Marketing Analytics
Build a KPI tree that connects brand, channels, funnel movement, and revenue outcomes.
Key takeaways
- Marketing analytics should drive decisions; a dashboard that lists every metric but clarifies no action only creates reporting work.
- The KPI tree links the business goal down through pipeline, qualified demand, channel conversion, and lifecycle progression.
- Metrics sit in five layers (brand, demand, funnel, revenue, quality), each tied to a specific decision.
- Dashboard rules separate health from diagnostic metrics, show owner and source of truth, and avoid over-crediting one channel in multi-touch journeys.
- Review questions ask what changed, whether it is meaningful or noise, what explains it, and what decision to make this week.
Marketing analytics should help the team make decisions. A dashboard that lists every metric but does not clarify action creates reporting work without operational value.
KPI Tree
Metric Layers
| Layer | Metric examples | Decision supported |
|---|---|---|
| Brand | Direct traffic, branded search, share of voice proxy | Awareness and trust direction |
| Demand | Qualified leads, demo requests, target account engagement | Campaign and offer fit |
| Funnel | Conversion rate, velocity, stage progression | Friction and prioritization |
| Revenue | Pipeline, win rate, CAC, payback, expansion | Investment level |
| Quality | ICP fit, source quality, retention signal | Sustainable growth |
Dashboard Rules
- Separate health metrics from diagnostic metrics.
- Always show owner, update cadence, and source of truth.
- Avoid over-crediting one channel when buying journeys are multi-touch.
- Add notes for campaign launches, pricing changes, and seasonality.
- Include decisions made from the dashboard, not only numbers.
Review Questions
- What changed since the last review?
- Is the change meaningful or noise?
- Which audience, channel, message, or offer explains it?
- What decision will we make this week?