Latticework Agency: An Always-On Data & Analytics Team that Delivers Insights & Technology Every Single Week

In 2022, all the smartest brands have come to realize that investments they make in Insights & Analytics yield outsized results.

They’re all drowning in data, but they’re also drowning in data sources!  Generally between 20-30 totally disconnected data sources to be exact.  So the experience of receiving clear-eyed insights from Data & Analytics experts who can stitch together multi-data-source stories, is a truly breakthrough experience for companies.  It is akin to the “magic” that people experience working with great Creative Directors, and the “performance” they experience with great Media Buyers.  It is an experience of alchemy.  One that is difficult to replicate in-house.  It is an experience that - similar to Creative and Media - needs time and attention every week, every month, and every quarter.

An insight could be anything from a description of an Audience Persona to the calculation of an LTV:CAC Ratio.  But because of the proliferation of data sources, nowadays “companies need to build a latticework to get to the insight”.  These teams need to do Custom Data Extraction (ETL) to ingest data from 20-30 different SaaS platforms…and to test new SaaS platforms every day.  They need to build Custom Data Visualization (BI) to answer this week’s questions…and to prep for the flood of follow-up questions coming next week.  Or they’re developing doing Custom Data Integration (SQL) joining together Marketing, Operations, Finance, and 3rd party data…and there’s constant investment in database development needed to keep them competitive.

These two broad disciplines - building Latticeworks of ETL Pipelines, Databases, & Dashboards and the generation of Insights by Analysts, Data Scientists, & Storytellers - are intimately related to each to each other. Getting good insights requires that the data integration component is solved. And the technology behind the data needs smart human domain-experts to pull out the “Ah-Ha” moments.

But similar to Create and Media, the service of Data & Analytics needs to be always-on. There’s always another follow up question, another data source, or another marketing playbook that’s being tested. There needs to be a team that’s dedicated to this ongoing process of reassembling data as well as generating ground-breaking insights.

The combination of all these skills, packaged into an always-on format is an absolute necessity in 2022.  But how is a brand expected to manage all of this cutting edge Data Extraction, Data Visualization, and Data Integration expertise, while still staying focused on being a cutting edge brand?  The smartest brands today are incredible at running sports leagues, selling cruises, pouring coffees, and running social networks.  Doesn't it seem insurmountable for them to also be incredible at Analytics?

** This is exactly why we created Latticework Agency!

Latticework Agency is a brand new service that bundles together all of Latticework’s super-skills such as Data Extraction, Data Visualization, and Data Integration and exposes them as a service to brands that need this work done every day, every week, and every quarter.

It directly addresses the emerging agony that brands face managing not just the amount of data but the amount of data sources.  Any important Analytics question today requires the skill  to integrate multiple data sources together, to weave them together into a coherent story, and to present them to stakeholders in the language they understand.  

Attributing Marketing to Sales - Want to understand which marketing efforts are driving conversions?  You’ll need to link together data sources like Facebook Ads, Google Ads, Trade Desk, Google Analytics, Mailchimp, Salesforce, Amazon, and Shopify.  Many of these sources are incompatible “walled gardens” that require technical expertise and a strong POV that comes from domain expertise.

Calculating LTV:CAC - Want to understand if your aggregate marketing spend is generating healthy long-term revenue?  This requires integrating front and back office data like Stripe, Recharge, QuickBooks, and custom data feeds from Agency & Affiliate partners.

Quantifying Retention & Churn - What to understand what drives loyalty to your brand and keeps customers buying more?  Now you’ll consider adding customer experience and customer support data sources like Segment, Salesforce, Intercom, Qualtrics, Jira, and 3PL data.

Describing an Audience Persona or Industry Trend - Need to understand what’s happening outside of your company’s walls?  Integrating 3rd party data like Nielsen, Comscore, YouGov, US Census, and any number of esoteric 3rd party data sources, white papers, or anecdotes.

Now imagine doing all of this by having to manually download all your data every time you have a question. Or by diving directly in SQL to build the queries yourself. Or by having a highly technical team that lacks domain expertise in your industry. Or builds some software for your team and then disappears when you have follow up questions.

We’ve seen it a million times.  These integration tasks are a tall order.  And even once a brand’s initial setup is completed, there’s always follow-up questions that need addressing, there’s always new SaaS products or API’s to incorporate, and there’s always emerging best practices and techniques to try out.  This requires constant investment to stay current.  It requires strong partners who are there alongside you for the long haul.

Latticework Agency takes the agonizing pain out of reassembling all your Marketing, Sales, Operations, Financial, & 3rd Party data and helps your company “Reconnect the Dots”.  Latticework Agency staffs a lean team of experts to work alongside yours, and helps you get to the next stage in your growth.

But the type of Latticework they need, depends on their phase of growth.  This is why we’ve developed specific packages - from Lite, to Basic, to Advanced to Agency -  custom-tailored to your brand’s growth stage, and ushers you up the ranks until you’re ready to be delivering data-driven Insights on a daily basis.

When companies are ready to transform their brand into a data-driven organization of the future, we graduate them to Latticework Agency.  They need to build ad-hoc ETL pipelines to import data from new SaaS platforms.  They need to run ad-hoc analytics to support A/B testing.  And they need to run complex SQL queries or transformations to support a new use case.

At Latticework, we’ve spent the last 5 years coaching over 60 brands how to get value out of their data.  We’ve found that because the data ecosystem is so fragmented, and because the complete picture of a brand is splintered across so many platforms, that brands need to build a Latticework to get the Insight.  Data has become *disconnected*.  Great ideas are buried in 20-30 different databases.  So now brands need to do great Data Extraction, Data Visualization, and Data Integration to keep their brands competitive.

And they need to do these things consistently.  Every day.  Every week.  Every Quarter.  At every twist and turn in the road!

So if you’d like to try Latticework Agency, click the link below to book a free consultation.

And we’ll have you and your brand up and running fast.