How a unified attribution infrastructure and weekly optimization cadence shifted a national omnichannel retailer from vendor-reported silos to data-driven performance marketing.
Client Profile
National Omnichannel Tire Retailer
1,000+ Locations & DTC E-commerce
Engagement Focus
Measurement & Attribution Redesign
Multi-Phase Execution (2022–2024)
A multi-phase engagement to assess, redesign, and activate a national retailer's digital marketing performance infrastructure across multiple business units and properties.
I led the design and build of a unified Adobe Analytics dashboard, established a rigorous weekly optimization cadence, and deployed multi-touch attribution (MTA) to connect digital media investment directly to web revenue and in-store appointments across search, display, OTT, paid social, affiliate, and email.
The retailer had strong digital investment, but no unified view of performance. Vendors were self-reporting, teams optimized in silos, and no one could connect digital media spend to actual web revenue or in-store appointments.
Vendor-Reported Silos
Data-Driven Performance
The forecast tracker didn't just show performance—it created the permission structure for mid-quarter budget reallocation. This is a conceptual view of the ecosystem we deployed.
Connecting digital spend to web and in-store outcomes.
Establishing an independent single source of truth.
De-duplicated attribution mapping directly to online tire purchases.
Tracking digital touchpoints to physical location service bookings.
Shifting from retrospective reporting to proactive optimization.
Week 1-3
Media runs unadjusted. Waste compounds silently.
Week 4
Vendors compile retrospective reports.
Month-End Review
Insights arrive too late to impact the current quarter.
Monday 9:00 AM
Independent Data Pull
Tuesday 1:00 PM
Cross-Functional Optimization Meeting
Wednesday
Budget Reallocated to Winning Channels
Dashboards are decision engines, not reporting artifacts.
By relying on the unified independent data rather than siloed vendor reports, we identified severe inefficiencies in broad Display targeting midway through the year.
Because of the weekly cadence, we didn't wait for annual planning to fix it. We executed an immediate geo-targeting refinement and budget shift.
Why performance marketing at scale requires measurement infrastructure as the foundation, not the capstone.
No one wins on monthly vendor-reported numbers. With the unified infrastructure, optimization decisions were made weekly from independent data. Small adjustments made in real time prevented the drift that shows up as missed annual targets.
Building the architecture was the easy part. The harder work was shifting the culture from 'our vendor says we're up' to 'our independent data shows what actually happened.' The weekly cadence meeting was the ritual that sustained the shift — making accountability structural, not aspirational.
When display CPO dropped 47.7% after geo-targeting refinement, the budget moved faster than the next annual planning cycle. That's the functional difference between a reporting dashboard and a decision engine.