Marketing and finance often bring different figures to the same meeting, and your analysts spend the week answering the same questions. Alli defines each KPI once, shows the logic behind its measurement, and lets the people who ask get their own answers. Your analysts and finance partners keep ownership of the method.
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PMG built the full launch, from research to creative to a full-funnel media plan, in six weeks. Underneath it, Alli Datasources brought 27 sources into one place and the Alli Semantic Layer gave every metric one shared definition.
6Weeks to Develop Launch Plan
54%Increase in Search Interest
84%Brand Recall
With Alli, PMG identified three traveler types from live behavior and research data: families, adventure seekers, and budget-minded retirees. Media mix modeling through Alli Brand Equity and competitive data from Alli Business Insights moved spend toward spring and underused channels for the "Life's a Trip" campaign.
Read the Best Western story
63%Higher Net New Buyer Conversion
With Alli, PMG mapped audiences to each brand's store footprint and served region-specific ads within the same national Thursday Night Football broadcast, a first for QSR. Household-level exposure was matched to credit card transactions, so budget could follow real sales signals week to week.
Read the CKE Restaurants storyThe data exists. The harder problem is knowing which part of it to trust.
Each platform reports in its own terms. A campaign has one name in search, another in social, and a third in the finance system. Someone reconciles them by hand each month, and the result is a figure that is defensible only until it’s questioned. Then the analytics team gets the request: where did this come from, and can you rerun it for another region?
Meanwhile the questions keep arriving. Many of them are simple and repetitive, which means skilled analysts spend their time on the least interesting part of the job.
Reconciliation eats the close
What Alli doesAlli Datasources automates ingestion from ad platforms, analytics, and first-party systems into one foundation
The same campaign looks like three
What Alli doesCategorizations maps platform labels and naming conventions into one consistent taxonomy
Meetings argue about definitions
What Alli doesAlli Semantic Layer defines KPIs and business logic once, for every team, tool, and region
Finance can’t inspect the logic
What Alli doesAlli Scenario Planner uses a dual-model approach you can explain: direct response to media, plus the longer-term value of brand equity
Analysts become a service desk
What Alli doesAsk Alli and Alli Data Explorer let non-technical users ask in plain language
Time goes to formatting, not interpreting
What Alli doesAlli Generative Dashboards builds interactive dashboards from a described view
Alli is PMG’s operating system for business transformation, and for finance and analytics leaders it starts with the data layer. Datasources brings the data in and keeps connections healthy. The Semantic Layer sets the definitions. Measurement builds on both, and self-serve tools let the rest of the business ask questions without queueing. The order matters. A measurement result is only as defensible as the definitions underneath it.
What changes for youYou see the logic behind the result, and you can explain it to the people who approve the budget
See Alli for MeasurementWhat changes for youMarketing and finance read the same figure, and every number can be followed back to its source
See Alli for Data FoundationWhat changes for youRoutine questions get answered directly, so analysts spend more time on interpretation
See Alli for Self-Serve AnswersRelated pages cover the adjacent work. Alli for Media Investment uses the same foundation for planning, and Alli for Always-On Monitoring watches the numbers as they come in.
Three illustrations of the work. They show how the products fit together, not results from a named client.
A publisher report doesn’t match your internal figures, and the CMO wants to know which one is right before the review.
Your analyst uses Data Explorer and Ask Alli to compare the sources, identify the discrepancy, and see which number should guide the conversation. Shared definitions in the Semantic Layer mean the comparison starts from the same terms.
Which figure the business uses, and whether the discrepancy points to a data issue worth fixing at the source.
Finance needs a cross-platform view of the quarter. Last time it took days to assemble, and the figures changed twice.
Datasources keeps the inputs current, and categorizations keep naming consistent across platforms. Generative Dashboards builds the interactive view from a plain-language description, with summaries next to the charts, and teams using it report a 90% reduction in reporting time.
What the numbers mean, what caveats go on the page, and what the readout recommends.
The same ten questions reach the analytics team every week: spend by region, return by channel, change against last month.
Ask Alli answers them in plain language, with charts and summaries, from the same trusted data. Teams using it report an 80% reduction in time to insight. Anything more involved goes to Data Explorer, or back to an analyst.
Which questions are safe to hand to everyone, and which still need an expert’s interpretation.
Built to scale your team’s judgment, not replace it.
Alli handles ingestion, harmonization, calculation, and the first draft of an answer. Your analysts own the definitions and the method. Finance owns the conclusion.
| The work | What Alli does | What your people do |
|---|---|---|
| Bringing in data | Automates ingestion and maintains connections | Decide which sources count, and check what arrives |
| Defining KPIs | Applies definitions consistently across tools and regions | Write the definitions, and change them when the business changes |
| Measuring results | Runs the measurement model and shows its logic | Challenge the method, and decide what the result means |
| Answering questions | Responds in plain language, with charts and summaries | Review the answers that matter, and take on the hard questions |
| Reporting | Builds dashboards and summaries on request | Edit the narrative, and own what leadership sees |
Every Alli product reads from the same trusted data and shared definitions, so a figure in a dashboard, an answer, and a plan can be followed back to its source. Alli keeps the data layer itself deterministic, which means generative models don’t create mappings or transformations there.
Start with the figure people argue about most. Each entry point connects to the rest later.
Define the five KPIs that appear in every leadership review
Start with Semantic LayerRebuild one recurring report from a plain-language description
Start with Generative DashboardsLog last month’s repeat questions, and let the team ask them directly
Start with Ask Alli and Data ExplorerHow Alli helps finance and analytics teams trust marketing numbers and cut the reporting queue.
It’s a way of using Alli’s products together for the questions finance and analytics own: whether marketing’s numbers are consistent, how results are measured, and how people get answers without a ticket. It draws on the Measurement, Data Foundation, and Self-Serve Answers solutions, with analysts owning the definitions and the method.
Agree on definitions once, then apply them everywhere. The Alli Semantic Layer defines KPIs and business logic once and harmonizes naming across platforms, so every team, tool, and region reads the same figure. Figures can then be traced back to their source, which moves the debate from definitions to decisions.
Yes. Alli Measurement is designed around transparency, so clients can see the logic behind attribution and performance signals. Scenario Planner uses a dual-model approach: one model estimates the direct response to media, and the other captures the longer-term value of brand equity. Analysts can inspect and challenge both.
Not necessarily. Tools like Tableau and Power BI are strong for structured reporting and leadership views. Alli adds marketing-specific measurement logic, plain-language exploration, and dashboards built from a description. Data Explorer is built for practitioners who need to investigate questions as they come up, without waiting for a new report.
Ask Alli answers from Alli’s trusted data and shared definitions, not from general training data, and every number traces back to its source. That makes answers checkable. Analysts still own the method and review the answers that matter, and Ask Alli reduces time to insight by 80%.
No. Alli handles ingestion, harmonization, calculation, and first-draft answers. Analysts own the definitions and the method, and finance owns the conclusions. The aim is to scale their expertise, so less of their week goes to repeat requests and reconciliation, and more to interpretation and the hard questions.
Alli is available to PMG clients. Finance, analytics, marketing, and media teams use the same platform PMG’s experts use, so everyone works from the same definitions and results. Book a walkthrough to see it with your own KPIs, platforms, and reporting cycle.
Book a walkthrough and bring a figure that two teams report differently. We’ll show you how Alli defines it once, traces it to its source, and answers the follow-up. Alli is available to PMG clients.