// A global skincare brand

The numbers finally tell the truth.

A global skincare brand whose marketing reporting no longer matched reality - spend was being judged on the wrong signals.

Business challenge

A global beauty brand's marketing reports no longer matched reality - ad platforms were bidding blind and paid leads were vanishing into 'organic.'

Scope

Analytics repair, attribution infrastructure, lead enrichment, martech integration.

Capabilities involved

Integrations & Automation, Conversion & Optimization, Strategy.

Generic marketing operations and attribution dashboard — // Interface study — generic, unbranded representation

// 01 The problem

The problem.

The dashboards told a plausible story that was wrong. Real purchase revenue wasn't reaching the ad platforms, so automated bidding optimized against engagement proxies instead of money. A legacy workflow was quietly filing paid leads as organic, which made paid media look weaker every month. And the lead pipeline was raw: unverified, unenriched, and unscored.

None of this was visible from inside any single tool. It took tracing the full path - site, analytics, CRM, ad platforms - to see where the signal died.

// 02 The approach

The approach.

Follow the data before touching the spend. Repair measurement first, rebuild attribution second, then enrich and score every lead so sales works the best opportunities first.

// Ongoing martech engagement - audit, repair, then pipeline infrastructure

// 03 Delivery

What was implemented.

Analytics repair: the purchase-event configuration gap found and fixed, so real revenue flows to the ad platforms for the first time in over a year.
Server-side attribution: a conversion API pipeline connecting the CRM to Meta, so campaigns optimize for pipeline stages instead of clicks.
ABM content syndication: targeted lead-generation campaigns across practitioner segments, with a custom forms API integration so every lead lands in the CRM net-new and correctly attributed.
An attribution-gap diagnosis: the legacy workflow misfiling paid leads identified by name, the under-reporting quantified, and the fix scoped.
A lead enrichment pipeline: automated verification and enrichment of every lead - firmographic, geographic, and social data - before it reaches sales.
A two-dimensional lead scoring model: fit grade times intent tier, routing the best leads to the top of the queue.
An enrichment taxonomy normalizing dozens of treatment and equipment synonyms into canonical tags - instant cross-sell signals per account.
AI-search attribution: traffic from AI assistants captured as its own source instead of disappearing into organic.

// 04 Working detail

Inside the build.

// lead routing - fit x intent

01fit A + intent 1-2 -> sales queue: priority 1 (same-day)02fit B + intent 1   -> sales queue: priority 203fit C or intent 3  -> nurture track: automated sequence

// 05 Results

Results.

Purchase events restored as a usable advertising signal after more than a year offline.

A paid-lead attribution gap was isolated and a repair plan put in place.

Every incoming lead now reaches sales with fit and intent context attached.

Client names stay off this site by design. The full story behind this work - who it's for, what it did - is shared on a call, under NDA.

// Next project

Infrastructure & materialsOff legacy, onto WordPress.

// The full picture

The names come out on a call.

Every engagement above has a full case study behind it - the client, the constraints, the numbers. We share those live, under NDA.