Case Study
Cross-Channel Marketing Analytics
Optimizing ad budgets across Meta, Google, and feeds.
Arturo led cross-channel marketing dashboards for eBay Emerging Markets (Mexico, SA, Poland, Ireland, Argentina), balancing efficiency with sustainability.
Key Results
The Transformation
The Challenge
When COVID hit in early 2020, eBay Classifieds' Emerging Markets business (Mexico, South Africa, Poland, Ireland, Argentina) saw demand patterns shatter overnight. Real estate listings dropped as viewings became impossible. Auto sales collapsed as dealerships closed. The CFO and country GMs needed answers fast: Where should we cut spend? Where should we double down? Which channels were still delivering ROI?
But marketing data was scattered across platform silos — Meta spend in one dashboard, Google Ads in another, feed performance in a third, and Google Analytics attribution in yet another. Nobody had a unified view of cross-channel performance, and the pre-COVID benchmarks everyone relied on were suddenly meaningless. Each GM had a different interpretation of which channels were working, based on whichever partial data they happened to have access to. The finance team was making budget cut decisions without visibility into channel-level ROI, risking cuts to channels that were still performing while keeping spend on channels that had collapsed.
Our Approach
We moved fast because the business couldn't wait for a perfect solution. Within the first two weeks, we connected Meta Ads, Google Ads, product feed performance, and Google Analytics attribution data into unified Tableau dashboards — one per market, plus a consolidated executive view.
The architecture was deliberately pragmatic: Looker Studio for quick prototypes that GMs could access immediately, Tableau for the deeper analytical views that the CFO and finance teams needed for budget reallocation decisions. We built the dashboards to refresh weekly and designed them around the questions leadership was actually asking: Which channels still convert? At what cost? How does this week compare to pre-COVID baselines and to last week's trajectory?
The trickiest part was attribution. Each market had different channel mixes and different customer journeys. We built market-specific attribution models that weighted touchpoints based on local behavior patterns rather than applying a single global model. In Mexico, for example, feed-based channels (Trovit, Mitula) drove a higher share of qualified traffic than in Poland, where paid search dominated. These differences meant budget reallocation recommendations varied significantly by market.
We ran weekly optimization cycles: pull the data Monday, analyze Tuesday, present recommendations to GMs Wednesday, implement budget shifts by Thursday. That cadence gave the business 4 optimization cycles per month instead of the quarterly reviews they'd been running pre-COVID. The speed mattered because market conditions were changing weekly — a channel that was performing well one week could collapse the next as new lockdown measures were announced in different countries.
The Outcome
The cross-channel dashboards delivered 10-18% ROAS improvement across the 5 markets over 6 months. The range reflects genuine market differences — South Africa saw the largest gains because pre-COVID spend had been least optimized, while Ireland's improvement was more modest because the channel mix was already relatively efficient.
Beyond ROAS, the dashboards changed how the CFO managed budgets during the crisis. Instead of across-the-board cuts, the team made surgical reallocations — shifting spend from channels with collapsing conversion rates to channels showing recovery signals. GM reporting went from monthly PowerPoint decks assembled over days to self-service weekly dashboards. Several GMs told us it was the first time they could see their full marketing picture in one place. The dashboard framework outlasted the pandemic — it became the standard reporting infrastructure for Emerging Markets marketing. The weekly optimization cadence we established during the crisis proved so valuable that the team continued it post-COVID, making it a permanent part of how the marketing organization operated. The infrastructure we built under pressure became the foundation for a more data-driven marketing culture — one where budget allocation decisions were made on evidence rather than historical precedent or the loudest voice in the room.
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