Martech Audit & Optimisation

The challenge

Conflicting ROAS reports and duplicate audiences made every budget meeting political — not evidence-led

Multiple overlapping analytics tags, duplicate audiences and inconsistent UTM standards produced conflicting ROAS reports.

Teams could not trust dashboards; budget shifts were political rather than evidence-led.

Measurement gaps and tool sprawl meant teams debated numbers instead of reallocating budget — duplicate audiences, broken pixels and inconsistent UTMs obscured true channel performance.

Quick fixes were deprioritised because no one owned a sequenced roadmap balancing impact versus engineering effort.

For High-growth technology, leadership needed evidence that audit & optimisation could move commercial KPIs within two planning cycles — not vanity metrics alone.

Overlapping tags and broken pixels on primary domains
Inconsistent UTMs and audience naming — duplicate suppression impossible
Licence overlap across point solutions with unclear ownership

The objective

Align teams, sharpen the narrative, and tie work to metrics the board accepts

Restore measurement trust and deliver a prioritised 90-day roadmap balancing quick wins and structural fixes.

Reduce tool cost and operational drag without losing necessary capabilities.

Restore trust in data, eliminate waste, and deliver a prioritised 90-day optimisation backlog with accountable owners and success metrics.

Success would be measured with transparent reporting: baseline benchmarks, test design where feasible, and executive summaries finance could reconcile with CRM and commerce data.

The solution

Scored audit, tracking remediation, stack rationalisation, and a 90-day optimisation backlog

End-to-end audit: data layer, CRM sync, media accounts, creative lifecycle and governance.

Workshop findings with leadership; sequence fixes by impact vs effort; assign owners and success metrics.

Audit findings were scored by revenue impact, confidence and effort — then socialised in leadership workshops to secure resourcing for fixes.

Governance stayed lightweight but firm — decision rights, escalation paths, and one backlog prioritised by expected revenue impact.

Step 1: Audit report with scored recommendations

Findings ranked by revenue impact, confidence, and effort — socialised in leadership workshop.

Step 2: Tracking remediation

Conversion events rebuilt and validated in staging; regression checks after each deploy.

Step 3: Martech rationalisation map

Tool consolidation plan with owners, integrations, and sunset dates — reducing swivel-chair ops.

Step 4: Governance — naming, UTMs, experiment logging

Standards documented in wiki with templates — onboarding included for new hires.

Step 5: 90-day optimisation backlog

Each item had KPI, owner, and verification step — reviewed in bi-weekly optimisation stand-ups.

Business impact

Outcomes that showed up in dashboards, sales conversations, and the next planning cycle

24%

Media efficiency improvement after quick-win implementation

−18%

Martech licence waste identified and removed

6 wk

To restored conversion tracking integrity on primary domains

Single source of truth for core conversions

Leadership aligned on one dashboard for board prep — reducing manual spreadsheet reconciliation.

Media efficiency from evidence-led reallocation

Quick wins recovered wasted spend within one quarter; structural fixes compounded in H2.

Lower SaaS spend with clearer ownership

Retired redundant licences without losing capabilities — finance tracked savings explicitly.

* Programme results vary by sector, offer and market conditions. Metrics reflect client-approved reporting periods.

Martech audit unlocks 24% efficiency gain through stack consolidation