Marketing analytics & data products
Marketing analysis and reporting that shows what drives performance
Bring us the change you can't explain or the customer question you can't answer. We investigate it, then build what helps: a report people use, a forecast or model, or a tool your team relies on day to day.
From question to action
Start with the question and work towards something your team can use, check and maintain.
1. Question
Start with the question
The change you can't explain, the systems that disagree or the customer question your reports can't answer.
- Performance changes
- Numbers that disagree
- Customer questions
2. Evidence
Connect what happened next
Join acquisition to what came after, so a lead or customer is judged by the business it became.
- Leads to customers
- Customer value
- Joined acquisition data
3. Answer
Build the answer
An investigation, a report people use or a model, tested with the people who rely on it. You can also ask questions of an agreed dataset in plain English.
- Analysis
- Marketing reporting in Data Studio
- Forecasts and segments
- Plain-English questions
4. Act
Use the results
Results in your customer and marketing tools, with agreed permissions and a way to review what happened.
- Audiences and segments
- Results in your marketing tools
- A record of what changed
Tools we work with
Most of this work runs on BigQuery, with reports in Data Studio. These are the other tools we often work with.
Reporting and analysis
- Tableau
- Build dashboards that help your team investigate journeys and changes in performance.
- Power BI
- Prepare reporting tables and advise on the data model behind your reports.
- Microsoft Clarity
- Set up behaviour tracking, investigate friction and help your team use the results.
- Optimizely
- Implement and test experimentation tags in your existing setup.
- Python and notebooks
- Investigate performance with reproducible analysis, code and findings.
- Colab
- Analyse BigQuery data in Colab Enterprise notebooks and share the results as Data Apps through Data Studio.
- SQL
- Write analytical queries and consistent metric definitions behind your reports.
What changes for you
Questions about performance get answered with evidence your team can follow. Leads and campaigns are judged by the customers and revenue they turned into.
The reports and models we build are tested with the people who use them and documented so your team can maintain them. When you decide what to change, the reasoning is in front of you.
The work, in practice
Finding out why people phone
Web, ordering and call-centre data joined up
Sanderson could not see what happened before a customer picked up the phone. We joined GA4 to their ordering system and call-centre data in BigQuery, keyed on user ID, which showed which pages people were on immediately before they called, and so which ones to improve first.
Read the full story →
Campaign reporting people can use
Less manual reporting
We agreed useful measures with stakeholders and built an automated campaign dashboard, so colleagues could access the figures themselves.
Read the full story →
Following campaigns through to enrolment
Cost per enrolment in view
Marketing interactions, applications and enrolments connected in a reporting dataset, helping the recruitment team understand the student journey.
Read the full story →
Product launch forecasting
EMEA and APAC optimisation
We built a custom forecasting engine in BigQuery using historical data to predict launch performance for the Google Store. EMEA and APAC teams use it to optimise stock levels and identify cross-sell opportunities.
Subscription funnel optimisation
Friction points in the renewal journey identified
BFI's subscription products were losing customers at particular lifecycle stages without it being clear where. We analysed the full funnel in BigQuery, from acquisition through engagement to renewal, so the friction points driving churn could be seen and prioritised.
Data democratisation
Self-serve analytics at scale
Monzo's data team could not keep up with every reporting request from a fast-growing company. We delivered Data Studio training and self-serve enablement, giving non-technical teams the confidence to interrogate data without compromising governance.
More client stories (4)
- Google StoreProduct launch forecastingEMEA and APAC optimisation
- BFISubscription funnel optimisationFriction points in the renewal journey identified
- EDF EnergyAnomaly detection with BigQuery MLHourly checks with Slack alerts
- MonzoData democratisationSelf-serve analytics at scale
What clients say
Measurelab have been a fantastic partner for us. Their expertise and proactive approach have helped us to unlock the full potential of our data.
Further reading
Guides and conversations from our team on reporting, measurement and modelling.
Tell us what you need to know
Tell us about the report, question or repetitive job getting in your way. A single question can be a piece of work on its own, using the data you already have where it is good enough; it does not have to start with a new platform. We don't buy or sell media or take a cut of ad spend, so the analysis isn't tied to a channel we're selling.
What happens next
- Tell us what's going on, in a message or on a call.
- We talk it through and suggest a first piece of work. That might be a scoped fix, a focused piece of analysis or a project. We suggest an audit or Framing only where it would help.
- We agree the scope, the outputs and the fee in writing before any work starts.
Prefer to talk it through? Book a 25-minute call
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