Case Studies

Scenarios From Across Different Teams

The scenarios below describe patterns commonly seen across workshop engagements. They are illustrative composites written to show how the session format adapts to different starting points, not accounts of one specific organization.

Retail marketing team reviewing store visit data alongside online campaign reports

Multi-Location Retail

Connecting Online Research to In-Store Visits

Challenge: Reporting attributed nearly all conversions to the in-store point-of-sale system, with no visibility into how online research had influenced the visit.

Workshop focus: Mapping the online-to-offline journey and introducing a simple staff-facing question at checkout to capture how customers first heard about a promotion.

What shifted: The team gained a shared vocabulary for discussing offline influence in weekly review meetings, replacing assumptions with a lightweight but consistent data point.

B2B Software

Reconciling Sales Pipeline With Marketing Reports

Challenge: Sales-influenced pipeline figures consistently conflicted with marketing's last-click report, creating recurring tension over which channels deserved budget.

Workshop focus: A joint mapping session with sales and marketing together, building one shared multi-touch view of the pipeline ahead of the next budget cycle.

What shifted: Both teams left with a single map they had built together, which reduced the back-and-forth that previously happened over separate spreadsheets.

Higher Education

Standardizing Tracking Across Campuses

Challenge: Multiple campuses ran separate recruitment campaigns with inconsistent UTM structures, making it impossible to compare channel contribution across regions.

Workshop focus: Building a shared tagging standard, then running a comparative model review across each campus using the newly consistent data.

What shifted: Campus teams could finally compare notes using the same terms, which changed how regional budget conversations were framed going forward.

Nonprofit Fundraising

Accounting for Word-of-Mouth Donations

Challenge: Recurring donors were mostly reached through email according to reporting, but the team suspected social content and peer referrals played a larger role than the data showed.

Workshop focus: Adding a simple self-reported field to the donation form alongside existing tracking, then reviewing the combined picture in a follow-up session.

What shifted: The team had, for the first time, a rough but structured way to talk about referral influence instead of relying on anecdotes from board meetings.

Local Service Business

Linking Phone Inquiries to Digital Campaigns

Challenge: The business relied entirely on a "how did you hear about us" phone log, with no connection to digital campaign data.

Workshop focus: Aligning the phone-based attribution language with digital campaign naming conventions, so the two data sources could be read side by side.

What shifted: Staff began logging inquiries in terms that matched campaign names, making the phone log usable for the first time in digital planning discussions.

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