Marketing Data Kit
The foundation every other request builds on
A tested, versioned data stack for DTC marketing, configured to your business and running in your own warehouse. Live in 14 days.
Sources
Everything that drives revenue, in one place
Ad platforms
- Meta
- Google Ads
- TikTok
- Snapchat
- Microsoft Ads
- Amazon Ads
Commerce
- Shopify
- Recharge
- Amazon Seller Central
Site and owned channels
- GA4
- Klaviyo
- Attentive
- Postscript
Your inputs
- COGS
- Budgets
- Manual adjustments
Ingestion runs on Funnel.io or Fivetran into BigQuery or Snowflake. Not listed? A custom pipeline is a catalog request.
Dashboards
Eight dashboards, one set of definitions
Executive overview
Are we growing profitably?
Channel performance
Where should the next dollar go?
Budget pacing
Are we on plan this month?
Customer cohorts and LTV
What is a customer worth, and how fast do we earn back what we spent to acquire them?
Contribution margin
Are we making money after marketing?
Creative performance
Which creatives work, and which are wearing out?
Site funnel
Where do visitors drop off?
Email and SMS
How much revenue do owned channels drive?
Launch plans get the first three. They live in Koladr, or in your Sigma or Tableau. Every workbook shows a data health banner.
The tie-out guarantee
No dashboard goes live on unverified numbers
Before go-live, and every month after, we reconcile the warehouse against the source systems. The results show on your data health page.
| Check | Tolerance |
|---|---|
| Shopify net sales, last full month | ±0.5% |
| Shopify order count, last full month | Exact |
| Ad spend per platform, last 30 days | ±1% |
| Platform conversions, last 30 days | ±2% |
Onboarding
From kickoff to live in 14 days
Day 0
Kickoff
Goals, definitions, and the access checklist.
Days 1–3
Connect and backfill
Connectors live. Full Shopify history and 25 months of ads loaded.
Days 3–5
Profile and configure
Your UTMs, campaign names, and order tags mapped into your configuration.
Days 5–10
Build and tie out
Models built and tested. Numbers reconciled to the source.
Days 10–13
Dashboards and walkthrough
Workbooks deployed, COGS and budgets loaded, your team walked through it.
Day 14
Go live
Monitoring on, and fixes included from here. Send your first requests.
Honest reporting
Three views of the truth, clearly labeled
Blended
MER, new-customer CAC, and contribution margin across all channels. This is the headline.
Platform-reported
What each ad platform claims. Useful inside a platform, always labeled as such.
Last-touch UTM
Which campaign the order’s visit came from. A directional view for channel mix.