Authors: Akashdeep Singh, Ansh Gupta, Anmol Goyal
Abstract: This research paper presents a comprehensive analytical study on strategic campaign restructuring and multi-level segmentation within a revenue intelligence ecosystem. The research was conducted during an industry-integrated business analytics engagement at Reviniti, a revenue intelligence platform developed by 1DigitalStack. The study investigates KPI-driven dashboard optimization, marketing attribution analysis, campaign ROI evaluation, cohort analysis methodologies, data validation procedures, and automated reporting frameworks. The implementation integrated Microsoft Excel, Google Sheets, Metabase, and the Reviniti platform to support analytical processing, visualization, and stakeholder reporting. The project identified major gaps in last-click attribution models and introduced structured multi-touch attribution methodologies for improved revenue allocation. Significant business outcomes included an 18% reduction in cost per acquisition, a 40% increase in dashboard adoption among non-technical stakeholders, a 31% improvement in lead-to-close ratio, and an over 80% reduction in reporting cycle duration. The paper demonstrates the practical significance of structured business intelligence systems, dashboard-centric architectures, and KPI-driven decision-making frameworks in optimizing marketing performance and operational efficiency.
DOI: https://doi.org/10.5281/zenodo.20179426
