Marketing Data Initiative
Business Unit
Status
Project Dates
Nov 24, 2020
Deadline
Driver
Approver
Consulted
Informed
Priority
Mural
Events (DB)
Marketing Campaigns
Meetings
Master Project
Related to Action Items (Projects (DB))
Completed
Goal
Progress
Last Edited Time
Nov 23, 2020
Created by
Tentative Timeline
Action items and sub-projects will be attached. This timeline will serve in place of a Gantt chart
11.18.20 - Send Mike K Project Outline and Google Sheet link below
11.19 - Add KPI definitions to New notion DB
11.19 - Finalize marketing stack
11.20 - Connect integrations
11.22 - Create dashboard designs
11.23 - Frank create dashboards/Joe complete marketing campaign db with full campaign analytics. Incorporate analytic top levels to dashboards.
11.24 - Create plan to connect live business data from other business units
12.2 -Review success of marketing data & user KPIs/Decide on cross-channel data needs and business logic for dashboards
12.9 - Decide on scope of remaining data analytic needs.
12.31 - Have all projects completed.
Notes
Overview
Problem statement
There has been a problem gathering all relevant data into one canonical source. Reasons include:
- Analytics was/is not fully setup with a list matching "goals & conversions" to user readable information.
- No list of definitions to align meaning throughout team
- Marketing setup does not connect SaaS tools to web data or business logic.
Proposed work
The work involved will include defining terms, choosing KPIs, assessing sources of data, creating feeds & dashboards, integrating new marketing solutions.
Dependencies & risks
Stakeholders
Primary driver of the project will be 
will be assisting in metabase queries and dashboard design.
will assist in engineering needs for integrations.
& will be approver of completed work
Risks
This is a low-risk project
- disrupting current data feeds while updating systems
- Over-time due to complexities in data feeds and regulatory concerns
Dependencies
What are the dependencies? Include both internal (other teams) and external (partners).
- The project will be dependent on Frank & Octavio timely execution of needs.
- Possibility of unforeseen hold-ups cause by time to sync of integrations.
- Large dependency on current project to resegment and group entire user list and update email systems to use user attribution, cross-channel tracking, email automation and other needed marketing tools.
Success criteria
The criteria that must be met to consider this project a success.
- Approval from Kyle & Kevin
- Team alignment on definitions/KPIs
- No engineering or specialized talent needed to query primary KPI data