https://www.sakurasky.com/tags/business-intelligence/Recent content in Business-Intelligence on Sakura Sky: Cloud, Data, SecurityHugoen-USSakura SkyThu, 25 Jun 2026 00:00:00 -0400https://www.sakurasky.com/blog/marketing-data-part-3/Thu, 25 Jun 2026 00:00:00 -0400https://www.sakurasky.com/blog/marketing-data-part-3/<style> .series-pull-quote { float: right; clear: both; width: 340px; margin-left: 2rem; margin-bottom: 1.5rem; border: 1px solid #e9ecef; border-radius: 6px; overflow: hidden; background-color: #ffffff; position: relative; z-index: 20; } @media (max-width: 768px) { .series-pull-quote { float: none; clear: both; width: 100%; margin-left: 0; } } .series-header { background-color: #f8f9fa; color: #6c757d; font-size: 0.65rem; font-weight: 700; letter-spacing: 0.05em; padding: 0.8rem 1.25rem; border-bottom: 1px solid #e9ecef; } .part-label { display: block; font-size: 0.6rem; color: #adb5bd; margin-bottom: 0.15rem; text-transform: uppercase; } .nav-link-text { font-size: 0.85rem; line-height: 1.4; color: #495057; text-decoration: none; position: relative; z-index: 21; } .active-part { border-left: 4px solid #000 !important; background-color: #ffffff !important; } .active-part .nav-link-text { font-size: 0.9rem; font-weight: 700; color: #212529; text-decoration: underline; text-underline-offset: 3px; } .locked-part .nav-link-text { color: #ced4da; } .list-group-item { border-bottom: 1px solid #f8f9fa; padding: 1rem 1.25rem !important; } </style> <aside class="series-pull-quote shadow-sm"> <div class="series-header"> READ MORE IN THIS SERIES </div> <div class="list-group list-group-flush"> <div class="list-group-item "> <div class="d-flex justify-content-between align-items-center"> <div> <a href="https://www.sakurasky.com/blog/marketing-data-part-1/" class="nav-link-text">Part 1 - Every Marketing Question Is Eventually a Data Question</a> </div> </div> </div> <div class="list-group-item "> <div class="d-flex justify-content-between align-items-center"> <div> <a href="https://www.sakurasky.com/blog/marketing-data-part-2/" class="nav-link-text">Part 2 - The Single Customer View Project That Actually Ships</a> </div> </div> </div> <div class="list-group-item active-part "> <div class="d-flex justify-content-between align-items-center"> <div> <a href="https://www.sakurasky.com/blog/marketing-data-part-3/" class="nav-link-text">Part 3 - Why Most Marketing Dashboards Lie</a> </div> </div> </div> <div class="list-group-item locked-part"> <div class="d-flex justify-content-between align-items-center"> <div> <span class="nav-link-text">Part 4 - Consent Is Data Engineering, Not Legal</span> </div> </div> </div> <div class="list-group-item locked-part"> <div class="d-flex justify-content-between align-items-center"> <div> <span class="nav-link-text">Part 5 - Activation Is the Hard Part</span> </div> </div> </div> </div> </aside> <p>The marketing leadership pack shows MQLs (Marketing Qualified Lead) up 12% quarter on quarter. The CFO&rsquo;s pack, distributed the same morning, shows them down 3%. Both numbers come from the same source system. Both have been signed off by the analyst who built the report. Neither is wrong in the sense that either can be reproduced from the underlying data. They are answering slightly different questions, and the headers do not say so.</p>