Real-time ad performance by market and channel, so the marketing team optimized spend on launch day, not in the next monthly report.

A national ecommerce-native grocery retailer investing significant paid media behind each new store launch as they expanded into new metro markets. Marketing leadership needed to know what was actually driving awareness and foot traffic, not just what they were spending.

They were putting real money into multi-channel campaigns (digital, out of home, and more) tied to new store rollouts, but the connection between spend and store performance was unclear. They had the spend data and they had the sales numbers, but nothing tied them together by market or channel. Which creative was working in Phoenix and falling flat in Denver? Was out-of-home pulling its weight against digital? Was a market saturating, or just slow to respond? Nobody on the marketing team could answer those questions with anything more rigorous than instinct.

Every post-mortem happened weeks after a campaign wrapped, which meant the learnings came too late to change the current quarter's decisions. New market launches were running on the previous market's playbook regardless of whether that playbook had actually worked. The marketing leader couldn't walk into the next operating review with a defensible answer to 'where did our last $5M of media spend go and what did it produce.'

The Blueprint opened with one week of platform audit: every ad account setup, every attribution window, every campaign tagging convention. Half of them turned out to be inconsistent with the rest. The other two weeks went to scoping the model with marketing and finance together, since the answer to 'did this market launch work' lives at the intersection of both teams' definitions.

Through the four-month Build, we paired with the in-house performance marketing analyst, who became the day-two owner of the system. Twice-weekly working sessions on the model, weekly review with marketing leadership, monthly steering with finance to keep the attribution definitions consistent with how the CFO talks about marketing investment.

Knowledge transfer was less about training and more about pairing. The performance marketing analyst was committing dashboard changes by month two, and by month four she was running the marketing analytics review herself. We delivered runbooks for the pipelines and a decision framework for when to retune the attribution windows, but the day-to-day operation was on her team from the start.

• Live ad performance visibility across 12+ markets during expansion
• Marketing team shifted from post-campaign analysis to in-flight decisions
• Spend reallocation between channels drove an estimated 20 to 25% improvement in overall media efficiency
• New market launches had a feedback loop instead of flying blind
• Channel mix decisions got made with data instead of gut