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Marketing

For growth marketers and demand gen teams measuring campaign performance and attribution.

Try These First​

Open the agent and ask:

Which campaigns have the best lead-to-customer conversion?
Show me cost per lead by channel for the last quarter
Build a multi-touch attribution report for won deals

Key Tables​

TableWhat's in it
campaignsCampaign metadata, spend, dates
leadsLead records with source and status
touchpointsMulti-touch attribution data
opportunitiesPipeline tied to leads
accountsConverted customers with ARR

Common Workflows​

Campaign performance​

Ask the agent:

  • "Show me ROI by campaign for Q4"
  • "Which channels have the lowest cost per SQL?"
  • "Compare conversion rates: paid search vs organic"

Attribution analysis​

Understand which touchpoints drive revenue:

Show me first-touch vs last-touch attribution for closed-won deals
What's the average number of touchpoints before conversion?

Funnel metrics​

Track the marketing funnel:

Show me conversion rates: Lead → MQL → SQL → Closed Won by channel

Defining Marketing Metrics​

Save your key metrics to the semantic layer:

measures:
  - name: cost_per_lead
    type: number
    sql: "SUM(spend) / NULLIF(COUNT(DISTINCT lead_id), 0)"
    description: "Total spend divided by leads generated"

  - name: lead_to_customer_rate
    type: number
    sql: "COUNT(DISTINCT CASE WHEN status = 'won' THEN lead_id END)::float / NULLIF(COUNT(DISTINCT lead_id), 0)"
    description: "% of leads that become customers"

  - name: pipeline_influenced
    type: sum
    sql: amount
    filters:
      - sql: "campaign_id IS NOT NULL"
    description: "Pipeline value from campaign-attributed leads"

Next Steps​