From data chaos to clarity: How Norstella unified marketing performance with Tableau

For Norstella’s marketing team, reporting had become a scavenger hunt. Data lived across multiple systems, filters didn’t align, and every “simple” question about performance meant another round of manual pulls, spreadsheets, and late nights reconciling mismatched numbers.

It wasn’t that the data didn’t exist, it just wasn’t telling the full story. Attribution stopped at the lead source, leaving no real visibility into how campaigns, channels, and touchpoints actually influenced opportunities and revenue. Leaders wanted answers faster, but the team was trapped in fragmented systems and inconsistent reports.

Sojourn partnered with Norstella to change that. Not just by building dashboards, but by redefining how marketing performance was understood across the organisation.

We began by bringing order to the chaos. Using data from Snowflake, we built a set of Tableau dashboards that became the single, central source of truth for marketing and funnel performance. Every metric, every definition, every filter - aligned and documented. For the first time, Norstella’s teams were speaking the same data language.

Defining the full marketing and sales funnel was a pivotal step. Together, we mapped every stage, agreed on conversion metrics and KPIs, and established the shared framework needed for true performance visibility. With that foundation in place, we introduced something entirely new to Norstella: Multi-Touch Attribution (MTA).

MTA changed everything. Instead of crediting revenue to a single lead source, Norstella could finally see how all channels contributed to the journey. With three attribution models ,first touch, last touch, and full path, leadership gained a balanced, transparent view of ROI across the board. No channel left behind.

We also built flexibility into the system. Drill-down functionality made it easy for users to self-serve insights and export targeted data subsets, while a rigorous validation process ensured every dashboard was accurate and trusted before launch.

Importantly, this wasn’t a “set it and forget it” project. We used an iterative, feedback-driven approach, engaging senior stakeholders early and often to ensure adoption. As a result, these dashboards aren’t just sitting in a shared drive somewhere, they’re actively used across teams and leadership meetings.

The impact has been transformative. Reporting that once took days is now accessible in seconds. Leadership can finally see the full funnel, from campaign to opportunity to ROI, and make investment decisions based on live, trusted data. And with plans to integrate email performance metrics next, Norstella is well on its way to having a truly unified marketing view.

This wasn’t just a technology upgrade; it was a mindset shift. Norstella’s marketing team moved from reactive reporting to proactive insight - from manually pulling numbers to trusting what they see.

The result? A faster, smarter, more confident marketing organisation, with data it can finally rely on.