From the problem to a solution

Marketing and sales analytics

Your ad platform shows enquiries, CRM shows deals and financial reports show payments. I connect these records so marketing decisions can reflect business outcomes.

Discuss analytics

Start with the question a report should answer. Then define metrics, data sources and tracking rules before building the analytics.

Questions the reporting should answer

More reports do not guarantee clarity. First agree which decisions you want to make and which information is missing.

Which channels bring qualified enquiries and customers?
Where do enquiries stall between first contact and payment?
How does acquisition cost change when lead quality is considered?
Which missing data prevents a reliable assessment of returns?

Agree metrics and reporting periods

Before building a report, we define an enquiry, a qualified prospect, a deal and a payment. We also record the costs included and the calculation used for returns.

Comparing this month's spending only with this month's payments can be insufficient for a long sales cycle. The reporting period and grouping should account for when customers were acquired and whether they have had time to buy.

Connect sources to sales outcomes

I review the data journey from advertising and the website to CRM and reports. Depending on the task, work may involve GA4, campaign tags, call tracking, Roistat, Zoho Analytics and integrations with existing services.

Tracking forms, calls and messaging enquiries.
Passing sources and available identifiers to CRM.
Connecting enquiries with deal stages and outcomes.
Checking duplicates, missing records and consistency.

What reporting should not hide

Not every contact can be matched to advertising. A customer may switch devices, message directly or return through another channel. Reports should expose unknown sources and the limits of the attribution rule used.

Revenue attributed to a channel does not prove that advertising caused all those sales. That conclusion may require additional comparisons or experiments. Analytics supports decisions without removing uncertainty entirely.

What you receive

Agreed metric definitions, configured data collection and reporting by channel and sales stage. We document where figures come from, remaining limitations and who maintains the records.

To start, describe the question you cannot currently answer and the systems you use. Scope, cost and timing follow a review of the data sources.

Project experience

Each case identifies the task, work delivered, my role and the context behind the outcome.

In-house Chief Marketing Officer

Treejar Trading: 4× revenue and profit in one year

Connected marketing, sales and operations for a UAE furniture company: CRM, analytics, e-commerce, dealer sales and internal tools, from ad click to paid deal.

Advertising leadership

Tower Group: 3,600% ROI over the full engagement

Led advertising at Tower Group from May 2019 to January 2023, implementing Roistat and sales automation. ROI was 3,600% over the full engagement and peaked at 9,500% in August 2022.

In-house marketing leadership

CG Eurasia: ROI from −71.5% to +96.7% in 4 months

Built an in-house marketing team, coordinated contractors, developed a B2B strategy and improved the website, search optimisation and analytics.

Before we start

Does sales attribution require CRM?

It needs a reliable source of sales data. For a business with salespeople, that is often CRM. An online store may provide some data through its order system. The solution depends on the process.

Can historical analytics be recovered?

Only within the limits of retained data. If enquiry sources were not recorded, reliably recovering a source for every past deal may be impossible.

Is setting up GA4 enough?

GA4 helps measure website activity. To see subsequent sales work and payments, web analytics needs to connect with sales data using agreed tracking rules.