How a custom data visualization platform transformed fragmented marketing data into a unified analytics engine — eliminating manual reporting and unlocking smarter decisions across every channel.
ESO is a leading provider of software solutions for emergency medical services, fire departments, hospitals, and government agencies — built on the belief that data saves lives. As their digital marketing investments scaled, so did the complexity of measuring them.
The challenge was multi-layered. Different teams needed website data for different purposes — campaign attribution, website performance, UX and CRO insights — but they were all working from disconnected sources. Data lived across multiple platforms with no unified view, and pulling it together required hours of manual work each week.
Decision-makers lacked visibility into overall marketing performance. Without a consolidated picture, budget allocation was based on gut instinct rather than evidence, and the lag between data collection and reporting meant opportunities were being missed in real time.
ESO needed a solution that wasn't just a dashboard — it needed to change how their entire marketing organization related to data.
Rather than building from assumptions, the FTF team conducted in-depth discovery sessions with each department to understand their unique data needs, reporting bottlenecks, and the KPIs that actually tied back to business outcomes. We mapped every workflow that touched data.
We designed a custom Looker Studio dashboard that aggregated data from all digital marketing channels into one unified interface — paid media, organic search, web behavior, and audience segmentation. One hub. Every signal. No more toggling between platforms.
We built in cross-channel views that surfaced patterns not visible in siloed reporting — connecting paid media investment directly to organic lift, attributing conversions across touchpoints, and visualizing audience behavior from first click through to qualified lead. The dashboard didn't just report; it recommended.
With a unified data platform in place, ESO gained capabilities they didn't have before — including the ability to leverage 6sense intent data and behavioral signals for sophisticated remarketing campaigns. The infrastructure became a growth enabler, not just a reporting tool.
"The dashboard has become a central reference point that aligns different departments around consistent metrics and goals — we're all finally speaking the same language."
— ESO Marketing Team