Diagnostic Study on Marketing Data Reporting Issues

This technical report presents findings from a diagnostic study conducted by Adbytzz, focusing on the challenges faced by a major D2C unicorn in the skin and hair care sector. The study identifies scattered and manual data reporting as significant roadblocks that hinder effective marketing decision-making. It outlines three key insights aimed at addressing growth stagnation, including the establishment of a Single Source of Truth (SoT) for data reporting and live attribution for marketing campaigns. The report details the impact of data reporting lags from Google and Meta APIs, which adversely affected monitoring and optimization during critical sales periods. Additionally, it highlights the implementation of automated scripts for anomaly detection in key funnel metrics, particularly noting a drop in the checkout to order rate due to payment gateway errors. The findings emphasize the need for customized automated monitoring solutions to enhance marketing effectiveness.