A DTC brand replaced nine channel reports with one marketing dashboard.

The brand sells bedding, textiles and homeware online in six European countries, with most revenue coming through its own Shopify store. Its 14-person marketing team is organized by channel: paid social, paid search, TikTok, organic social, SEO, email and SMS, influencer partnerships, PR and web analytics. Each channel lead produced a weekly report in the tool they knew best, which meant nine decks, nine time ranges and nine ways of counting a conversion.

Added together, the ad platforms claimed roughly 1.6 times the orders Shopify recorded. Organic social reported reach and saves, SEO reported clicks, PR reported coverage counts, and nobody could say what any of it was worth in margin. The head of marketing spent most of Monday morning reconciling numbers before a single budget decision was made.

A new question made it worse. Shoppers had started asking AI assistants which duvet or linen brand to buy, and the team had no idea whether the brand appeared in those answers, or how often a competitor did instead. Search Console counts traffic from Google’s AI features inside the standard Web search type, so the effect was blended into organic clicks rather than visible on its own (see references).

The team connected Shopify, GA4, Search Console, Meta, Google Ads, TikTok, Instagram, Pinterest, its email platform and a press-monitoring feed in two days. Kimo built one marketing model on top: every order carries its contribution margin (product cost, shipping, discounts and refunds), and every channel maps into the same four columns — spend, attributed revenue, incremental signal and margin.

Organic and earned channels got honest measures instead of vanity ones. Organic social is scored on saves, shares and profile visits against each account’s own baseline, and on sessions it drives to the store. PR coverage is weighted by outlet reach and whether the article links to the site. For AI-search visibility, the team tracks a fixed panel of 120 buying questions across assistants each week and records whether the brand is mentioned, cited with a link, or absent. Research on generative engine optimization suggests content changes can shift that visibility materially, so the panel became a weekly KPI with an owner (see references).

Everything lands in a single command center. The top row answers “is marketing making money this week?”, the second row shows each channel against its own target, and anomalies are flagged with an icon and a short explanation. Ask Kimo answers follow-ups such as “Which Pinterest boards drove first orders last month?” with the SQL behind every number.