The dashboard that counted twice
A marketing dashboard showed 30 leads from Meta in a month. The ad platform said 15. Two event types were being added together. We check every reported number against its source for exactly this reason.
Services / Data & impact storytelling
Your data has a story. We make it obvious.
Numbers only help if someone believes them and acts on them. We build the reporting, models and evaluations that make the next decision clear, and check every figure against the system it came from.
What we do
Tell your data story.
Know which marketing makes money, and show your own clients the difference you make.
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Marketing dashboards
Leads, pipeline, ad spend, return and content in one place, updated automatically.
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Tracking and attribution
Every lead traced from the ad or post it came from through to pipeline and revenue.
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ROI models
What a new client is worth, what it costs to win one, and what has to be true for marketing to pay back, before you spend.
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Business intelligence
Power BI and Snowflake models that turn complex operational data into reports people read.
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Impact evaluation
Research-grade evaluation that shows whether a programme or tool is actually working, designed with our research partner.
Case study · SalesStar Global
One dashboard for every market’s marketing
Leads, pipeline, return on ad spend and content for every SalesStar market in one place, with figures checked against the ad platforms, GoHighLevel and the CRM. It’s how we can trace each dollar of pipeline back to the marketing that started it.
The full SalesStar story →US$449k
Of new-business pipeline traced back to the marketing touch that started it
5
Markets reported from one dashboard: NZ, Australia, the UK, the US and Mexico
The work itself
Tap a video for sound.
Our process
How it works.
- 01
Agree the questions
The handful of questions you need answered every week, not fifty charts nobody opens.
- 02
Connect the sources
Ad platforms, CRM, website, finance and operations, joined up in one place.
- 03
Check against the source
Every reported number reconciled with the system that produced it before anyone relies on it.
- 04
Tell the story
Dashboards and a short monthly read-out: what changed, why, and what to do next.
- 05
Act on it
A monthly review where the numbers decide where the next dollar goes.
Stories the data told
Twenty KPIs, three with no data
A funder asked an education charity to report against 20 KPIs. About 11 were answerable from existing systems. The 3 that mattered most, long-term outcomes, had no system of record at all. That gap became the project.
Who does the work
The team.
JM
John Meister
Data & reporting
Turns ad platforms, CRMs and spreadsheets into reports people actually read. Runs our paid-media reporting and leads our client dashboard build.
Igor Kim
BI developer · Power BI & Snowflake
Igor is a BI developer and data professional specialising in data engineering and visualisation with Power BI and Snowflake. He builds intuitive dashboards and models that turn complex data into actionable insights, with experience across transport, government, and supply chain industries delivering scalable, data-driven solutions.
Founder and chief scientist of Alethic Innovations and a former adjunct professor of psychology at Columbia University. He holds an interdisciplinary PhD in psychology, philosophy and political studies from Stanford, and wrote the book on how accurate human judgment is and how to improve it. With us he designs evaluations: how we test whether an AI tool, or a programme, is actually working.
Jono Thompson-Bean
Founder · Strategy, AI & growth
Founded AlphaBean in 2017, straight after a degree in computer science and statistics. Jono has spent more than ten years in digital marketing, with a statistician's eye for what the data actually says. He is completing a master's in artificial intelligence at the University of Auckland while building the business. He scopes every engagement himself and builds the ROI model before anything is proposed.
Questions we get asked
What goes in a marketing dashboard?
Leads, pipeline, ad spend, return and content in one place, updated automatically, with every lead traced from the ad or post it came from through to pipeline and revenue.
How do you make sure the numbers are right?
Every reported number is reconciled with the system that produced it, such as the ad platforms, GoHighLevel and your CRM, before anyone relies on it.
Which tools do you use?
Whatever your data lives in. For business intelligence we build in Power BI and Snowflake, and we connect ad platforms, CRM, website, finance and operations data.
What is impact evaluation?
Research-grade evaluation that shows whether a programme or tool is actually working, designed with our research partner, Dr John Wilcox.
Start the conversation
What should your databe telling you?
A few lines about your business and what you want to grow. We'll come back within one business day to set up a 30-minute discovery call. No pitch until we understand the problem.