Marketing Analytics Guide: KPI Trees, Attribution Limits, and Dashboards Leaders Trust
A marketing analytics guide for U.S. businesses — defining KPI trees, choosing metrics that mirror funnel economics, handling attribution honestly, and governance that keeps reporting actionable. Learn incrementality habits, finance-aligned narratives, and QA rituals that keep dashboards trustworthy after every site migration or martech change. Explains finance-friendly definition reviews, lightweight anomaly rituals, and documentation habits that survive personnel turnover. Touches sampled-report differences versus finance ledgers and how to explain gaps without eroding trust. Name metric owners directly inside weekly review invites so accountability survives staffing churn.
marketing analytics strategy, marketing KPI framework, marketing attribution models, dashboard design marketing, conversion tracking governance, marketing measurement planning, full funnel reporting