Marketing Analytics
Build a KPI tree that connects brand, channels, funnel movement, and revenue outcomes.
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?