Manufacturing 2025 5 months

Multi-Touch Attribution Dashboard

Campaign reporting across Marketo, Salesforce and web analytics — 40M+ touchpoints rendered as funnel, cohort and attribution views that load in under a second.

Client: Global manufacturing group
My role: Full-stack engineer
Team: 3 engineers

touchpoints modelled: 40M+
median dashboard load: 9s → 380ms
sources of truth: 3 → 1

The challenge

Marketing ran on three sources of truth that disagreed: Marketo said one thing about campaign performance, Salesforce another, and the web analytics export a third. Leadership had stopped trusting all of them. The previous dashboard queried raw event tables directly and took nine seconds to load a single quarter.

The solution

I built a nightly and incremental ETL that normalises touchpoints from all three sources into one event model with a stable identity graph — resolving the same human across an anonymous web session, a Marketo lead and a Salesforce contact.

Reporting reads from pre-aggregated rollup tables rebuilt by queue workers rather than from raw events, so query cost stays flat as history grows. On top sits a Vue 3 dashboard with first-touch, last-touch and linear attribution models the user can switch between, plus scheduled PDF and CSV exports for the monthly board pack.

The outcome

One agreed set of numbers across marketing and sales. The monthly reporting cycle went from a multi-day manual reconciliation to a scheduled export.

Technical highlights

Identity resolution across anonymous, Marketo and Salesforce records
Rollup tables that keep query cost flat as history grows
Switchable first-touch, last-touch and linear attribution models

Stack

PHP Laravel Vue 3 MySQL Salesforce Marketo

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