Case Study · Professional Services
Professional Services Firm Rebuilds Marketing Analytics from the Ground Up
From broken integrations and untrusted dashboards to a clean, reliable performance engine tracking spend, leads, and case outcomes.
20+ failing data streams, 25+ redundant fusions, and dashboard discrepancies across all channels — the audit starting point.
About the Client
High-volume firm. Broken platform. Zero trust in the data.
A high-volume professional services firm with marketing spend across paid digital, offline media, and multiple CRM systems. With no unified view of performance and a critically broken MCI workspace, they engaged Decision Foundry to restore data integrity and build a reliable analytics foundation on Salesforce Marketing Cloud Intelligence.
Data Sources
The Challenge
Fragmented data. Broken integrations. No unified view.
The client’s MCI workspace had critical data integrity issues — broken integrations, inflated complexity, and dashboards that could not be trusted by marketing or leadership.
- 20+ CRM data streams failing due to authentication errors and column misalignment
- 25+ redundant data fusions degrading platform performance
- Historical data gaps across all major paid media channels
- Dashboard discrepancies from unharmonised fields and incorrect filters
- No attribution linking media spend to case intake or lead outcomes
- Offline and TV spend showing inaccurate figures in executive reports
- Call tracking and chat metrics unmapped; local listings credentials expired
Data Integration · Delivery
12 sources. One clean, stable data foundation.
A platform rebuild that stabilised every failing stream, removed redundant fusions, and restored historical context across the full marketing ecosystem.
CRM Data Streams Stabilised
Resolved authentication failures and ingestion errors across all 20+ CRM data streams — eliminating the silent data loss that had been degrading reporting accuracy.
Platform Re-Architecture
Re-architected stream mappings to a common data model, eliminating 25+ redundant data fusions and dramatically improving platform speed and maintainability.
12 Sources Connected
Connected CRM, paid media, web analytics, call tracking, chat, local listings, and offline spend into one unified workspace.
Historical Data Backfilled
Restored historical paid media data across all channels — closing the gaps that had made trend analysis impossible.
Duplicate Ingestion Eliminated
Identified and removed duplicate campaign ingestion between overlapping ad platform connectors, ensuring clean and accurate data at source.
12 sources re-mapped to a clean common data model — eliminating redundant fusions and restoring data integrity.
Measurement & Dashboards · Delivery
Full-funnel measurement. Two production dashboards.
With clean data in place, we rebuilt the measurement layer so marketing and leadership could finally see how spend connects to outcomes — in one consistent view.
Full-Funnel Measurement Framework
Built tracking across the full client journey — spend, leads, case intake, and negotiated outcomes — for the first time on one platform.
Case Segmentation
Designed case segmentation across high-value, prospect, referral, rejected, and settled case types — enabling meaningful performance comparison.
Online vs Offline Attribution
Introduced attribution enabling direct cost comparison across digital and traditional media channels in a single view.
Dashboard Rebuild
Rebuilt all dashboards from scratch — eliminating discrepancies and replacing unclassified values with accurate, validated data.
2 Production Dashboards
Case Performance and Media Performance dashboards delivered — accurate, consistent, and built for daily use by marketing and leadership.
Two production dashboards — full-funnel case performance and online-vs-offline media attribution, rebuilt from scratch.
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The Impact
From broken to best-in-class.
50
Data Streams Live
The full marketing ecosystem — CRM, paid, web, calls, chat, and offline — unified in one workspace for the first time.
25+
Data Fusions Eliminated
Platform re-architected around a shared data model — faster dashboards, simpler maintenance, no redundancy.
2
Production Dashboards
Case Performance and Media Performance — accurate, consistent, and built for daily use.
30+
Custom KPIs Built
Cost per lead, close rate, call quality, and case outcomes — all measured and filterable.
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Ready to trust your marketing data again?
Book a 30-minute call with our team to walk through your MCI workspace, identify the integrity issues, and map a path to a rebuilt analytics foundation.