A closer look / Case study
Marketplace Analytics System
System Ownership
Review Sessions
Channels Tracked
Dashboard Audience
The question
The organisation had no structured visibility into consumer database health, campaign ROI, or product engagement. Leadership was making decisions from fragmented ad-hoc reports with no single source of truth.
What I owned
Designed and owned the complete analytics layer, regular Marketplace Reviews over 18+ months, a Meta Ads Dashboard with consistent cadence, an Instagram KPI framework, and demographic cohort analysis.
What changed
Consumer database tracked with consistent week-on-week growth across the engagement period. Dashboard became the canonical CEO decision tool used in weekly strategy sessions. Social channels showed measurable follower and engagement growth under the reporting framework.
The tradeoffs
Chose Google Sheets + Looker Studio over heavier BI tooling, lower overhead for a lean team, faster iteration cycle, but sacrificed advanced segmentation depth and automated alerting.
“The reporting process became something we actually used week to week. The dashboards tracked what we were actively trying to understand.”
The Outcome
The analytics system transformed leadership decision-making from instinct-driven to data-validated. By maintaining continuous oversight across 19 months, the data layer became the single source of truth for all marketing and engagement metrics, a direct and consistent input into CEO-level weekly strategy calls.