Custom dashboards for faster insights and a single source of truth

Most growing businesses don't have a data shortage. They have a data connection problem. Every platform reports its own version of the truth, and no one has time to reconcile them.

• Meta says one number, Google Ads says another, Shopify says a third.
• Someone loses hours every week exporting CSVs and pasting them into spreadsheets that no one understands.
• You know your revenue, but not what it truly costs to acquire a customer.
• Your reports are full of clicks and impressions, not profit.

Good decisions need one version of the truth. That's what we build.

Our founder, Jeffrey Pinnow built and led data teams at two companies valued at over $4 billion each, owning the dashboards, models, and reporting for executives used to make decisions at scale.

Now that same rigor is available to growing businesses, without the six-figure consulting invoice or a six-month implementation.

• Budget sized to your business. We set spend from your margins and what a customer is worth, not a percentage-of-revenue rule or whatever the platform recommends.
• You work with the person who builds it. No hand-offs to a junior account team.
• Tool-agnostic recommendations. We recommend the platform that fits your data and budget, not the one we resell.
• You own your own data. Our dashboards connect to where your data lives in accounts you own. No more being held hostage.

Every dashboard we build is anchored to a handful of numbers. These are the ones that tend to decide what a business should do next, and what each one really means.

Marketing efficiency ratio (MER)

Total revenue divided by total marketing spend across every channel. Unlike channel-level ROAS, MER can't be inflated by platforms claiming credit for the same sale, which is why it's usually the first number we put on an executive dashboard.

Blended customer acquisition cost (CAC)

Total sales and marketing spend divided by every new customer acquired, regardless of channel. Platform-reported CAC almost always looks better than blended CAC, and the gap between the two is one of the fastest ways to spot where a reporting problem is hiding.

Contribution margin.

Revenue left after the variable costs of delivering a sale: product cost, shipping, payment fees, and returns. Reporting on revenue alone can make a product look like a winner when it loses money on every order, so we model margin by SKU wherever the data allows.

Customer lifetime value (LTV).

The total margin a customer generates across their whole relationship with you, not just their first order. It's what determines how much you can afford to pay to acquire someone, and it's the number most small businesses have never actually calculated.

Share of search.

Your share of total search volume or search result visibility in a category, on Google or on a retailer like Amazon. It moves before revenue does, which makes it one of the few genuinely useful leading indicators.

Dashboard versus report.

A dashboard is live and always on, so anyone can check where things stand right now. A report is a point-in-time analysis that explains why something happened and what to do about it. Dashboards without analysis tend to get ignored by month three.

Based in Fort Wayne, we help businesses across the region make better decisions with their data, on-site when it helps and remotely when it doesn't.

Discovery sessions and dashboard training can happen in person or remotely, with build work done remotely.

Our home market is Fort Wayne and Northeast Indiana, including New Haven, Huntington, Auburn, Angola, Kendallville, Warsaw, Columbia City, Decatur, and Bluffton. We also serve businesses in Northwest Ohio, and Southern Michigan.