Why is data consolidation critical for marketing ROI?

Because fragmented data leads to blind spots, duplicate efforts and poor attribution. Consolidating data into one platform gives clarity, speed and measurement.

What are the common data silos that hurt marketing?

Typical silos include separate CRM, ad-platforms, SEO tools and Excel sheets. When data isn’t combined, marketing decisions are based on incomplete insight.

How do SMEs build a unified dashboard?

They integrate GA4, CRM, ad platforms and SEO tools via connectors (e.g., Looker Studio or Databox) and define a single source of truth for key metrics.

Which KPIs should be included in the consolidated dashboard?

Include CAC, LTV, lead-to-sale conversion, cost per lead, pipeline value and channel ROI — all in one view.

How quickly can data consolidation impact marketing performance?

You often see clarity improvements within 30 days and measurable performance improvement (like better attribution and cost control) within 60-90 days.

Consolidating data for data driven marketing

Simon Hunt
Oct 10
5 min read

The Issue today for the MD or CEO running a marketing growth engine is:

Multiple tools, all with separate data , reporting.
That necessitates a host of logins and time analysing detail.
For the Marketing agency all to frequently different contributors just look at the tools relative to "their area".
Therefore you get fractured data, fractured knowledge and no end to end ownership.
Plus a lot of time spent looking in different tools, with different cuts of the data

So Lead Generation for SME's can quickly become like "nailing jelly to a wall" with any attempt to drive clarity ending in finger pointing.

This blog is going to "fix that issue by telling you:

How to use data driven marketing for SME's successfully.
How to combine different data from different sources.
Which Tools to use to save time and "nail accountability"
How to measure three different stages of "marketing Funnel"
Give you a checklist of tools, processes and how to guides"

These are written in Plain english business language, no marketing jargon.

Consolidating Marketing Data from Different Sources

Firstly let's deal with Why you want to do this?

To save time reviewing different data sources
To bring in accountability and transparency
To improve conversion rate optimisation for SME's along the three stages of the funnel.

Secondly lets look at what you should have in place.

Full Top, Middle and Bottom of Funnel Checklist — Download this checklist below

This Checklist gives you:

The Three stages of the funnel from early, middle to end of a suspect to prospect to customer journey.
It tells you what you should measure
The tools that are available to measure that area.
Who should look at this data
The base minimum frequency once ownership is established
We would argue "daily, short review & learn sessions", till everyone gets the interdependancy of their roles.
We'll save you the job 27 different tools or things you should measure.
Then for the guys doing the job of improving the numbers multiple by 10.

So the million dollar question, i need a tool or tools that give me:

Management Dashboards for the 27 areas

Middle Management Measurement that gives me Top-line 135 (5 each) numbers

Task completion Marketing Interns that need 270 sources or areas of data

Ideally in one view.

Data Driven Marketing - Full Funnel Tracking Solutions

Thankfully the folk at Google and Databox have developed tools that:

Connect all of the sources
Google's solution is free Looker studio , until you want to connect a "Non Google Tool"
Then you pay £20 a connector a month.
Databox charge by connection.

So here is the problem they solve:

One Clear view
Split into three stages
Management can see clearly what's working
Your fractional CMO can see what isn't optimised
Your Marketing operations team are accountable and can see what impact they are having.
Suddenly, several things become apparent, where the problems are, what the priorities are and the impact of fixing them on leads and revenue.
Imagine having the clarity of the numbers in each area!

Full Marketing Funnel for data driven Marketing

Now you need a Tool to pull all the sources together.

We Recommend Either Looker Studio or Databox here are the pro's and Cons

Databox requires less configuration and is easier to use.

So What Does This deliver:

Your funnel Checklist means you leave no gaps, every stage of the Suspects journey to a prospect and customer is tracked.
You now have instant visibility of what works.
You know where you have to improve.
You have control over the entire growth delivery funnel.
Your Lead Generation for SME's process is completely transparent.
You can now focus on conversion rate optimisation.
You can remove wasted spend because its clear what works
Your full funnel tracking solutions are in place

Useful Tables - Tracking - Measurement & Limitation

Useful Tools Table

Bottom of Funnel Conversion Engineering Tools & Processes - devil's in the detail metrics

FAQs — Consolidating Data Using Looker Studio

Understanding Looker Studio

What is Looker Studio and how does it work?Looker Studio (formerly Google Data Studio) is a free data visualisation tool that connects to multiple data sources — such as Google Ads, Analytics, CRMs, and social media platforms — and transforms them into live, interactive dashboards.
Why should SMEs use Looker Studio?SMEs benefit from having a single, unified dashboard that shows real-time marketing performance without expensive BI tools. It replaces manual spreadsheets with automated, accurate reporting.
What’s the difference between Looker Studio and Google Analytics?Google Analytics collects website data; Looker Studio visualises it. You can blend Analytics data with CRM, ad spend, and sales data to see the full picture from click to conversion.
Is Looker Studio free to use?Yes, Looker Studio is completely free. Some paid data connectors (like Supermetrics or Power My Analytics) may be required to pull in data from third-party platforms such as LinkedIn or Meta Ads.
Who should build and manage a Looker Studio dashboard?A data-driven marketer, analyst, or Fractional CMO familiar with metrics and tracking should build the dashboard. Once set up, it’s easy for business leaders to review performance daily.

Data Consolidation Benefits

Why is data consolidation important for SMEs?SMEs often have fragmented data across different systems. Consolidation brings everything together, eliminating guesswork and creating one version of the truth for smarter decisions.
How does Looker Studio improve decision-making?By visualising KPIs and ROI in real time, Looker Studio allows leaders to identify underperforming channels, reallocate spend quickly, and base every marketing decision on evidence, not opinion.
Can Looker Studio track ROI and pipeline growth?Yes — when linked to CRMs or revenue tracking tools, Looker Studio can calculate customer acquisition cost (CAC), lifetime value (LTV), and ROI by channel.
How does Looker Studio help agencies and SMEs communicate better?It creates transparent, shared dashboards so both agency and client see the same numbers — eliminating misaligned reporting and “hidden data” issues.
What problems does Looker Studio solve for growing businesses?It replaces inconsistent, manual reports with automated dashboards that are accurate, visual, and aligned with commercial KPIs.

Setup & Implementation

What data sources can be connected to Looker Studio?You can connect Google Ads, GA4, Search Console, Meta, LinkedIn, HubSpot, Salesforce, Pipedrive, Excel, or any other platform with a connector or CSV import.
How do you combine multiple data sources in Looker Studio?Through data blending, which merges shared fields (like date or campaign name) across platforms to show complete funnel performance.
How long does it take to set up a Looker Studio dashboard?A basic marketing dashboard can be built in a few hours. More complex dashboards integrating CRM and financial data may take a few days to perfect.
What KPIs should SMEs track in Looker Studio?Focus on metrics that matter: leads generated, conversion rate, CAC, ROI by channel, pipeline velocity, and LTV. Avoid vanity metrics like clicks or impressions.
Can Looker Studio replace monthly marketing reports?Yes — with automated data refresh and scheduled email summaries, Looker Studio replaces static reports with live dashboards your team or board can access anytime.

Best Practices

How often should SMEs review their Looker Studio dashboards?Key dashboards should be reviewed weekly to monitor trends, with monthly reviews for deeper analysis and quarterly strategy reviews for budget reallocation.
How can SMEs ensure data accuracy in Looker Studio?Always verify that source data (Google Analytics, CRM, ad platforms) is tagged and tracked consistently. Looker Studio only visualises — it doesn’t clean or correct inaccurate data.
Can Looker Studio show both marketing and sales data together?Yes — that’s one of its strengths. When connected to CRM or sales platforms, Looker Studio provides a seamless view from campaign spend to closed revenue.
How can I share dashboards securely?Dashboards can be shared via Google permissions with view-only or edit access. You can also export PDFs or schedule automated snapshots for leadership teams.
What’s the biggest mistake SMEs make with Looker Studio?Focusing on presentation over purpose. Beautiful dashboards are useless without commercial context. The goal isn’t more charts — it’s better business decisions.