Unified Marketing Plan vs. Actual Reporting

The challenge

The organisation managed three brands through disconnected planning spreadsheets, analytics environments, advertising platforms, and e-commerce datasets. Each source used different structures and identifiers, making it difficult to compare planned marketing activity with actual campaign performance.

My role

Business analysis, delivery coordination, data modelling, migration design, and business intelligence reporting.

Delivery approach

1. 1Defined the campaign-level management question and the source systems required to answer it.
2. 2Standardised analytics, advertising, order, and transaction data into shared reporting structures while preserving brand as a core analytical dimension.
3. 3Migrated the existing marketing plan from a spreadsheet-oriented format into a structured, maintainable source.
4. 4Introduced brand-aware and composite identifiers where local source keys were not globally unique.
5. 5Created controlled mapping logic for campaign names, channels, campaign types, and reporting periods.
6. 6Iteratively validated the data model and reframed the solution from generic period comparison to a true Plan vs. Actual reporting model.

Business value

• Established a common reporting foundation across three brands
• Connected planned activity with spend, traffic, conversions, transactions, and revenue
• Enabled campaign-level analysis across multiple marketing channels
• Reduced manual consolidation and exposed previously hidden data-quality issues
• Created a stronger foundation for reporting governance and future automation