Marketing Analytics Dashboard Case Study

NMK Infotech

Decision-focused analytics and dashboard consulting

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NMK Infotech

Decision-focused analytics and dashboard consulting

NMK Infotech

Decision-focused analytics and dashboard consulting

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Marketing Analytics

Case Study

Marketing Analytics, Attribution & Budget Optimization

Built an end-to-end analytics framework to measure channel performance, validate attribution, and optimize budget allocation across marketing channels.

🏪

Industry

eCommerce / D2C

📅

Engagement

10 Months

🛠

Platform

Windsor, Snowflake, Tableau

🎯

Focus

Attribution & Budget Analytics

The challenge

The business was investing across multiple marketing channels but lacked clarity on true performance, attribution accuracy, and budget efficiency, making it difficult to scale the right channels.

✓

Confusion between Attributed vs Last-touch revenue

✓

No clear visibility into channel-level performance vs targets

✓

Inefficient budget allocation across campaigns

✓

Lack of forecasting for traffic and revenue planning

✓

Fragmented reporting across platforms and teams

What this meant for the business

📉

Marketing spend was being wasted on underperforming channels

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High-performing channels lacked sufficient budget to scale

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Revenue attribution was unclear, causing poor investment decisions

🧩

Teams relied on fragmented reports with delayed insights

📊

Growth planning was reactive due to no traffic/revenue forecasting

Our approach

Unified Channel Visibility

Brought Paid Search, Social, Email, Affiliate, and Organic into a single view to compare performance consistently across channels.

Attribution Clarity

Rebuilt attribution using Attributed vs Last-touch models to expose true channel contribution and eliminate misleading performance signals.

Budget Decision Framework

Developed a structured approach to identify which channels to scale, reduce, or rebalance based on ROI, conversions, and efficiency.

Forecasting & Planning Layer

Introduced traffic and revenue forecasting to support forward-looking budget planning instead of reactive decision-making.

Key outcomes

🔄

Attribution clarity

Revealed significant gaps between attributed and last-touch revenue, exposing true channel contribution

📈

Unified performance visibility

Eliminated fragmented reporting by bringing 6+ marketing channels into a single, consistent view

💰

Smarter budget allocation

Identified high-impact opportunities to scale, reduce, and rebalance spend based on performance and ROI

🏷

Shift to proactive planning

Enabled forecasting-driven decision-making instead of reactive campaign optimization

What the client said

NMK Infotech strengthened our analytics setup by integrating complex data into clear, actionable dashboards used daily by our marketing teams.

Their forecasting capabilities improved our ability to predict trends and make better decisions.
Highly reliable and recommended.

NMK Infotech strengthened our analytics setup by integrating complex data into clear, actionable dashboards used daily by our marketing teams.

Their forecasting capabilities improved our ability to predict trends and make better decisions.
Highly reliable and recommended.

Managing Director

D2C Sportswear Brand

Tech stack used

Snowflake

Tableau

Google Analytics 4

GA4

Meta Ads API

Python

SQL

Facing similar challenges?

Let's solve it.

Facing similar challenges?

Let's solve it.

Facing similar challenges?

Let's solve it.

Let's discuss your use case and build clarity around what matters.

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