Case study
From Marketing Activity to Revenue Visibility
- Marketing Analytics
- Revenue Attribution
- Buyer Performance
The client
Project brief
- Client
- Paragon Media
- Sector
- Media and lead generation
Paragon Media needed a centralized reporting solution to connect marketing activity with actual sales outcomes. SightShark unified data from multiple sources, automated buyer onboarding, and provided visibility into revenue, conversions, and campaign performance.
The problem
Project challenge
The team could track calls and marketing activity but lacked visibility into actual sales, buyer performance, and revenue attribution. Reporting relied on multiple platforms, making it difficult to understand which campaigns generated profitable outcomes and to onboard new buyers efficiently.
The change
What changed
Before
After
Before
Calls tracked, revenue invisible
After
Marketing tied to sales outcomes
Before
No view of buyer performance
After
Buyer-wise conversions and revenue
Before
Onboarding needed engineering
After
Teams onboard buyers themselves
The evidence
Impact in numbers
100+
Buyers onboarded
40+
Emails processed daily
6
Data sources unified
100%
Revenue attribution visibility
The outcome
Impact
Revenue attribution
Connected marketing activity to actual sales outcomes and buyer performance.
Buyer-level reporting
Enabled visibility into buyer-wise sales, conversions, and revenue contribution.
Campaign performance insights
Tracked CPA, state-wise conversions, and campaign profitability.
Simplified buyer onboarding
Allowed teams to onboard buyers independently without engineering support.
Data validation monitoring
Improved visibility into Gmail and Ringba connector data health.
Operational efficiency
Reduced manual reporting and data verification effort.
How this works in general
- 7 min read
What it takes to build a unified customer view for a client.
Four systems each hold part of a person. Joining them up is a keys problem, not a tooling problem.
Read it - 6 min read
Attribution and marketing mix modelling, compared.
They answer different questions, and using one for the other is where most budget arguments with clients come from.
Read it - 6 min read
MER vs ROAS, and which one to report to clients.
One number every platform claims for itself, and one nobody can claim at all.
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