Ever stared at a marketing dashboard and felt like you were reading hieroglyphics? Numbers everywhere, arrows pointing up and down, percentages with too many decimal places–it’s easy to get lost in the data.
But here’s the thing: a dashboard full of data isn’t intelligence. Knowing what to do with it is.
That’s where our Business Intelligence practice comes in. And leading the charge? Allison Hartrich, our new VP of Business Intelligence. She’s been building this practice into something that goes far beyond tracking campaign performance.
Marketers often treat business intelligence like a glorified report card–measuring clicks, conversions, and engagement rates. Useful? Sure. But real business intelligence isn’t about looking back; it’s about looking ahead.
To turn insight into action, we create learning agendas. We don’t just A/B test for incremental improvements. We build strategic learning agendas that guide everything from creative and channel updates to new media partnerships. This approach connects front-end metrics like clicks and conversions to actual business outcomes, turning every campaign into an evolving roadmap that drives tangible impact. Because for us, marketing isn’t just about traffic–it’s about transactions.
Want to outsmart your competitors? Don’t just track their marketing moves–predict them. That’s how we approach competitive intelligence at Mighty Union. We analyze where they’re spending, forecast where they’ll go next, and help our clients get there first. In one case, we uncovered inefficiencies in a client’s go-to-market strategy, restructured their budget, and turned wasted spend into smarter investments.
And then there’s audience intelligence–one of our favorite marketing tools. Most teams build personas. We build real, living, breathing profiles. We’re talking deep dives into LinkedIn activity, industry publications, events they attend, even their personal passions. For one client, we targeted a key decision-maker who was an avid cyclist and connected through a major race sponsorship in their area. That’s the difference between generic outreach and strategic influence.
All of this–the competitive insights, measurement strategies, and audience intelligence–comes together in a system designed to make marketing not just more effective, but more intelligent. We make the full ecosystem work smarter by blending industry, audience, and competitive intelligence: the ultimate trifecta for messaging and marketing opportunities. It’s about thoughtful planning for channels and media, continuously delivering ROI, and always learning.
And under Allison’s leadership, this practice is growing fast. She’s been shaping how we use data, turning raw information into insights that actually move the needle for our clients.
So while we love data, we love what it can do even more. And with Allison at the helm, our Business Intelligence practice isn’t just about reviewing data and reporting the past–it’s about shaping the future.
