Performance marketing dashboard: turning campaigns into defendable revenue

Challenge

The organization relied on digital channels for roughly 80% of revenue but was unable to translate campaign activity into measurable sales. Data was fragmented, Marketing and Sales did not share a single customer view, and conversion dropped sharply at the sales-closure stage, so investment decisions were driven by intuition and were difficult to defend. Long sales cycles further complicated any attempt to link clicks to revenue and optimize programmatically.

Approach‍

LTPlabs implemented a compact, action-oriented program that put commercial KPIs at the center of measurement.

The work combined a performance-marketing dashboard that linked Google and Meta campaign metrics to CRM outcomes, advanced tagging and CRM activation so click-level signals fed a single source of truth, predictive lifetime-value models to forecast lead value and prioritize action, and a program of causal testing (A/B, geo-lift, MMM) and governance to ensure changes were validated and repeatable.

Results

‍The initiative produced rapid, measurable impact:

• Immediate 23% reduction in wasteful spend after identifying budget-draining campaigns.
• ‍Sales increased by 6%, while marketing spend fell by 2.3%, improving top-line efficiency in the short term.
• The digital marketing team reclaimed about 1 hour 30 minutes per day previously spent on manual campaign analysis.
• Multi-touch attribution and offline tracking revealed hidden value, enabling a reallocation of roughly 7% of sales across channels and a truer pictureof reality.
• Activating predictive LTV in media and CRM delivered up to a 35% increase in return on ad spend from data-driven algorithms.

Why this worked‍

The program succeeded because it created one source of truth in the CRM, built models and reports around the decisions the business needed to take, and required causal evidence before reallocating budget. That combination turned fragmented reports into a reliable growth engine that improved conversion at the point of sale and made marketing investment defensible and repeatable.

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