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
How do you identify what's actually broken versus what just looks broken?
We audit systematically - program logic, trigger conditions, data sync behavior, and the integration layer - rather than reacting to surface symptoms. Most environments have failures that aren't visible in the platform UI at all.
How long does an audit or repair engagement typically take?
A thorough audit runs 2–3 weeks. A structured repair or rebuild depends on the depth of the technical debt - most range from 4–10 weeks. We scope each engagement after the initial audit so you know what you're committing to.
Do you provide ongoing management after the repair work is done?
Often, yes. Many clients transition into a managed services arrangement where Tactical Marketing handles ongoing administration, governance, and platform maintenance. Others prefer to hand back to an internal team - in which case we document everything and run a formal knowledge transfer.
Related Services
Deliver.
Act-On Data Studio
Advanced reporting and visualization inside Act-On - translating platform data into the view that reflects actual program performance.
Deliver.
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.
Deliver.
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.