How an Insurance Company Built a Single Source of Truth for Marketing and Operations

Client

Our client is a UK-based Accident Management Company that handles post-accident logistics for drivers working directly with insurers on behalf of affected drivers.

Problem

The client relied on manual data consolidation from multiple sources—CRM, Google Ads, GA4, and Google Sheets. Marketing and operational metrics were scattered across platforms, updated inconsistently, and often duplicated by hand making it difficult to analyze performance, identify bottlenecks, and measure ROI effectively.

Goal

To build an automated, role-based analytics system that unifies marketing and CRM data in one warehouse, updates daily, and provides clear dashboards for directors, team leads, agents, and marketers—helping each team track KPIs in real time.

Technologies

Our Tech Stack

Results

Unified Data Infrastructure

All marketing, CRM, and historical Google Sheets data were integrated into a single warehouse, creating a single source of truth and eliminating manual duplication and inconsistencies.

Automation & Data Reliability

Automated data pipelines replaced manual exports and updates, ensuring daily refreshes and reliable metrics across teams. Reporting time decreased dramatically, and human error was minimized.

Role-Based Dashboards

Custom Looker Studio dashboards were developed for each role:

  • Executives track core KPIs and business health

  • Marketing teams analyze campaign performance and budgets

  • Agents and team leads monitor operational metrics and conversions

Each dashboard includes filters by source, channel, period, and manager for flexible analysis.

Metrics Glossary for Transparency

Alongside the dashboards, we developed a comprehensive Metrics Glossary — a living documentation of all key metrics, definitions, and calculation logic.

It helps teams understand:

  • How each KPI is defined in the data warehouse

  • Which dashboards use it

  • How metrics relate across marketing, operations, and finance

This glossary became the source-of-truth companion to the dashboards, ensuring clarity and consistency across reporting, new hires, and data audits.

Improved Decision-Making

With real-time visibility, marketing and operations teams can quickly identify underperforming campaigns, adjust spend, and improve conversion rates — increasing marketing transparency and control.

Scalability & Maintenance

The system architecture supports seamless integration of future data sources and new reporting dimensions, ensuring long-term scalability.

Tips

  • Centralize before you visualize: Align CRM, Ads, and analytics data in one warehouse to eliminate conflicting reports.
  • Automate your pipelines: Tools like Dataform and dlt cut manual work and ensure consistent updates.
  • Design for users: Build dashboards around the questions each role needs answered, not just around datasets.

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Technologies

Our Tech Stack

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