Professional Services · Salesforce MCI · Data Optimisation

Professional Services Firm Rebuilds Marketing Analytics
from the Ground Up

From broken integrations and untrusted dashboards to a clean, reliable performance engine tracking spend, leads, and case outcomes.

IndustryProfessional Services
Sources12 systems connected
PlatformSalesforce MCI (Datorama)

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About the Client

High-volume firm. Broken platform. Zero trust in the data.

A high-volume professional services firm with marketing spend across paid digital, offline media, and multiple CRM systems. With no unified view of performance and a critically broken MCI workspace, they engaged Decision Foundry to restore data integrity and build a reliable analytics foundation on Salesforce Marketing Cloud Intelligence.

Data Sources

Salesforce Marketing Cloud (SFMC)Google AdsFacebook AdsTikTok AdsYouTube Ads & AnalyticsGoogle AnalyticsGoogle LSAGoogle My BusinessCallRailChat AnalyticsOffline Media SpendClassification Rules
The Challenge

Fragmented data. Broken integrations. No unified view.

The client's MCI workspace had critical data integrity issues — broken integrations, inflated complexity, and dashboards that could not be trusted by marketing or leadership.

Broken MCI Platform with Stream Errors

20+ failing data streams, 25+ redundant fusions, and dashboard discrepancies across all channels — the audit starting point

What Was Delivered — Data Integration

12 sources. One clean, stable data foundation.

CRM Data Streams Stabilised

Resolved authentication failures and ingestion errors across all 20+ CRM data streams — eliminating the silent data loss that had been degrading reporting accuracy.

Platform Re-Architecture

Re-architected stream mappings to a common data model, eliminating 25+ redundant data fusions and dramatically improving platform speed and maintainability.

12 Sources Connected

Connected CRM, paid media, web analytics, call tracking, chat, local listings, and offline spend into one unified workspace.

Historical Data Backfilled

Restored historical paid media data across all channels — closing the gaps that had made trend analysis impossible.

Duplicate Ingestion Eliminated

Identified and removed duplicate campaign ingestion between overlapping ad platform connectors, ensuring clean and accurate data at source.

Re-Architected Data Pipeline

12 sources re-mapped to a clean common data model — eliminating redundant fusions and restoring data integrity

What Was Delivered — Measurement & Dashboards

Full-funnel measurement. Two production dashboards.

Full-Funnel Measurement Framework

Built tracking across the full client journey — spend, leads, case intake, and negotiated outcomes — for the first time on one platform.

Case Segmentation

Designed case segmentation across high-value, prospect, referral, rejected, and settled case types — enabling meaningful performance comparison.

Online vs Offline Attribution

Introduced attribution enabling direct cost comparison across digital and traditional media channels in a single view.

Dashboard Rebuild

Rebuilt all dashboards from scratch — eliminating discrepancies and replacing unclassified values with accurate, validated data.

2 Production Dashboards

Case Performance and Media Performance dashboards delivered — accurate, consistent, and built for daily use by marketing and leadership.

Case and Media Performance Dashboards

Two production dashboards — full-funnel case performance and online-vs-offline media attribution — rebuilt from scratch

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The Impact

From broken to best-in-class.

50
Data Streams Live
The full marketing ecosystem — CRM, paid, web, calls, chat, and offline — unified in one workspace for the first time.
25+
Data Fusions Eliminated
Platform re-architected around a shared data model — faster dashboards, simpler maintenance, no redundancy.
2
Production Dashboards
Case Performance and Media Performance — accurate, consistent, and built for daily use.
30+
Custom KPIs Built
Cost per lead, close rate, call quality, and case outcomes — all measured and filterable.
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Ready to trust your marketing data again?

Book a 30-minute call with Anoop Nagendra, President of Decision Foundry, to discuss your platform.

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