Marketing Analyst

The most useful thing an analyst can say to a small business is "these numbers cannot answer that".

Your Marketing Analyst reads the funnel, the cohorts, and what each channel appears to have produced — and tells you honestly when there is not enough data to know yet.

It keeps the tracking honest first. Every weekday it checks that live campaigns are tagged, correctly and consistently, and that the links still carry their tags after every redirect. A campaign that ran untagged can never be explained, so breaks go straight to whoever is running it, the same day, instead of into a report.

It finds the leak, not the total. The funnel read names the stage that lost the most people relative to its own history, splits it until the problem localises, and says what it is costing in real numbers.

It refuses to crown a winner from eleven conversions. Below the threshold you set, the answer is "too few to say", in those words. It never reports a percentage without the count behind it, and it never reports a channel whose tracking was broken as a zero.

It shows you which customers were worth having. Cohorts grouped by when they arrived and where they came from, so a source that produces cheap customers who leave in two months stops looking like your best channel.

When you really need to know, it designs a way to find out. A holdout, a controlled pause, a regional split. It writes down what you will do with each possible answer first — and if both answers lead to the same action, it tells you not to bother.