Nexus Marketing Intelligence

The business had multiple systems holding different parts of the customer journey. Marketing platforms could explain spend and enquiries, while CRM data held the eventual commercial outcomes. Connecting those dots was cumbersome. Existing reporting through Datorama could be slow, difficult to adapt and expensive to maintain, with some reporting exercises taking hours or even days.

That created a familiar problem: plenty of data, but too much effort required to turn it into useful information. I wanted to make the reporting process faster, more accessible and more directly connected to business decisions.

Nexus began as an idea I developed and built independently. I produced the first reliable, usable version in approximately a month and have continued extending it in response to practical business requirements. This was hands-on product development, not simply commissioning a dashboard from an external supplier.

My role has included identifying reporting gaps, designing the experience, connecting data sources, building functionality, testing outputs and refining how information is delivered to different teams.

The platform integrates information from Salesforce, Salesforce Marketing Cloud, Google Ads, Google Search Console, the calling system and AI services. Its purpose is not to display every possible metric; it is to bring the most relevant information together so that marketing and commercial performance can be assessed in context.

A particularly important capability is connecting acquisition activity with eventual monetisation. Rather than stopping at clicks or leads, Nexus can analyse downstream performance and trace commercial outcomes back to the acquisition source, including individual paid-search keywords where the data supports it.

Nexus also distributes relevant daily and weekly reports automatically. Different teams and the board can receive the information they need without waiting for someone to manually extract, combine and format it.

Nexus is live and used across teams, with access provided to the people who need it. Reporting tasks that previously took hours or days can now be completed in minutes, and automated distribution has reduced the amount of routine report preparation. It has also reduced reliance on expensive third-party reporting software, although I do not publish a specific savings figure.

The more important outcome is a change in how information can be used: decisions can be informed by connected acquisition and commercial data rather than isolated marketing metrics.

The hardest part of a reporting platform is rarely drawing the charts. It is defining the right questions, connecting imperfect data sources and making sure the outputs are trustworthy and actionable. Building Nexus reinforced the value of starting with a real operational problem, shipping something useful and improving it continuously.