Land
Retain source identifiers, extraction time and business time in a restricted raw layer.
- Receives
- CRM, channel and product extracts
- Produces
- Source aligned datasets
Data and analytics
Build measurement foundations that connect campaign activity, customer behavior and revenue with definitions everyone can inspect.
Let’s connect
Trace a business measure back to source records
A reporting architecture needs a defined grain at every layer. Event, opportunity and account data should be combined through deliberate relationships.
Conform
Normalize campaign keys, account identity, currency and dates while preserving the original values for investigation.
- Receives
- Raw datasets and data dictionary
- Produces
- Conformed dimensions and facts
Define
Implement a metric contract covering grain, filters, date role and refresh rules in the shared reporting layer.
- Receives
- Modeled data and business definitions
- Produces
- Reusable measures and lineage
Explain
Present results with freshness, exclusions and source references so users can assess what the measure supports.
- Receives
- Validated measures and reconciliation
- Produces
- Decision focused reporting
Step 1 of 4
Inspect the data contract.
Select a field to examine its owner, permitted changes and conflict handling. Clear ownership keeps updates consistent across systems.
| Field or object | Accountable owner | Mapping and control |
|---|---|---|
| CRM | One opportunity may have many stage events and campaign touches. | |
| Source system | Keep separate from warehouse ingestion time. | |
| Analytics owner | Tracks changes to eligibility, filters and calculation. |
Resolve the important decisions.
Snapshot or event history
Current pipeline and pipeline movement answer different questions. Preserve snapshots or transitions when historical state matters.
Attribution and impact
Credit assigned by an attribution model is not evidence of incremental effect. State the available touchpoints and model limits.
Validate before handover.
Select the scenarios to discuss with your implementation team.
0 of 3 selected
Test an example workflowPlatform documentation
Built around how you operate.
A dashboard is only as useful as the definitions and data behind it. UniLink helps teams establish what to measure, where each measure comes from and how it should inform a decision. We connect marketing and CRM data with the context needed to interpret it responsibly.
The scope can include tracking plans, campaign taxonomy, warehouse models, attribution frameworks and executive reporting. We distinguish operational measures from analytical estimates and make data freshness, coverage and limitations visible. A report should help a team ask better questions as well as answer familiar ones.
What we help you build.
Measurement frameworks
Translate business questions into defined metrics, dimensions, data sources and review responsibilities.
Event and tracking plans
Specify event names, parameters, identity rules and consent requirements before implementing collection.
Revenue data models
Relate campaigns, contacts, accounts and opportunities while preserving the grain of each dataset.
Attribution design
Compare suitable attribution approaches and document missing touchpoints, identity limitations and interpretation boundaries.
BI and executive reporting
Design reporting views for operational teams and leadership, with clear definitions and source references.
Data quality controls
Introduce checks for completeness, duplication, validity and freshness, with ownership for investigating failures.
How the work comes together.
Start with decisions
Identify the questions your teams need to answer and the actions each answer could change.
Define and inspect
Agree a metric dictionary, inspect source data and assess whether the required evidence exists.
Model and validate
Build transformations and reports, reconcile totals and review edge cases such as reopened opportunities or deleted records.
Establish a review cadence
Document refresh expectations, quality checks and the process for changing a definition or adding a source.
The engineering detail.
Read the contracts, controls and failure behavior behind a maintainable implementation.
A few practical questions.
Can a dashboard prove which channel caused revenue?
Attribution reports distribute credit using a chosen model. They do not by themselves establish causality. Where a causal question matters, an appropriate experiment or additional measurement method may be needed.
Can we retain our existing BI tool?
Yes. We work from your reporting needs and current stack, including platforms such as Power BI, Looker Studio and Tableau.
What if our data is incomplete?
We identify gaps, assess their impact and separate usable measures from estimates. Collection and governance improvements can then be prioritized alongside the reporting work.
Make the next connection.
What could work better, together?
Tell us where your operations are today. We’ll help you see what comes next.