In this third installment of the From Data to Decisions series, we shift from strategy to engineering — exploring how to build a modern data foundation that fuels consistent, trustworthy, and actionable marketing analytics. From identifying critical data sources to integrating, storing, analyzing, and visualizing your data, this post breaks down each layer of the marketing intelligence stack and provides best practices for creating a pipeline built for performance and growth.

This post guides marketers through building an objective-first analytics strategy, aligning stakeholders on KPIs, attribution, and storyboarding before development to ensure dashboards drive real business decisions.

In this kickoff to the “From Data to Decisions” series, we explore why modern marketing success hinges not on data access, but on building an intelligence engine that turns data into action. This post outlines the shift from reactive reporting to proactive business intelligence and introduces the foundational capabilities every marketing analytics system needs to drive confident, real-time decision-making.

Optimize lead generation with a BI platform that integrates data, visualizes insights, and enables real-time adjustments for better media performance and ROI.