By: Kelsey Connolly, Head of Insight, and Kevin Hughes, VP, Head of Performance
Data isn’t binary, at least we don’t think it should be. There are wins and losses hidden in the rows of exported data that can offer direction and answers when analyzed properly. Agency reporting has become a bloated stack of dashboards, API connectors, and hollow charts that rarely capture the essential movements of the KPIs that will make or break a business’s goals for the year. Our industry (most industries) are maximalist tech at the moment, and while there are plenty of interesting new tools that can source and interpret data Logical Media Group is helping our clients rediscover the simplicity of narrative in data.
The Problem with Siloed Success
Too often, agencies talk about performance in channel-specific terms: how a Google campaign performed, what was launched on LinkedIn, or how much content was produced. This narrow view can mislead marketers into believing a channel is successful based purely on its isolated metrics, ultimately causing budgets to be misallocated and revenue opportunities lost.
“But those are outputs, not outcomes,” Kelsey says. “They don’t tell you what impact the work had on the business.”
“What we’re hearing from clients – and what we’ve seen firsthand – is that brands aren’t just craving execution, they’re craving ideas,” adds Kevin.
They want partners who come to the table with a business objective in mind and say, “Here’s how we’re going to grow your traffic,” or “Here’s how we’ll increase your lead volume.” That’s the kind of cross-channel support that’s often promised but rarely delivered.
And that’s the gap we’re closing.
Real Strategy Starts with Real Insight
Insight isn’t just a deliverable. It’s a practice. Our Insight product specifically includes structured strategy workshops and clear, narrative-driven cross-channel reports that distill complex data into actionable next steps, explicitly linked to client business objectives. It’s how we tie together what’s happening in performance – good or bad – and extract what it means for the next phase of strategy. At Logical, we’ve built a cadence that makes space for this. We create room to ask: What happened? Why did it happen? And what are we doing about it?
This isn’t about perfection. It’s about iteration. If a campaign doesn’t perform as expected, it’s not a failure. It’s an opportunity to course-correct and prove our value by applying what we learned. And when performance does go well, we dig into why it worked, and how we can replicate that success.
De-Siloing for Better Outcomes
We’ve restructured how our internal teams work – intentionally moving away from a siloed model. Every strategist at Logical is trained to understand cross-channel behavior, not just their own vertical. That’s because great performance doesn’t live on one channel. It lives in how all channels play together.
By connecting the dots and integrating our reporting process, we’re not just checking the box on attribution – we’re offering a full-funnel view of what’s driving business results. This lets us get ahead of issues, proactively shift budget, and make decisions in service of real outcomes – not just channel metrics.
AI as a Force Multiplier (Not a Replacement)
One of the most transformational shifts we’ve seen is how AI has changed our deliverable capacity. We can now produce far more, far faster – but we’re clear-eyed about what that means. For instance, AI-powered tools have reduced our report creation process from days to hours, dramatically increasing our capacity to focus on strategic insights, hypothesis development, and creative planning.
“AI doesn’t replace strategy. It amplifies it,” says Kelsey.
“What AI gives us is the ability to spend less time on production and more time on strategy, insight, and creativity – the areas that actually drive performance. That’s where our team adds the most value,” says Kevin.
Walking the Walk
It’s easy to talk about being outcome-focused, but execution is where most agencies fall short. That’s why we’ve committed to showing, not telling.
In future conversations, we’re excited to share the actual templates we use, the reporting frameworks we’ve built, and examples of how we’ve shifted campaigns mid-flight based on insight. For example, when a recent paid-social campaign showed early signs of declining performance, our Insight team quickly flagged the issue and redirected investment toward paid search channels. This agile shift resulted in a 20% improvement in conversions for that month. Because theory only goes so far. We want our clients – and our peers – to see how this works in practice.
If you’re a brand looking for a marketing partner who leads with insight and delivers on business outcomes, let’s talk. And if you’re a strategist or marketer who wants to push beyond the status quo, we’d love to connect.
We’re not here to do more of the same. We’re here to do better – together.
Key Takeaways:
- Traditional, siloed reporting obscures true business impact.
- Insight delivers actionable, cross-channel analysis tied directly to business goals.
- AI accelerates reporting, freeing your team for strategic, creative efforts.
- Logical Media Group prioritizes measurable outcomes, supported by real-time data adjustments.
