Data and MarTech Audit

Find Out What Your Data Is Ready For

Photo of a hand-drawn chart on paper with the line trending upward from a low starting point, used as a visual metaphor for improving data and martech maturity over time.


A Data and MarTech Audit gives you an obligation-free assessment of your marketing and customer data setup, including how data is captured, stored, integrated, and governed.

In as little as 3–6 weeks you get a clear view of what is missing, what needs fixing first, and what your current setup can support, plus a fix list with estimated effort and expected impact.


Request an audit scoping call


What the audit covers

The audit is designed to assess readiness for advanced marketing analytics and identify the changes that matter most, so you can prioritise fixes before committing to more complex work.


Illustration representing audit inventory, used to show mapping of martech systems and data capture sources.

We map MarTech setup & data capture across CRM systems, web analytics, media platforms (paid & unpaid), customer databases, promotional calendars, etc.

The aim is to see what you have, how it’s structured, and whether it aligns across time, granularity, and definitions.


Illustration representing data assessment, used to show review of quality, availability, accessibility, and governance.

Next we review the data itself, focusing on:

  • Quality - accuracy, completeness, reliability
  • Availability - 2+ years of daily/weekly data for key KPIs, media, promos, major events
  • Accessibility - storage and ease of access
  • Governance - ownership, definitions, update process


Illustration representing system integration, used to show how tools and data flows connect across the stack.

We review how your tools and systems connect, looking for breaks in the data flow, data in silos, and manual steps that create risk.

We then assess whether the data can be centralised and normalised for analysis at the required frequency and granularity, and flag what is needed if it cannot.


Illustration representing recommendations, used to show prioritised fixes and roadmap planning after the audit.

Finally, we turn the findings into a practical roadmap, including short-term fixes (e.g. tracking, taxonomy), medium-term improvements (e.g. aligning owned & paid data streams), or more strategic changes like warehouse consolidation or platforms integration.

Where needed, I phase the work so you can move forward without overloading internal teams.


How I work

Discovery Sessions

  • Collaborative conversations to map current systems, priorities and known pain points

Assessment Analysis

  • Evaluate how data is collected, stored, updated & connected

  • Typically covering marketing platforms, CRM systems, web analytics tools and data warehousing

Audit Report

  • Plain English report, outlining what is ready to use, what is missing or unreliable and what needs work

Implementation

  • Coordinate with internal analysts and/or external agencies to validate findings

  • Support execution where needed


FAQ

By the end of the audit, you should know whether your current setup is ready for work like MMM or testing, where the main gaps are, and which fixes matter most.

That helps separate urgent blockers from lower-priority improvements, so you know what to fix first and what can wait.

Most audits are completed in 3 to 6 weeks, depending on number and complexity of data sources, team availability, access to documentation and systems, and the number of platforms involved.

This audit focuses on how well your data and martech setup supports business decision-making, especially where advanced analytics is concerned. It is less about technical compliance in isolation, and more about whether your current setup can support work like MMM, testing, or customer analysis.

We typically need access to your core performance data - KPI data, channel-level spend and delivery, plus promo or key events calendars where relevant.

We’ll also need one or two point people, usually from marketing, analytics, or data engineering, to help align definitions, answer questions, and validate outputs as the project progresses.

In practice, that means around 2 to 4 hours a week from the right people during the first month, then lighter involvement once the project is up and running.

Not always. In many cases, marketing and analytics teams have enough visibility to get started. It becomes more important to involve technical leads when the audit points to structural changes, integration issues, or system upgrades.

Yes, and many clients do. It’s a low-risk way to explore what’s possible before committing to more complex workstreams like MMM or Geo Testing.

Absolutely. Many clients treat it as the first phase of a wider engagement. It reduces risk, speeds up delivery, and ensures future work is built on solid ground.

No. Whether you’re early-stage or already working with agencies or contractors, this audit helps set a clearer path for anyone working with your data.

No, you can treat the audit as a diagnostic report. However, the real value comes when you act on its findings to make your data and tech setup reliable for advanced analytics.

You can use the findings in-house or continue working with me to prepare for specific projects like marketing mix modelling, incrementality testing, or customer segmentation. The audit helps ensure you start those with confidence.