RECENT WORK
Real problems.
Useful results.
Selected marketing, data, and growth engagements built to help established businesses make clearer decisions and move faster.
Much of our work happens behind the scenes. Client details are intentionally limited, but the problems, work, and results are real.
$5M+
in annual advertising connected to
downstream business outcomes
CLIENT: NATIONAL HOME-SERVICES FRANCHISE
Building decision-grade attribution from fragmented data.
Lead-cost reporting existed, but inconsistent tracking and a complex custom CRM made it difficult to connect advertising with booked jobs and revenue. Web Gumption built the data foundation to bridge that gap.
The problem
CPA reporting stopped at the lead and could not reliably explain revenue.
The work
Marketing warehouse, CRM integration, 30-day attribution model, and executive dashboards.
The impact
Budget now moves toward channels and services producing stronger job value and ROAS.
12 locations
covered by unified reporting
1,400+
booked jobs in a sample month
~$900K
attributed monthly sales
Client: Digital agency · ~50 brands
From assembling reports to asking better questions.
A reporting operation built on Supermetrics and manually maintained sheets became an AI-ready data foundation spanning hundreds of sources and sixteen marketing platforms.
614 data sources + Shared definitions = Dashboards + AI analysis
Standardized at the source
Field mappings, custom dimensions, calculated metrics, and reusable fields create a clear ontology across platforms.
Built for two audiences
Customized client dashboards provide clarity externally while internal views give teams the detail needed to act.
Made useful with AI
Teams can interrogate their own marketing data, accelerate analysis, and generate more detailed monthly presentations.
DTC E-COMMERCE
From consulting partner to embedded growth leader.
An initial Web Gumption engagement evolved into a seven-year leadership role responsible for paid media, analytics, retention, marketplaces, and the systems supporting profitable scale.
$4M
10x
$42M
ADDITIONAL OUTCOMES
Focused changes. Measurable movement.
$26 $9
Legal lead CPA reduced while lead volume increased threefold.
45 305
Daily e-commerce email signups through popup optimization and A/B testing.
60 400
Monthly event-rental quote requests, representing more than $500K in quoted value.
