Sergio AlbaBogotá, Colombia

Area 03Marketing Analytics

Beyond leads. Results.

I analyze campaigns and conversion funnels to understand what works, where opportunities are lost and what to improve.

See the demoLet’s talk about your performance

The journey adapts to each business model.

01The challenge

More leads do not always mean more sales.

A campaign can generate many contacts and few sales opportunities. I connect what the platforms show with what happens afterward to understand the difference.

02From marketing to results

One objective. Different journeys.

The path to a sale depends on your business. The analysis adapts to your stages.

  1. 01

    B2B

    Lead → MQL → SQL → Opportunity → Won

  2. 02

    Services

    Enquiry → Contact → Appointment / quote → Sale

  3. 03

    Ecommerce

    Visit → Add to cart → Purchase → Repeat purchase

These are examples. I work with your actual business stages and available data.

03What I analyze

From the campaign to the next decision.

I review what attracts contacts, how they progress and where to act.

  1. 01

    Campaign performance

    I compare spend, channels, audiences and ads to identify where performance changes.

    What works, and where?

  2. 02

    Progress toward a sale

    I follow contacts across stages to identify losses, waiting times and outcomes, as far as the data allows.

    What happens after the click?

  3. 03

    Improvement priorities

    I recommend what to review or test first, why and how to measure the result.

    What is the next step?

04Interactive example

Which campaign would you choose?

Compare two campaigns, from spend to sales opportunities. The answer can change when you see the full journey.

Interactive exampleSynthetic data · B2B example
Two campaigns · The same budget

Two campaigns. The same story?

Start with spend and leads. Then follow what happens to those people all the way to a business outcome.

What would you need to know before deciding where to invest?

Campaign ASpendUSD 10,000
Campaign BSpendUSD 10,000

Synthetic data · B2B example. These stages are an example. The funnel adapts to each business.

B2B example with synthetic data. It does not represent client results.

05Measurement quality

Before comparing, I check the data.

A campaign can appear less effective when follow-up is missing or its contacts need more time to progress.

  1. Same definitions

    I check that a lead, an opportunity and a sale mean the same thing across all sources.

  2. Same time to progress

    I compare equivalent periods and check that each group has had enough time to reach a sale.

  3. Complete data

    I identify contacts without follow-up, sales without a source campaign and measurement changes or gaps.

Without follow-up, we do not know whether a lead progressed or was lost.

06Deliverables

What you take away from the analysis.

An explanation of what is happening and priorities for what to do next.

  1. 01

    Performance diagnosis

    What changed, in which campaigns or segments and what may be contributing.

  2. 02

    Journey analysis

    Where contacts progress or drop off, how long they take and what outcomes they generate.

  3. 03

    Measurement criteria

    Documented metrics, stages and periods, along with the data that is still missing.

  4. 04

    Prioritized recommendations

    What to review or test first and how to evaluate the result.

07How we work

How we move from question to action.

We start with the decision you need to make and work with the information available.

  1. 01

    Understand your context

    What is happening, which decision the team needs to make and what information exists.

  2. 02

    Analyze and diagnose

    Review campaigns and their contacts’ journeys to identify where performance changes.

  3. 03

    Prioritize

    Rank problems and opportunities by relevance and by what we can verify.

  4. 04

    Implement

    Your team or the responsible specialists carry out the agreed actions.

  5. 05

    Measure and learn

    Review the results of the changes and define the next step.

08After the recommendation

Keep measuring after taking action.

If we continue working together, we review the results of the changes and decide on the next step.

  1. Analyze
  2. Prioritize
  3. Act
  4. Measure
  5. Learn

Your team carries out the actions. I analyze the results and help define what comes next.

09Advanced capabilities

When the question calls for a closer look.

The question and available data determine which technique adds value. Its scope is defined for each case.

  1. Experimentation and A/B testing

    Design comparisons with appropriate assignment, metrics and criteria defined in advance, when measuring the effect of interest is feasible.

  2. Marketing attribution

    Analyze how credit is distributed across observed touchpoints and how the conclusions depend on the model and its coverage.

  3. Incrementality / Conversion Lift

    Estimate the additional outcomes produced by an action through a design with suitable comparison groups.

  4. Marketing Mix Modeling

    Study relationships between spend and aggregate outcomes when there is enough history, variation and context to build and validate the model.

  5. Lifetime Value

    Analyze customer value over time using purchase, repeat business and margin data, making the assumptions behind any projection explicit.

  6. Cohort analysis

    Compare groups that started at similar times and follow their conversion, retention or value across equivalent windows.

  7. Market and audience signals

    Include search, conversation and audience signals when they add context. Their coverage and biases are documented; they do not represent the whole market on their own.

These are possible capabilities, not automatic components of every analysis.

10

AI in support of the analysis.

It helps explore data, detect patterns, summarize information and retrieve historical context.

Every finding presented is checked against verifiable evidence. Interpretation and recommendations require review.

11Scope

Analysis that works with your team.

I focus on understanding results and informing decisions. The service does not include:

  • Administering or implementing HubSpot, Salesforce or another CRM.
  • Managing marketing campaigns.
  • Setting up the sales process or replacing the sales team.
  • Guaranteeing specific results.

I analyze the information and define priorities with your team and the specialists responsible.

12Labs

Labs in this area

Tools that show this area’s method, with fictional or sample data.

13Questions we can answer

The questions behind your decisions.

  1. I connect each contact with its source campaign and sales progress to compare quality and cost per outcome.

14Let’s talk

Ready to understand what is driving results in your marketing?

Let’s talk about your situation, your data and the decisions you need to make.

Let’s talk about your performanceSee the Paid Media case