Analytics
Analytics is the function that tells you, in plain language, what your marketing did and what it produced. It starts with the data already in your CRM and channels, reports each week on what ran, what changed and what comes next, describes attribution honestly with its limits, and ends with recommendations raised in your portal for a decision.
01
What the function does
Analytics starts with the numbers your systems already hold. Each week it reads pipeline data from your CRM and results from each channel, reconciles them against the campaigns and workflows that ran, and writes a summary in plain language: what ran, what changed and what comes next. The summary is written for the person who owns the budget, not for an analyst. The records behind each figure are kept with the report, so a question about a number is answered by opening them rather than by taking the summary on trust.
Attribution is described honestly. Where a lead can be traced to a campaign, the report says so. Where it cannot, the report says that too, rather than assigning credit by rule and presenting it as fact. Pipeline is reported by stage, by source and by owner, and the same definitions are used week after week, so that a change in the numbers means a change in the business and not a change in the counting.
When the data shows something worth acting on, analytics raises a recommendation in your portal with the evidence attached and a proposed next step. Your team decides; the other functions carry out what is approved. Analytics does not set direction on its own. Its job is to make sure that every decision about marketing spend and effort is made with the current numbers in view.
02
What is automated
These are defined marketing processes: each has a fixed input, a fixed output and a rule for what happens next. They run on a schedule and never wait for someone to remember them.
01
Data collection
Pipeline records from your CRM and results from each connected channel are pulled on a fixed schedule, checked for gaps and stored against the campaign or workflow they belong to. A missing feed is flagged the same day.
02
One set of definitions
Stages, sources and campaign names are mapped to the definitions agreed in setup, so every report counts the same way. A record that does not fit is held in an exceptions list rather than counted.
03
Weekly summary drafting
Each week the summary is drafted from the reconciled data: what ran, what changed against the prior week and what is scheduled next. The draft goes to a person before it reaches you.
04
Pipeline and campaign reports
Pipeline by stage, source and owner, and campaign results by channel, are rebuilt on schedule from the same definitions, so this week’s report can be read against last week’s without adjustment.
05
Change detection
Movements beyond the range agreed in setup are flagged with the records behind them. A flag opens a review for a person; it never changes a campaign or a budget on its own.
06
Portal delivery
Reports, flags and recommendations are filed in your portal under the campaign or function they belong to, with the records behind each figure kept alongside. The weekly summary also goes out by email.
03
What is supervised by the Aryeh Algorithms team
Judgment stays with people. Our team owns this function for your account, and these are the points where a person reads, decides or pauses the work.
01
Summary review
A person reads every weekly summary before it is sent, checks the figures against the source records and rewrites anything that could be read two ways. Nothing goes out on the draft alone.
02
Attribution judgment
Where the origin of a lead is unclear, a person decides how it is described. The report separates what is known from what is inferred, and it never presents a guess as a measured result.
03
Recommendations
Automation flags a change; a person decides whether it matters, writes the recommendation with the evidence and the proposed step, and raises it in your portal for your decision.
04
Definition changes
When your team renames a stage, adds a source or restructures a campaign, a person updates the definitions and notes the change in the next summary, so that comparisons across weeks stay honest.
05
Questions about a number
When you ask why a figure moved, a person answers in the portal thread with the records behind it and what they show, rather than sending the same report again without an explanation.
I read the weekly summary before it goes out, and I read it as a client would. If a number needs a paragraph of explanation, the paragraph goes in. If attribution is a guess, the summary says it is a guess. That is the standard, and I hold the function to it.
04
What you receive
Each artifact appears in your portal as it is produced, under the task or approval it belongs to. The weekly summary also arrives by email.
| Artifact | Cadence |
|---|---|
| Weekly summaryWhat ran, what changed and what comes next, in plain language, with the records behind each figure kept with the report. | Weekly |
| Pipeline reportOpportunities by stage, source and owner, with movement since the prior report and the records behind each change. | Weekly |
| Campaign reportResults by channel for each campaign that ran, read against its brief and against the campaign before it. | Per campaign, and weekly while it runs |
| Attribution notesWhich leads are traced to a campaign, which are inferred and which are unknown, with the reasoning written out. | Monthly |
| Change flagsMovements outside the agreed range, with the records behind them and the review each one opened. | As they happen |
| RecommendationsA proposed change with the evidence behind it, the step it would involve and the decision it needs from you. | As the data warrants |
05
How it integrates with your team and stack
Analytics reads from the systems you already run and copies nothing into a second system of record. Pipeline comes from your CRM, results from your ad accounts, your email platform and your website analytics. Definitions are agreed with your team once and kept in the portal, where anyone can check how a figure is counted. Your team keeps its own dashboards; the weekly summary is written for the people who do not open them.
For your sales team, analytics is the shared view of pipeline. Reports show which sources produced the opportunities that are moving and which stalled, and the sales team sends back the outcomes, the reasons a deal was lost and the leads that were sourced to the wrong campaign, so that the next report reflects what the sales team knows.
What it connects to
- Your CRM
- Opportunities, stages and owners are read in place. Your CRM stays the system of record for pipeline; analytics reads it and never rewrites a deal.
- Ad accounts and email platform
- Campaign results are read from each channel on schedule and matched to the campaign record they belong to.
- Website analytics
- Traffic and form submissions are read from the analytics tool you already have, so the source of a lead can be traced from the first visit.
- Team messaging
- The weekly summary and any change flag can be posted to the channel your leadership already reads.
07
Questions about analytics
In reporting, the collection and the arithmetic. Automation pulls pipeline and channel data on schedule, maps it to one set of definitions, rebuilds the pipeline and campaign reports, drafts the weekly summary and flags movements outside an agreed range. The same holds across the department: defined processes with a fixed input and output run on their own. What stays with people is the reading of the numbers, the attribution calls and the recommendation.
By saying what is known. Where a lead is traced to a campaign through a form, a link or a CRM record, the report states it. Where the origin is inferred, the report says it is inferred and why. Where it is unknown, it is counted as unknown rather than credited to the last thing that touched it. The monthly attribution notes write out the reasoning so your team can question it.
No. The weekly summary is written in plain language for the person who owns the budget: what ran, what changed and what comes next. The records behind each figure are kept with the report for anyone who wants the detail. Your team keeps whatever dashboards it already uses; analytics does not replace them, it writes the summary they do not.
Talk through what your weekly summary should say
Tell us where your pipeline and campaign data lives today and who needs to read the numbers. We will come back with how the analytics function would report for you, what runs on its own and what a person reviews.