The same customer, counted six times
One person exists in Google, Meta, the CRM, the email tool, and analytics — with six versions of the truth.
Use case · Marketing
One lead. Six tools. One number you can trust.
A prospect clicks an ad today. Scroll, and follow that lead from the touchpoint, through the six tools that hold your funnel today, to the CMO’s deck and the ROAS number — and watch what changes when it's only captured once.
Scroll to begin
Why marketing
Marketing doesn’t have a data shortage. It has a distance problem.
Every click, lead, and dollar of spend is data. The gap is the distance between the touchpoint where a number is born and the report the CMO steers budget by.
Reporting runs a cycle behind
Performance decks are rebuilt by hand. By the time ROAS is compiled, the budget’s already spent.
Attribution nobody trusts
Source is guessed after the fact, so every channel claims the same conversion — and the real winner is invisible.
Playbooks live in a few heads
What worked last launch, the segment insight, the brand rules — they belong to senior people, and leave with them.
The journey
Seven steps. One number.
The health of the funnel lives in leads, spend, and revenue — born at the touchpoint, steered by in the boardroom. The seven steps below walk one lead along that route, each removing a place where the number breaks today. Follow the line.
Data FoundationBusiness IntelligenceAI & Automation
Ad platformsCRMMarketing automationWeb analyticsCustomer data platform
Where the customer is scattered today
One central platformMicrosoft Fabric
This is where the number's journey changes. Instead of being re-counted in Google, Meta, the CRM, and analytics separately, it lands once — here — and flows everywhere it's needed. Six versions of the customer become one.
Step 01 · Data Capture & Quality
01The number is born
A prospect clicks an ad and fills a form. Today source and consent are tagged differently by every campaign and patched in a spreadsheet later — whether anyone ever trusts it is decided right here, at the touchpoint.
Our approach
We help define what each lead and event must carry — source, medium, consent, campaign ID — and enforce a tagging standard at capture, so the record is right at the source.
Who feels it
Demand genOne clean tag at capture — no month-end source cleanup.
AnalyticsAttribution built on real source data, not guesses.
OpsFewer duplicate and unattributable leads in the funnel.
The payoff — Every lead knows where it came from — attribution stops being an argument and reporting gets cleaner everywhere downstream.
Step 02 · System Integration
02It stops being re-counted
That customer used to exist six times — in Google, Meta, the CRM, the email tool, and analytics — each as a different fragment.
Our approach
We help map how lead and revenue data should flow and build a single customer record — so one click, one form, and one closed deal resolve to one person on their own.
Who feels it
MarketingThe full journey in one place — click to closed revenue.
SalesLeads arrive with their real source and history attached.
ITGoverned connectors on one platform, not a tangle of exports.
The payoff — The funnel becomes one continuous story instead of six disconnected reports — and marketing can prove what revenue it drove.
Step 03 · Business Intelligence Roadmap
03It reaches the report by itself
Performance decks are still rebuilt by hand each cycle — so ROAS questions take days, long after the budget is spent.
Our approach
We help automate the reports you already build and stand up self-serve attribution and ROI views — refreshed on demand, while budget can still be moved.
Who feels it
CMOSpend, pipeline, and ROI visible on demand, not once a cycle.
AnalystsThe export week disappears; the work becomes analysis.
Channel leadsPerformance monitored live, same definitions everywhere.
The payoff — Answers to “is this working?” arrive in minutes instead of days — while there’s still budget left to reallocate.
Step 04 · Data as a Product
04Everyone agrees what it means
“Qualified lead” means one thing to marketing and another to sales — and CAC is calculated three ways depending on who’s asking.
Our approach
We help the team settle on one definition per metric and publish each KPI with an owner and a source — findable by anyone, from the channel desk to the boardroom.
Who feels it
New hiresRamp on the numbers in days, not months.
AnalystsFewer “can you pull this for me” requests.
LeadershipOne agreed definition per metric, across marketing and sales.
The payoff — Self-service that’s actually self-serve — the KPI library becomes the shared language of the whole revenue team.
Step 05 · AI & Automation Governance
05It stays safe around AI
Marketers are already pasting customer lists into AI tools to draft copy and segment — customer PII and consent need guardrails before that spreads, and privacy regulators will ask.
Our approach
We help classify data by sensitivity and set up a governed AI environment — a copy assistant can read brand rules while customer lists stay ring-fenced, with every use logged.
Who feels it
CMOAI adoption with a defensible privacy story.
LegalCustomer data ring-fenced from AI tooling, with an audit trail.
EveryoneA clear answer to “can I use AI for this?”
The payoff — AI gets adopted broadly and safely — on governed data, with a consent trail that stands up to a privacy review.
Step 06 · Data Culture & Engagement
06The team shapes what’s built next
Campaign managers and channel leads know exactly what’s broken about the data they work with — but workarounds and side spreadsheets multiply instead of fixes.
Our approach
We help put a visible request channel in place, from idea to shipped — so the people closest to the campaigns keep shaping how the data is captured and used.
Who feels it
MarketersTheir input visibly shapes the tools — so they keep giving it.
LeadershipPain points surface early, with context, instead of festering.
The teamAdoption compounds — each shipped request builds trust in the next.
The payoff — The team keeps getting more data-driven after the engagement ends — improvement becomes routine, and visible.
Step 07 · Centralized Knowledge Base
07It becomes know-how
Campaign playbooks, segment insight, and brand rules live in a few senior marketers’ heads and old decks — and walk out the door with each departure.
Our approach
We help stand up a central knowledge base with AI-assisted capture — so a departing brand lead’s launch playbook drafts the next launch, not a departure loss.
Who feels it
MarketersPlaybooks and past learnings at hand for every campaign.
New staffOnboarding from a knowledge base, not from old decks.
AI toolsThe brand and segment context they need to stay accurate.
The payoff — Onboarding and AI both get faster and more on-brand — campaign judgment stops walking out the door.
The same number, everywhereTouchpoint to boardroom
Attribution & ROI dashboardsKPI portalGoverned AIKnowledge base
The lead that clicked this morning is the ROAS figure on the CMO’s deck — on agreed definitions, attributed to the right channel. One capture, one truth — the funnel visible while budget can still move.
Benefits realized
What changes when the strategy lands.
The shifts below are what the seven focus areas add up to in a marketing team — touchpoint to boardroom, click to closed revenue.
BeforeThe same customer counted in six tools
AfterOne customer record, resolved once
BeforeCampaign decks rebuilt by hand each cycle
AfterAutomated attribution, refreshed on demand
BeforeROAS answered in days
AfterROAS by channel in minutes
Before“Ask the analyst” for every report
AfterSelf-serve KPI portal with definitions
BeforeAI experiments near customer lists
AfterGoverned AI with a consent-ready trail
BeforePlaybooks in a few senior heads
AfterA searchable, living knowledge base
How we engage
Strategy and execution, delivered together
We don't spend months writing a roadmap before anything changes. Each phase combines discovery, design, and implementation, so your teams begin using new capabilities while the roadmap continues to evolve.
Discovery & Assessment
We learn how your marketing actually runs — from the tag on the ad click to the deck on the CMO’s desk.
Interviews across demand gen, channels, ops, and analytics Inventory of ad platforms, CRM, automation, and analytics tools Gap map: where lead, campaign, and revenue data break down Audit of existing reports and the manual effort behind them
Mostly conversations — no disruption to live campaigns. You end the phase with a map of every place the same customer is re-counted or re-tagged, and what that costs.
Analysis & Framework Design
We design the central platform and start building — capture, connections, and guardrails, as requirements firm up.
Central platform and customer/vehicle data model on Microsoft Fabric / Azure / Databricks Capture-at-source design: a tagging standard with built-in checks Integrations ranked by ROI — customer master to ad platforms and CRM first Sensitivity tiers and AI guardrails for customer PII and consent
The first automated reports replace manual ones mid-phase. A pilot channel runs on the new attribution model, and their feedback shapes the design.
Roadmap & Validation
You leave with a phased roadmap and a substantially implemented platform — a plan and working capability, together.
Phased roadmap covering every data initiative Priority dashboards and platform connections live KPI portal and knowledge base stood up Wish-list platform open to marketing and ops
The performance deck already assembles itself. There’s one place to find every number — and a prioritized plan for what comes next.
Phases can be resequenced to fit your priorities. Engagement model and investment are tailored per organization — book a meeting and we'll scope it to you.
Start here
Bring us your channels and your funnel.
We'll show you how your data should flow, identify the biggest opportunities for improvement, and define a phased engagement that fits your business.
30 minutes No obligation Microsoft Fabric partners