Marketing technology
Marketing technology and analytics you can trust when the budget is on the line.
Every marketing decision depends on data, and most of that data is incomplete because the website, the CRM, the ad platforms and the reports were set up separately, so we connect them and make the numbers reliable from the first click to closed revenue.
Marketing technology is led directly by GoodYou Marketing. See GoodYou's marketing technology work →
What's included
Here is what a marketing technology engagement can include.
Some clients need a single tracking problem fixed and others need their whole stack rethought, so we begin by finding out which you have.
Martech audit and roadmap
We review your platforms, data flows and tracking, then lay out a practical plan for what to fix, connect or replace.
Analytics setup
We configure GA4 and tag management so events, conversions and audiences are tracked accurately.
Attribution and revenue measurement
We preserve lead-source data from the first visit through the CRM, so you can see which marketing produces pipeline and revenue.
CRM and automation
We set up and integrate HubSpot and other CRMs with lead routing, scoring and automated follow-up.
Platform integration
We connect your website, forms, ad platforms, email and CRM so data moves between them without manual exports.
Reporting and dashboards
We build automated reports that answer the questions your leadership actually asks.
Privacy and consent
We implement cookie consent and tracking that respect privacy rules without losing the data you're allowed to keep.
How it connects
Good data makes every other part of your marketing smarter.
Media teams can only optimize toward what's tracked, and growth teams can only test what they can measure, so weak analytics quietly limit everything else. Drystone's analytics engineers work directly with the paid media, web and growth teams, so the tracking is built for the decisions those teams make every week.
How it runs
Every marketing technology project moves through four stages.
- 01
Audit
We review your tools, tracking and data and document what's broken, missing or duplicated.
- 02
Design
We map how data should flow and what should be measured, and you approve the plan.
- 03
Implement
We configure, integrate and test, and we validate the data against your own records before calling anything done.
- 04
Report and support
We deliver the dashboards, train your team and stay available for changes as your tools and campaigns evolve.
Who it's for
This work fits organizations that don't trust their own numbers.
- Your ad platforms, analytics and CRM all report different results.
- Leadership asks which marketing produces revenue and nobody can answer with confidence.
- Your team spends hours each month building reports by hand.
- You've added tools over the years and they no longer work well together.
We work with companies, nonprofits and healthcare organizations across New England, and our analytics specialists also support agencies and in-house teams nationally. Clients come to us when they want the technical work done properly and explained in plain language.
Questions
Here are the questions we hear most about marketing technology.
Which platforms do you work with?
We work across the common marketing stack, including GA4, Google Tag Manager, HubSpot, Salesforce, the major ad platforms and most email and ecommerce systems, and we'll tell you if a tool isn't the right fit.
Why don't our ad platform numbers match our analytics?
Each platform counts conversions in its own way, and tracking gaps make the differences worse, so we fix the gaps and set a single source of truth for reporting.
Do we need to replace our CRM?
Usually not, because most problems come from how a CRM is set up rather than the CRM itself, and we'll recommend a replacement only when it clearly pays for itself.
How long does an analytics setup take?
A focused tracking fix can be done quickly, while a full attribution and reporting build takes longer, and we'll give you a timeline after the audit.
Will you train our team?
Yes, every engagement includes documentation and training so your team can use and maintain what we build.
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