Alisira OÜ: Most Marketing Dashboards Miss Crucial Decision-Making Metrics

Alisira OÜ has released an analysis identifying a common issue in marketing reporting: vast amounts of data are collected, yet the metrics most critical for decision-making often remain hidden.

The review indicates that many marketing teams’ reporting tools display volume metrics like impressions and clicks but fail to answer the fundamental question of whether marketing efforts are truly impacting business results. Deeper analyses, such as measuring the actual contribution of various channels to customer acquisition or customer lifetime value, require more effort and are consequently often excluded from reports, despite being key figures for management.

Alisira OÜ highlights several metrics that are underrepresented in standard marketing reports. These include cross-channel attribution (rather than relying solely on the last click), customer lifetime value by acquisition source, time to conversion, and assisted conversions where channels influenced a sale without being the final touchpoint.

The underlying causes are often fragmented measurement systems. According to Nielsen, only about a third of marketers measure their media spending across both digital and traditional channels. Alisira OÜ suggests this is less a tooling problem and more a structural one: organizations lack a clear workflow for reconciling and validating data before it reaches decision-makers in a usable format.

The company believes the trend in marketing reporting is shifting towards smaller, more deliberately chosen sets of metrics that directly support business objectives. Alisira OÜ plans to continue publishing analysis on marketing measurement practices.