Business Intelligence
Custom reporting dashboards that unify data sources and surface the operational view your team needs to make decisions.
Most marketing data lives in silos.
Paid media performance in the ad platforms. Email metrics in the marketing automation tool. Pipeline attribution in the CRM. Web analytics in GA4. Every one of those views is partial - and the decisions that require a complete picture get made on whichever partial view someone happened to export most recently. Business intelligence work at Tactical Marketing connects those sources into a unified reporting layer that gives the executive team and the marketing operator the same accurate picture at the same time.
Our Approach
We build BI infrastructure around the decisions it needs to support - not around what's easy to connect or what the platform templates include.
That means scoping the data model first: which sources, which fields, at what granularity, refreshed on what cadence. Dashboard design follows data design - the layout and visualizations that surface the right answer to the right question fastest, without requiring the viewer to do analytical work the tool should be doing for them.
Discuss Business Intelligence
Connect with Phil to discuss your operational environment, what's not behaving correctly, and how Tactical Marketing approaches the repair and governance work.
Contact Us"I've had the pleasure to work with Phil for over four years. We've worked together on multiple projects helping our customers identify revenue gaps they didn't know they had. He has been instrumental in helping our organization with our go-to-market strategy along with reshaping our sales organization's winning/value-add and customer-focused sales methodology. Phil's strategy has taken clients that are on the verge to the next level to exceed the company's goals."
What We Do in Business Intelligence
Related deep dive
Dashboard & Reporting →Reports that hold up because the data underneath them does.
Or browse the full operations library.
Frequently Asked Questions
Do we need to buy a BI platform, or do you work with what we have?
We work with what you have whenever it's viable - Looker Studio, Power BI, Tableau, or the reporting layer inside your existing stack. The tool matters far less than the data model underneath it, which is where most BI projects actually fail. If you genuinely need a platform, the recommendation follows the requirement: data volume, refresh cadence, who's consuming the reports, and what you're already paying for. What we won't do is default to the most expensive option or rebuild working dashboards in a new tool to justify the engagement.
Our ad platform, CRM, and analytics numbers all disagree. How does a dashboard fix that?
It doesn't - not by itself, and a dashboard built on top of disagreeing sources just makes the disagreement prettier. The real work happens before anything is visualized: defining which source is authoritative for each metric, understanding why the numbers differ - attribution windows, deduplication rules, timezone boundaries - and documenting those definitions so every viewer reads the same number the same way. Some discrepancies are structural and get annotated; others are configuration errors and get fixed. The dashboard is the last step, not the solution.
Who maintains the dashboards after you hand them off?
That's designed in, not discovered later. Every build ships with documentation covering the data connections, transformation logic, and metric definitions - so your team can maintain, extend, and audit the reporting without reverse-engineering it. Dashboards decay when sources change and nobody knows how the pipes work; the documentation exists precisely to prevent that. Some clients keep us on for maintenance and new reporting requests, others take it fully internal. Both work, because nothing in the build depends on us remembering how it was made.
Related Services
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Attribution Modeling & Reporting
Attribution models that connect marketing activity to pipeline and revenue - single and multi-variable - plus data analysis, dashboard creation, and the visualization that makes the numbers navigable.
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Google Tag Manager
Tracking implementation that captures the events and conversions your reporting actually depends on - without creating data noise that distorts attribution.
Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.