Automated Marketing ROI Reporting Platform

Lost & Found Marketing is a roofing-focused marketing agency that helps contractors generate leads, manage marketing campaigns, and measure business performance. A key part of their service is providing clients with clear visibility into marketing investment, lead generation, and return on investment.

As the agency expanded, data was spread across multiple CRM systems, marketing platforms, call tracking tools, and operational systems. Bringing this information together into a consistent reporting experience became increasingly difficult.

Hence, they needed a centralized platform that could automate data collection, standardize reporting, and provide clients with a reliable view of marketing performance and ROI.

Lost & Found Marketing relied on data from several business systems, including CRM platforms, call tracking tools, and marketing applications. Each platform stored a different part of the customer journey, making it difficult to create consistent reporting and connect marketing investment to business outcomes.

Key Challenges

• Data was spread across multiple disconnected systems
• Marketing spends and business outcomes were difficult to compare
• Reporting required combining information from several sources
• No centralized reporting layer existed for clients
• Campaign performance and ROI metrics were difficult to track consistently
• Reporting complexity increased as new clients and data sources were added

A cloud-native reporting platform was built on Google Cloud Platform to unify business data and improve marketing performance visibility.

Unified Data Platform

Custom connectors were developed to retrieve CRM and marketing data from client systems. Cloud Run Functions normalized incoming records while Firestore managed datasource configuration, schemas, and destination settings.

Automated Data Orchestration

Once data entered the platform, Cloud Scheduler and GCP Workflows coordinated ingestion runs, processing steps, and pipeline execution. This created a consistent framework for managing reporting pipelines across multiple clients and data sources.

Analytics Modeling & Reporting

BigQuery served as the centralized warehouse for both raw and modeled datasets. Dataform transformed source records into business-ready models, while Looker Studio dashboards delivered visibility into marketing investment, attributed revenue, and ROI performance.

Key Deliverables

• Built a standardized CRM-to-dashboard reporting platform
• Implemented automated ingestion pipelines on Google Cloud Platform
• Created a centralized BigQuery data warehouse architecture
• Developed Dataform transformation workflows
• Automated scheduling and orchestration using Cloud Scheduler and GCP Workflows
• Delivered client-facing Looker Studio dashboards
• Established a reusable framework for onboarding new CRM systems and data sources

The platform combines Python-based data ingestion with Google Cloud services to automate CRM data collection, transformation, and reporting workflows. Each component follows a standardized architecture that supports onboarding new systems without redesigning the platform.

Marketing ROI Visibility

Created a reporting framework that connects marketing investment to leads, revenue, and business outcomes.

Standardized Analytics Models

Transformed data from multiple business systems into consistent reporting structures that support cross-client analysis.

Faster Access to Performance Data

Provided stakeholders with timely reporting through automated dashboard updates and scheduled data processing.

Scalable CRM Onboarding

Established a repeatable process for integrating new CRM systems and data sources without redesigning the platform.