SMART — the marketing intelligence engine behind our client work
SMART is the marketing intelligence system CrissCross Lab builds every performance decision on. It pulls every channel, spend line and conversion signal into one model, spots what changed, and surfaces the decisions that move budgets — deployed inside the engagements where it makes the biggest difference.
What SMART is built to fix
Client data lives in ten places
Ad platforms, analytics, CRM and sheets never agree, so strategy was starting from a number nobody trusted.
Reporting was eating the week
We wanted our team interpreting performance, not assembling it.
Problems surfaced too late
By the time a dip showed up in a monthly deck, the budget was already spent.
What it does
Unified reporting
One canonical view across paid, organic, email and revenue for every client engagement.
Anomaly detection
Automatic alerts when a metric breaks its expected range.
Budget guidance
Reallocation suggestions based on marginal return, not last-click.
Cohort and LTV views
Acquisition quality tracked past the first purchase.
Channel attribution
Blended and platform views side by side, with the assumptions stated.
Scheduled digests
A written summary in the inbox or chat channel your team already uses.
How it runs
- 01
Connect
We link ad platforms, analytics, CRM and revenue sources.
- 02
Model
SMART normalises spend, currency, taxonomy and conversion definitions.
- 03
Detect
Baselines are learned per metric and per channel, then monitored continuously.
- 04
Decide
Recommendations arrive with the evidence attached, ready to act on.
Typical use cases
- Weekly performance reviews without manual reporting
- Catching creative fatigue before ROAS collapses
- Reallocating budget across channels mid-flight
- Board and client reporting from a single source
Who it is for
- Performance marketing retainers
- Growth strategy programmes
- eCommerce acceleration work
- Brand and media audits
Questions we get asked
How do we get SMART on our account?
It is part of the CrissCross Lab service cohort and is deployed inside client engagements where it adds the most value.
How do I get access to SMART?
It is included in relevant marketing, performance and growth engagements. We scope its use during discovery based on your data landscape and decision cadence.
Does SMART replace our analytics stack?
No. It sits on top of it. Your platforms remain the system of record; SMART is the decision layer we use to guide strategy.
See SMART on your own data
Tell us what you are trying to achieve. We will help you turn it into a focused digital growth system.