Barry's Marketing Review
skippedThu, Nov 20, 2025, 7:30 AM • —
Client
Not Matched
Participants
0 attendees
Action Items
9
9 pending
AI Meeting Analysis
AI GENERATEDClient Sentiment
[~]MIXEDThere is urgency and frustration around delays, manual processes, and tracking gaps, but the tone is constructive with clear prioritization, ownership alignment, and a strong desire to build a data-driven culture.
Meeting Quality
Relationship Status
stableExecutive Summary
The team reviewed major blockers to marketing performance, centered on delayed Postgres-to-Snowflake migration, weak data flow into Klaviyo, and insufficient tracking/attribution (UTMs, pixels). They also identified urgent website SEO/UX issues and resourcing/process gaps, aligning on a push toward a more data-transparent, accountable marketing operating model.
Key Topics Discussed
Decisions Made
- ✓Treat Snowflake migration and downstream marketing enablement (Klaviyo integration, identity resolution, master data rules) as a top priority with marketing actively involved in scope and timeline.
- ✓Prioritize website UI/UX redesign and technical performance improvements to address low SEO score and conversion friction.
- ✓Implement stronger tracking governance (UTM compliance + multi-pixel strategy) to improve attribution and measurement reliability.
- ✓Adopt a structured work management/creative request process (e.g., Asana) to mitigate thin staffing and execution bottlenecks.
Follow-up Items
- →Join Snowflake migration workstream to represent marketing requirements, dependencies, and scope impacts.
- →Meet with Kelly to confirm Snowflake migration timeline (target end of Q1) and define identity resolution approach.
- →Partner with Kelly’s analytics team to establish master data rules, update protocols, and data ownership between Snowflake and marketing platforms (especially Klaviyo).
- →Define and implement Snowflake → Klaviyo data feeds to eliminate manual SQL pulls and enable automated segmentation and flows.
- →Create and roll out a UTM tracking framework; raise email UTM adoption from ~25% to a defined target (e.g., near-100%) with enforcement and QA.
- →Align with internal teams and Highland Digital on pixel strategy (multi-pixel implementation), event taxonomy, and attribution standards.
- →Audit website technical SEO and performance (speed, structure, crawlability) and sequence fixes alongside UI/UX redesign to improve funnel conversion.
- →Coordinate with SEO team on local SEO: Google Business Profile optimization, microsite structure, and differentiated content strategy.
- →Analyze loyalty program performance to refine referral mechanics and incentives with an incrementality focus.
- →Implement an Asana-based creative intake/request workflow (brief template, SLAs, prioritization rules, approvals) to streamline production.
- →Distribute the provided contact list automation documentation and Klaviyo segmentation guidance to the internal team and track implementation progress.
Open Questions
- ?What is the confirmed Snowflake migration delivery plan (milestones, owners, risks) and what specifically caused the four-month extension?
- ?What identity resolution strategy will be used (source of truth, matching logic, handling duplicates) and how will it impact Klaviyo profiles/segments?
- ?What is the exact scope of Snowflake → Klaviyo integration (objects, refresh cadence, fields, consent handling) and who owns ongoing maintenance?
- ?Which attribution model will be used once tracking improves (last-click vs multi-touch) and what tools will be the system of record?
- ?What is the agreed pixel/event taxonomy (standard events, naming conventions, deduplication rules) across platforms?
- ?What is the timeline and resourcing for the website UX redesign vs technical SEO fixes, and what KPIs define success (CVR, organic traffic, speed scores)?
- ?What staffing or agency support is available to address the thin resourcing constraint and prevent ongoing execution delays?
- ?How will loyalty/referral incrementality be measured (holdouts, cohorting, baseline definition) and what data is required to do so?
AI Recommendations
- ★The meeting surfaced the highest-impact blockers and produced a concrete set of next steps across data, tracking, web, and process. Effectiveness is reduced by unresolved specifics (migration plan details, identity resolution decisions, attribution standards) and dependency on other teams for execution.
Analysis generated: Dec 15, 2025, 7:45 PM
Action Items
Insert into Snowflake migration conversations to ensure marketing priorities and scope are considered
Pursue conversation with Kelly regarding Snowflake migration timeline and identity resolution strategy (01:08:40)
Review and prioritize UI/UX redesign and website technical optimizations to improve funnel conversion and SEO
Work with analytics team (Kelly’s team) to define data master rules and update protocols between Snowflake and marketing platforms (01:11:00)
Discuss marketing tracking, pixel implementation, and UTM tracking frameworks with existing teams and agency (Highland Digital) to ensure accurate attribution
Collaborate on creative asset request process implementation in Asana or other project management tools to streamline marketing production
Analyze loyalty program data to refine referral process and customer incentives with a focus on driving higher incrementality
Coordinate with SEO team on local SEO enhancements including Google My Business profile optimization, microsite structuring, and content differentiation
Share provided contact list automation documentation and Klaviyo segmentation strategies with internal team for implementation (01:15:40)