Published
“Marketing analyst”: a role that sees the numbers and not the leads
The office owner can open the statistics screen and the aggregate export to whoever runs the advertising, with no access to leads, personal data or money.
The advertising of an office is usually run by someone from outside, and that work needs three things: the funnel, the “source · campaign · UTM” breakdown, and an answer to whether the leads are being handled at all. Until now all of it opened only to someone who had the right to read leads, and with that right come the list, the cards, the phone numbers and the texts people wrote. The choice, in other words, was between seeing nothing and seeing everything.
There is now one more access level, “Marketing analyst”. Whoever is given it sees the “Statistics” screen in full: the tiles, the funnel for the period and the breakdown by source, campaign and UTM, across all the language lines of the office at once, including the leads marked as not relevant, which are the clearest sign of the quality of a channel. For this role the tiles are not links: the number is shown, the way into the list behind it is not.
What is closed to the role: the lead list and the search, the export of leads, every settings screen, the access log and the consent log. An individual lead card answers “page not found” rather than “no access”, because an answer about access would confirm that this particular lead exists. The money of the office — the deal amount, the estimate, the fee and the pipeline — is not visible under any setting, including when the office has the amounts block turned on, and the breakdown by member of staff is closed as well.
Next to the period switch on the statistics screen there is now a “Export summary figures” button. The file (CSV) holds exactly the numbers that are on the screen: one row per source and campaign, a total row and five funnel rows, with the shares in per cent. It has no row for any individual lead and no money column. Every export is written into the access log: who exported, when, and how many rows.
The owner adds a marketing analyst on the Settings → “Staff” screen like any other member of staff: an invitation by email, a password change at the first sign in, a mandatory second factor, and the sign in goes into the access log. Languages and extra rights are not configured for this role at all: its rights are fixed, and they cannot be widened by a checkbox ticked in error.
- A marketing analyst is not on the list of people a lead can be assigned to, and does not receive the morning summary by email.
- The absence of personal data in what the role sees does not rest on a human eye: an automatic check goes over the screen, over the data response and over the export file, looking for names, phone numbers, email addresses and the texts of enquiries.
- The help section has an article about the role: who it is given to, what it sees, and what it does not see and why.
If whoever runs the advertising needs the leads themselves, this role is not the answer: it exists precisely so that the leads do not have to be handed over.
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