Campaign Analysis

Definition

Cross-funnel reporting that connects marketing campaigns (Google Ads, Facebook Ads) to sales outcomes (Salesforce leads/opportunities/deals + Gong call quality). Monthly cadence, all campaigns (not just CRM Main), include cost + ARR (d14, d28) data.

Early manifestation of cross-funnel-intelligence — it’s the same thesis at a smaller scope, run on monday’s own data first as POC.

Related decisions

• DEC-003 — Monthly cadence, all campaigns, cost + ARR data required

Sources

• harmony-analyzing-campaigns-2026-04-13 — origin
• vision-2026-04-15 — informs marketing-connectors scope

Related entities

• tamar — campaign data owner
• lital — analytics + data plumbing (Salesforce-Gong join)
• saar-arbel — primary driver
• google-ads, facebook-ads — campaign data sources
• salesforce — lead/opportunity outcome source
• gong — call quality data source
• amanda — AI qualification agent whose impact must be isolated

Related concepts

• cross-funnel-intelligence — broader thesis
• marketing-connectors — productized form
• connector-architecture — data integration pattern

Open questions

• OQ-002 — How does Amanda affect lead qualification rates?
• OQ-003 — What benchmarks make sense per customer (no universal benchmarks exist)?

Active action items

• AI-003 (Amanda impact analysis), AI-004 (CRM Main investigation), AI-005 (cost + ARR data integration), AI-006 (Gong join), AI-007 (all-campaigns analysis)