Reporting

The business question

Which marketing changes deserved the next action or budget?

Each marketing platform reported its own performance, leaving the agency to reconcile results and explain the combined impact to clients.

Channel reports showed activity but did not consistently explain its value, the next action or where to allocate budget.

My contribution
Cross-platform modelling, funnel analysis and reporting design

My approach

From the source data
to a commercial answer.

  1. Define the commercial measures

    I translated business questions into KPIs before designing the reporting.

  2. Connect the platforms

    I built models across analytics, search, advertising and CRM data, with comparable definitions for channels, campaigns and audiences.

  3. Explain the commercial impact

    I assessed funnel drop-off and its revenue implications, then structured recommendations around the change, its cause, its value and the next action.

Data used in the analysis
  • GA4
  • Google Search Console
  • Semrush
  • Advertising platforms
  • CRM data
  • Internal business datasets

The recommendation

Connect channel performance to commercial action

Structure reporting around four questions: what changed, why it changed, what it was worth and what to do next. Keep platform detail available to support each recommendation.

What I delivered

  • Cross platform data models
  • Power BI and Looker Studio dashboards
  • Funnel and conversion structure
  • Executive recommendation format
  • Reporting SOPs across the client base

The outcome

What changed
for the business.

04

Outcome

The six-plus figure describes the platforms brought into the reporting framework. Commercial recommendations were supported by the relevant metrics.

Explore an illustrative exampleA simplified view of the approach, using example figures.

This example explains the method. The figures are illustrative and should be read separately from the project outcome.

Cross Platform Model

Fragmented to commercial
  • GA4
  • Search Console
  • Semrush
  • Ads
  • CRM
  • Revenue

  1. 01

    Signal

  2. 02

    Insight

  3. 03

    Decision

  4. 04

    Outcome

4Questions, in order

What changed, why it changed, what it was worth, and what to do next. Anything that answers none of those comes out of the report.

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Let’s work on it

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is on your desk?

Tell me what you’re trying to decide, what feels unclear and when you need an answer. We’ll start with a short conversation.

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Direct collaboration · Scoped engagements · Fixed fees