The Marketing Management Practice

Endgame Analytics approaches marketing management as a closed-loop system, consisting of four interdependent layers, each of which answers a primary question (PQ).

1. Measurement Architecture

PQ: “What exactly are we measuring, and why?”

Before optimization can occur, measurement must be correctly defined.

Key activities include:

• Defining primary and secondary KPIs aligned to revenue and growth objectives

• Establishing event tracking and conversion logic within GA4

• Ensuring consistency in naming conventions, attribution logic, and reporting periods

  
  

2. Data Integration & Reporting

PQ: “What is happening right now across our marketing system?”

Once metrics are defined, data must be aggregated and presented in a way that supports decision-making.

This includes:

• Connecting GA4, advertising platforms, and other data sources to Looker Studio

• Designing executive-level dashboards focused on outcomes, not vanity metrics

• Automating recurring reports to reduce manual analysis and reporting friction

 3. Performance Diagnosis

PQ: “What is driving performance (and what is holding it back)?”

With clean reporting in place, analysis can move beyond observation into diagnosis.

Typical analytical outputs include:

• Channel-level ROI and efficiency analysis

• Funnel performance and drop-off identification

• Content and landing page performance comparisons

• Trend analysis across time, segments, and campaigns

   

4. Strategic Prioritization & Action

PQ: “What should we do next, and why does it matter?”

Insights are only valuable if they lead to action. Endgame Analytics emphasizes translating analysis into prioritized recommendations.

This may include:

• Reallocating spend across channels based on marginal returns

• Identifying CRO opportunities based on funnel bottlenecks

• Informing content strategy using engagement and conversion data

• Supporting experimentation roadmaps and testing plans

Expected Outcomes

Clients engaging in Marketing Management services can expect:

• Clear visibility into marketing performance tied to revenue outcomes

• Reduced reporting overhead and improved decision velocity

• Better capital allocation across marketing channels

• A repeatable framework for evaluating marketing initiatives over time

Rather than reacting to surface-level metrics, leadership teams gain a structured system for managing growth.

Any questions? Email me directly: mike@endgameanalytics.com