⁄Marketing AnalyticsTurn marketing data into decisions that grow revenue
Most marketing teams are drowning in dashboards but starving for insight. We build the measurement foundations, reporting systems, and predictive models that connect your marketing activity to business outcomes.
What is marketing analytics?
Marketing analytics is the practice of measuring, modelling, and interpreting marketing data to connect marketing activity to business outcomes. It combines data collection (analytics platforms, CRM, ad tech), measurement design (attribution, incrementality, marketing mix modelling), and reporting so marketing teams can answer how their work drives revenue, customer lifetime value, and growth. Modern marketing analytics increasingly relies on first-party data and cloud data warehouses rather than third-party cookies.
Our approach to marketing analytics
As one of the few Google Cloud Premier Partners specialised in marketing analytics, we combine strategic measurement frameworks with hands-on technical implementation across the Google ecosystem - BigQuery, Looker, Vertex AI, and the full Google Marketing Platform.
Every engagement starts with understanding where you are today. We build the specific measurement architecture your organisation needs to connect marketing activity to revenue, then deliver it incrementally so you see value fast.
Whether you need to fix a broken GA4 implementation, build a marketing mix model, or stand up a real-time reporting capability in BigQuery, our team has done it before - for brands like Flight Centre, Super Retail Group, OFX, and Australian Retirement Trust.
What we deliver
Practical analytics capabilities - not theoretical frameworks. Each service includes strategy, implementation, and knowledge transfer.
Measurement strategy and framework design
Define what to measure, how to measure it, and how to report it - aligned to business KPIs, not vanity metrics. Includes measurement plans, tagging specifications, and stakeholder-agreed definitions.
GA4 and GTM implementation
From initial setup to advanced e-commerce tracking, consent mode configuration, and server-side tagging. We implement GA4 properly so your data is accurate from day one.
Marketing mix modelling and attribution
Move beyond last-click. We build multi-touch attribution models and marketing mix models that show the true contribution of each channel - including offline and brand activity.
Predictive analytics and customer modelling
Predict churn risk, identify high-value segments, and forecast customer lifetime value. Built on your first-party data in BigQuery, activated through your existing marketing tools.
Dashboards and automated reporting
Custom dashboards built for decision-making, not decoration. Automated weekly and monthly reports that answer the questions your leadership team actually asks.
Experimentation and conversion intelligence
Structured testing programs backed by session replay and heatmap analysis. We design experiments that measure incremental lift and prove the value of marketing investments.
How we work with you
We meet you where you are and deliver value quickly. No six-month discovery phases.
Measurement health check
45-minute session. We audit your current analytics setup, identify gaps, and give you a prioritised action plan - whether you work with us or not.
Roadmap and scope
We define a phased plan with clear deliverables and quick wins in the first 2-4 weeks. You see value before the first invoice.
Build and implement
Our team works alongside yours - implementing, configuring, and documenting. Full knowledge transfer so you're not dependent on us long-term.
Optimise and scale
Ongoing support as your needs evolve. Quarterly reviews to ensure your measurement capability keeps pace with your business.
For organisations seeking a comprehensive digital transformation, our Digital Experience Blueprint (DXB) provides a full maturity assessment and strategic roadmap.
Flight Centre delivers global measurement standardisation with GA4
Flight Centre operated siloed measurement ecosystems across multiple regions, making it impossible to compare marketing performance globally. They needed a standardised analytics solution that would enable confident reporting and decision-making at a global level.
XPON designed and implemented a cohesive GA4 architecture with standardised event taxonomy, consistent conversion definitions, and automated global reporting.
Read the full case studyBook your measurement health check
A 45-minute session where we'll review your current setup, identify quick wins, and give you a prioritised roadmap, no strings attached.