Kaelo Digital Marketing · Service
Analytics & Performance
Measurement that survives an audit — and a sceptical finance director.
At a glance
What it is
“A marketing operation works when one revenue number is canonical and every team agrees on it. Most clients we meet have three dashboards that disagree, and the disagreement is the actual problem.”
A Kaelo Digital Marketing principal
What’s included
Four areas of scopeMeasurement architecture
Tagging, server-side tracking, pixel hygiene, consent management. Documented, reviewed, defensible.
Dashboards
One executive dashboard, one operating dashboard, one investigation dashboard. Built once, used every week.
Attribution & lift testing
Statistically meaningful tests, run on a documented cadence, with results pulled into the operating review.
CRO discipline
Hypothesis-first experimentation, with a backlog the brand’s team owns and the agency advises on.
How the work runs
Measurement-architecture diagnostic
Three-to-four-week review of the existing tagging, server-side tracking, pixel hygiene, consent management, attribution model and dashboarding. Output: a written gap analysis and a recommended architecture.
Build & integration
Tagging rebuilt or extended, server-side endpoints stood up, consent layer compliant with the jurisdictions the business operates in, identity stitching where the operating model needs it.
One canonical revenue number
The single number that finance, marketing, growth and operations all agree on. Defended in writing; signed off by the finance lead before deployment.
Operating cadence built in
The dashboard is the dashboard the operating team uses every week. We do not deliver dashboards no one opens. The cadence is reviewed quarterly.
When to come to us
- 01 Your finance team has stopped trusting the revenue numbers each marketing channel reports.
- 02 You are preparing for a post-cookie environment (iOS, GDPR, CCPA, KSA PDPL) and the current attribution model will not survive the transition.
- 03 You operate multiple brands or channels and the lack of a canonical revenue number is producing inter-team disagreement on a quarterly basis.
- 04 You are running an experimentation programme without statistical rigour and want the architecture rebuilt so the experiments actually inform decisions.
What we do not do
- We do not build dashboards no one will look at. The dashboard list is set against the operating cadence first.
- We do not use vanity metrics — impressions, reach, engagement — as primary KPIs. They are noise inputs, not outcomes.
- We do not lock measurement architecture into proprietary tooling. The build is the client’s, on stacks the in-house team can operate.
- We do not skip consent compliance. Every consent layer we deploy is built to the regulation of the strictest jurisdiction the business operates in.
Reset the canonical revenue number for a consumer group — one number, every team, every report.
Server-side tracking, deduplication rules, and a documented data-quality cadence. The finance team approved the number; the marketing team operates on it.
Statistically rigorous lift-testing programme for a consumer brand — finance, growth and brand on one number.
Geo-split lift tests run quarterly with documented statistical methodology. Marketing spend stopped being argued about; the operating review became a forty-minute decision meeting rather than a two-hour disagreement.
Common questions
