Marketing Analytics Stack Blueprint for 2024

Marketing organisations can no longer rely on siloed spreadsheets. A unified analytics stack gives teams truth, speed and confidence.

Capture clean data

Implement server-side tagging, consent management and first-party tracking. Instrument product analytics tools like Mixpanel or Amplitude for behavioural depth.

Warehouse and model

Store data in BigQuery, Redshift or Snowflake. Build dbt models that standardise naming conventions, deduplicate contacts and compute metrics (LTV, CAC, MER). Document everything inside a data catalogue.

Activate insights

Visualise using Looker Studio, Power BI or Tableau with role-based dashboards. Set up alerting for anomalies and pacing deviations. Push audiences to ad platforms and marketing automation tools for rapid experimentation.

Govern responsibly

Enforce access controls, data retention policies and privacy audits. Upskill teams through data literacy workshops so insights become daily habits.