Marketing & Campaign Management

Vantage connects your marketing data sources — CRM databases, ad platforms, e-commerce systems, and email tools — into unified workflows that track campaign performance, calculate true marketing ROI, optimize budget allocation, and generate automated reports for stakeholders.

Unify Campaign Performance Across Every Channel

Consolidate campaign data from email, social, paid ads, and web analytics into a single performance dashboard.

Scenario: A marketing director runs campaigns across email (Gmail), social media (Instagram, X), and paid search. They need a unified view of spend, reach, engagement, and conversions across all channels — not five separate dashboards.

Workflow Steps:

1. Schedule Trigger — Run daily at 6 AM
2. Read Emails (Gmail) — Pull email campaign delivery reports: campaign name, sent count, open rate, click rate, bounce rate, unsubscribes
3. Get Insights (Instagram/Meta) — Pull social campaign metrics: reach, impressions, engagement rate, link clicks, cost per result
4. Get Tweets (X) — Pull promoted tweet performance: impressions, engagements, click-through rate
5. Database Query (PostgreSQL) — Pull web analytics: sessions, conversions, revenue by UTM source/medium/campaign
6. Union — Merge all channel data into a unified campaign performance dataset
7. Computed Column — Calculate cross-channel metrics:
   • Cost per acquisition (CPA): total_spend / conversions
   • Return on ad spend (ROAS): revenue / ad_spend
   • Customer acquisition cost (CAC): total_marketing_spend / new_customers
   • Channel efficiency score: ROAS weighted by volume
8. Aggregation — Roll up by campaign, channel, and time period
9. AI Enrichment — Generate performance insights: "The Q4 Product Launch campaign drove 2.3x higher ROAS on Instagram ($4.80) vs. X ($2.10). Email had the highest conversion rate (3.8%) but the lowest reach. Recommend shifting 15% of X budget to Instagram for the remaining flight."
10. Sort — Campaigns by ROAS (best performing first)
11. Dashboard Output — Populate:
    • Bar Tile — Spend and revenue by channel
    • Line Tile — Daily campaign performance trends (spend, conversions, ROAS)
    • Pie Tile — Budget allocation by channel
    • Comparison Tile — This campaign vs. previous campaign / same period last year
    • Table Tile — Campaign detail: spend, impressions, clicks, conversions, CPA, ROAS
    • Metric Tile — Total marketing spend, total revenue attributed, blended ROAS, blended CAC
    • BI Intelligence Tile — AI-generated campaign narrative for the weekly marketing standup
12. Write PDF — Generate weekly campaign performance report
13. Send Email — Distribute to CMO and channel leads

Key Nodes: Schedule Trigger, Read Emails, Get Insights (Instagram/Meta), Get Tweets (X), Database Query, Union, Computed Column, Aggregation, AI Enrichment, Sort, Write PDF, Send Email, Dashboard Output

Relevant Integrations: Gmail, Instagram, Meta, X (Twitter), PostgreSQL

Attribute Leads and Analyze Funnel Conversion

Track leads from first touch through conversion and attribute revenue to marketing touchpoints.

Scenario: A demand generation team needs to understand which marketing channels and campaigns drive the highest quality leads, and how leads move through the funnel from MQL → SQL → Opportunity → Closed Won.

Workflow Steps:

1. Schedule Trigger — Run daily
2. Database Query (PostgreSQL) — Pull lead records: lead source, first touch channel, first touch campaign, creation date, MQL date, SQL date, opportunity created date, close date, deal value
3. Aggregation — Calculate funnel metrics by source and campaign:
   • MQL count, MQL-to-SQL conversion rate
   • SQL count, SQL-to-Opportunity conversion rate
   • Opportunities, Opportunity-to-Close rate
   • Total pipeline value and closed revenue
4. Computed Column — Calculate:
   • Velocity: average days at each funnel stage
   • Cost per MQL, cost per SQL, cost per closed deal (using spend data)
   • Pipeline-to-spend ratio: pipeline_value / marketing_spend
5. AI Enrichment — Identify patterns: "Webinar leads convert to SQL at 2.1x the rate of paid search leads (34% vs. 16%), but paid search generates 5x more volume. Net pipeline contribution: paid search generates $2.4M vs. webinar $980K, despite lower conversion rates."
6. Dashboard Output — Populate:
   • Step Tile — Marketing funnel: MQL → SQL → Opportunity → Closed Won (with conversion rates at each stage)
   • Bar Tile — Lead volume by source
   • Scatter Tile — Lead quality (conversion rate) vs. volume by source (find the sweet spot)
   • Table Tile — Campaign-level funnel metrics: MQLs, SQLs, pipeline, closed revenue, CPA
   • Comparison Tile — This quarter funnel vs. last quarter
   • Forecast Tile — Projected pipeline and revenue based on current MQL velocity

Key Nodes: Schedule Trigger, Database Query, Aggregation, Computed Column, AI Enrichment, Dashboard Output

Monitor Content Performance and Identify SEO Opportunities

Track content engagement, monitor search rankings, and identify content optimization opportunities.

Scenario: A content marketing team publishes 20 articles per month. They need to track which content drives traffic, engagement, and conversions — and identify underperforming content for optimization.

Workflow Steps:

1. Schedule Trigger — Run weekly
2. Database Query (PostgreSQL) — Pull web analytics by page: URL, page views, unique visitors, avg time on page, bounce rate, scroll depth, conversions
3. Web Scraper — Pull search ranking data for target keywords: keyword, current rank, previous rank, search volume, click-through rate
4. Join — Merge content performance with SEO rankings on URL/keyword
5. Aggregation — Calculate content categories:
   • Top performers: high traffic + high engagement + high conversions
   • Rising: increasing traffic trend
   • Declining: decreasing traffic trend
   • Underperformers: high impressions but low click-through (title/meta opportunities)
6. AI Enrichment — Generate optimization recommendations: "Top 10 Tips for X' has high search volume (8,100/mo) but ranks position 8. Current CTR is 3.2%. Optimizing the title tag and adding FAQ schema could improve rank to position 4–5, potentially increasing monthly traffic by 800 visits."
7. Sort — By optimization opportunity score (highest impact first)
8. Dashboard Output — Populate:
   • Table Tile — Content scorecard: URL, traffic, engagement, conversions, rank, trend
   • Line Tile — Total organic traffic trend over 12 months
   • Bar Tile — Traffic by content category (blog, guide, case study, video)
   • Scatter Tile — Traffic vs. conversion rate (find high-converting pages to promote)
   • Metric Tile — Total organic traffic, avg position, content published this month
9. Write Excel — Export content performance report for editorial planning meeting
10. Send Email — Weekly content insights to the editorial team

Key Nodes: Schedule Trigger, Database Query, Web Scraper, Join, Aggregation, AI Enrichment, Sort, Write Excel, Send Email, Dashboard Output

Track Marketing Budget and Optimize Spend Allocation

Monitor marketing budget utilization in real time and optimize allocation based on performance.

Scenario: A VP of Marketing has a $2M quarterly budget across 8 channels. They need to track spend pacing, identify channels burning too fast or too slow, and reallocate budget based on performance.

Workflow Steps:

1. Schedule Trigger — Run daily
2. Database Query (PostgreSQL) — Pull approved budget by channel and month
3. Database Query (PostgreSQL) — Pull actual spend: channel, campaign, date, amount
4. List Invoices (QuickBooks) — Pull agency and vendor invoices for reconciliation
5. Join — Merge budget with actual spend and vendor invoices on channel and period
6. Computed Column — Calculate:
   • Budget utilization: actual_spend / budget * 100
   • Spend pacing: projected spend based on daily run rate vs. monthly budget
   • Budget remaining: budget - actual_spend
   • Over/under delivery: (pacing_projection - budget) / budget * 100
7. Filter — Flag channels:
   • Pacing > 110% of budget (will overspend)
   • Pacing < 75% of budget (underspent, risk of forfeiture)
   • ROAS < 1.0 (spending more than earning)
8. Multi-Conditional — Route by flag:
   • Overspending → Send Email to channel manager + Send Message (Slack #marketing-finance) with spend pause recommendation
   • Underspending → Send Email to channel manager with reallocation suggestions
   • Low ROAS → Send Email to VP Marketing for performance review
9. Dashboard Output — Populate:
   • Waterfall Tile — Budget → committed → spent → remaining
   • Bar Tile — Budget vs. actual by channel
   • Metric Tile — Total spend, budget utilization %, blended ROAS
   • Line Tile — Daily spend pacing vs. budget curve
   • Table Tile — Channel-by-channel detail with pacing, spend, ROAS
   • Comparison Tile — This quarter spend vs. last quarter

Key Nodes: Schedule Trigger, Database Query, List Invoices (QuickBooks), Join, Computed Column, Filter, Multi-Conditional, Send Email, Send Message, Dashboard Output

Example Dashboard: Marketing Performance Center

Build this dashboard to give your CMO and marketing team unified visibility into campaign performance, lead generation, content impact, and budget utilization.

Row 1 — Marketing KPIs

Row 2 — Campaign Analysis

Row 3 — Channel & Content

Row 4 — Attribution & Budget

Row 5 — Forecasting & AI

Getting Started

To build marketing workflows:

1. Connect your data sources — Add your web analytics database, CRM, and social accounts under Integrations
2. Start with campaign tracking — Build a daily Schedule Trigger workflow that pulls performance across channels
3. Add attribution — Track leads through the funnel with Database Query + Aggregation + Step Tile
4. Automate reporting — Use Write PDF and Send Email to distribute weekly reports to stakeholders
5. Optimize spend — Multi-Conditional alerts for pacing issues and ROAS thresholds