Data
From Campaign Reporting to Marketing Intelligence
How a weekly reporting ritual becomes a decision system when you restructure the questions first.
· 1 min read · Updated
Every marketing team has a reporting ritual. Very few have a decision system.
The transition between the two is mostly about sequencing.
Automate the assembly. Never automate the thinking.
Step one: fix the questions
Before touching a tool, write down the decisions the report is supposed to support. If a metric does not inform one of them, it does not earn a place on the page.
Step two: model the data once
Platform exports disagree by design. Centralising them into one schema with agreed definitions removes the weekly reconciliation tax and makes historical comparison possible.
Step three: automate the assembly
Once the model is stable, collection, validation and delivery can run on a schedule with alerting on failure. The time saved goes back into interpretation, which is the part no workflow should own.
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