Business Growth through Marketing Analytics

B2B and direct-to-consumer businesses suffer from the same martech challenges. We deliver strategic marketing analytics consulting services that start with a solid data foundation. Performance comes from action plans based on data and grounded in reality.

Benefit from Marketing Analytics Consulting insights

Expert technologists and data architects are required to transform data into your competitive advantage.

Recent marketing analytics projects completed for our B2B and DTC clients

Multi-Touch Attribution Study & Marketing Mix Model

Datasets from Mixpanel, Appsflyer, Google Ads, Apple Ads, Bing Ads, and Facebook Ads had already been brought together by an expert data group within our client organization. We extended the busy team and built out a Streamlit app in Python that could be deployed to study multi-touch attribution and act as a marketing mix model (MMM).

Meta Attribution Analysis with Posthog & Ad Platform Data

Our client needed to better understand the contribution that Facebook and Instagram were making to converting new customers. Without any universal identifiers, direct attribution of views to conversions is not possible. We were, however, able to make a strong case for the strength of causality between ad metrics to both conversions and Google organic searches. This data can be re-pulled any time as needed.

Semrush API for Deep Locale-Based Targeting Analysis

Our client spends a significant amount in PPC, and focuses heavily on content optimization for organic search. There is also a need to understand growth area potential as they are a growing multi-location business. The Semrush API is able to provide details to assist with all of these analyses, including handling position tracking for hundreds of locales without a need to configure anything by hand.

Email Marketing Campaign Analysis

Over time, email as a channel was losing value. Campaigns were analyzed for opportunities, and several were identified that could be acted upon near-immediately. In addition, advanced segmentation recommendations allowed for testing time to be better spent on optimizing for their lists as opposed to broad strokes of copy/creative testing.

Lead Quality Automation

We don't only toss bad lead data aside. We learn from the platforms that send this bad traffic to us in the first place. This enables channel quality metrics that can be used to influence spend ratios based on lead quality potential.

US Consumer Dataset Matching

In this case, our client was on Snowflake, where they had access to a number of strong US consumer datasets. By loading specific sets of customer information securely into Snowflake, appended and enhanced data becomes available. The exercise was for segmentation purposes in order to target unknown consumers who are similar to their known best consumers.

Our Approach

We excel in delivering tailored solutions for specific challenges. Our tech and platform agnostic approach leverages broad expertise across marketing and ad tech systems, ensuring optimal outcomes. As professional communicators, we prioritize keeping you informed and engaged, adapting to your preferred channels for seamless collaboration.

Serious about scoping

We take scoping seriously. We're analysts at heart and place emphasis on minimizing unexpected problems and delays.

Tech & platform agnostic

Full-stack means we stay up-to-date! We bring consultative experts to each project. They seek out advanced certifications and training, knowledge passed on to your team and clients.

Professional communicators

Have tools? We’ll use them. Otherwise, we bring our own. You’ll always be up to date, and you choose the communication channel(s).

Recent Work

We’ve been busy implementing advanced digital solutions. Recent work included Facebook CAPI via GTM & Tealium, as well as hands-on CDP updates in Hightouch. Our expertise goes way back, and continued right through GA4 transitions ensuring data strategies are future-proof. Lately, Consent Mode and integrations with OneTrust and Didomi have been top of mind.

Facebook CAPI via GTM & Tealium

GA4 Overhaul

Universal Analytics Export

Simple Pricing

$ 345

Full-service from engineers & strategists*
Documented steps to take / steps taken
No commitments - nothing to cancel

What's included?

Alignment – time and space to ensure we’re all on the same page (book now)
Plan – documentation of what is needed, what will change, what is expected after changes are in place
Execution – hands-on assistance and guidance in deploying and monitoring

How does it work?

We align on the scope (book now)- what is the ideal quick fix? What systems need to be observed/accessed for us to help? How will any necessary changes be rolled out?
We create the change proposal – what needs to be changed in order to complete the quick assist?
Changes are implemented as specified when system access is granted.

When will we see results?

ZappyPeople is set up to deliver against quick fixes on the same day they are requested.
Example: Google Tag Manager updates can often be observed on the same day a quick assist is requested within the GTM Tag Assistant
Example: Facebook pixel updates can often be observed next day, when data in the Events Manager in the Meta Business Suite is updated after midnight Pacific

Demands for tight integration and advanced analytics are only increasing. The best performance marketing teams have technicians ready to configure and maintain systems.

Todd Belcher

Consulting Partner, ZappyPeople

Quotes from our clients:

"very knowledgeable, professional and easy to work with... would definitely recommend"

"Accurately tracked all KPIs as asked, built useful dashboards, notebooks, and supplied necessary documentation. Project management was thorough with great attention to detail. They were patient with us, and prompt in replying to our requests and questions."

"response time has been excellent, process has been well-thought out and considerate of our clients"

"impressive knowledge and actionable recommendations to leverage data with a wide range of organizations"