Solutions
Where strategy meets technology.
Five kinds of work, all aimed at the same thing: data you can trust and a site that people, search engines and AI systems can all find and understand. Built for government agencies, universities and B2B enterprises, where generic playbooks fall apart.
How we work
- Fixes the tracking before building anything on top of it
- Audits alongside your team, not in a back room
- Ranks every finding by business impact and ease
- Trains your people to run what we set up
What we won’t do
- Sell you a dashboard your data cannot support
- Keep you on a retainer by keeping the system a black box
- Chase vanity metrics or traffic for its own sake
- Add a chatbot and call it AI readiness
Why: The Power of No: Talking a Client Out of a $50k Dashboard
Measurement & attribution
Turn fragmented data into one source of truth.
Privacy-first browsers and fragmented customer journeys have broken “standard” reporting. It is no longer enough to guide a decision with real money behind it.
We build measurement frameworks that connect what people do on your site to what it is worth to your organization. Server-side Google Tag Manager and a properly configured GA4 keep the data accurate as browsers tighten restrictions and cookies go away. Then attribution modeling shows what each touchpoint actually contributed, from the first search to the final conversion, so you can talk about acquisition cost and lifetime value instead of vanity metrics.
Who it’s for. Government agencies and universities working under privacy rules, and B2B teams that need numbers solid enough to scale a budget on.
What you get
- Server-side Google Tag Manager setup
- GA4 configured past the stock install
- Attribution modeling across every marketing touchpoint
- Reporting built on Customer Acquisition Cost (CAC) and Lifetime Value (LTV), not vanity metrics
From the same shop
Attribution is only as good as the campaign tags feeding it. Botched UTM parameters can push traffic into GA4’s “Unassigned” bucket. Tag Docket is our campaign-link registry for agency paid-media teams: every UTM built from approved values and recorded with who made it.
See Tag DocketReporting & dashboards
See the whole budget in one place.
Most marketing teams read performance off a handful of platform dashboards and an agency’s monthly spreadsheet, each counting in its own way. Nobody can say what the whole budget is doing, and the people spending it are often the ones grading it.
We build reporting on top of the measurement work, never instead of it. Our own connectors bring GA4, Google Ads, Meta, LinkedIn, TikTok and Snapchat ads, your CRM and your agencies’ spend sheets into BigQuery, in a Google Cloud project set up for you alone. The data is modeled and checked as it arrives, and one dashboard shows paid media, website traffic, your funnel and spend against the media plan. Charts show the range each number is expected to fall in, flag the days that land outside it, and forecast spend, traffic and the funnel two weeks ahead. When a source falls behind or fails a check, the dashboard says so instead of quietly showing old numbers.
A market view answers the question every leadership team asks sooner or later: is the market moving, or is it us? It puts your results beside the public data that drives your demand, and we build it to fit your market. For a university that means FAFSA completions, local unemployment and the college-age population in the counties you recruit from, plus peer institutions; for an agency or a B2B firm, the economic and population data that matters to the people you serve. Where there is enough history, marketing mix modeling estimates what each channel actually contributed and what the next dollar in each would buy.
Who it’s for. Government agencies, universities and B2B teams running paid media across several platforms or agencies, whose leadership wants one honest view of what the budget is doing.
What you get
- GA4 and your ad platforms, CRM and agency spend sheets in BigQuery, loaded automatically
- One dashboard for paid media, web, funnel and budget pacing, behind Google sign-in
- A weekly email of what stands out, with a PDF of the key views
- Expected ranges, anomaly flags and a two-week forecast on the charts
- A data-health view that flags late sources and failed checks
- A market view built from the public data that drives your demand
- Marketing mix modeling on Google Meridian, where your history supports it
- Your data stays yours: when you leave, you take an export or the whole project
Comprehensive digital audits
Find the gaps hiding in your stack.
Most marketing stacks are built a layer at a time over years. The result is technical debt that quietly drags down performance, and nobody notices until a number goes the wrong way.
Our audit is a forensic review of your whole online presence. We look at site speed, mobile responsiveness, the integrity of your data collection, the leaks in your conversion funnel and the inefficiencies in your tech stack, and tell you plainly where the site is falling short of what the organization needs from it.
You do not get a list of problems. You get a prioritized roadmap, sorted by business impact and ease of implementation, so the quick wins can start this week while the structural work gets planned properly.
Who it’s for. Organizations preparing for a major brand change, and teams that want to get more from what they already spend before spending more.
What you get
- Site speed and mobile responsiveness review
- Data-collection integrity check
- Conversion funnel and tech stack review
- A prioritized roadmap, sorted by business impact and ease of implementation
Search engine optimization
SEO built on technical authority.
Search optimization is no longer about keywords. It is about technical quality and being the recognized authority on your subject.
We treat SEO as a system. Your site architecture is set up so search engines can crawl it cleanly, your content is structured for people and algorithms alike, and Schema.org structured data and Core Web Vitals work give your expertise room to show.
The content strategy follows E-E-A-T: experience, expertise, authoritativeness and trustworthiness. We go after the specific, high-intent searches that bring qualified leads and partnerships, not traffic for its own sake. Done together, technical SEO and content become an organic channel that lowers your reliance on paid media.
Who it’s for. Large, complex sites at universities, agencies and B2B enterprises, where the expertise is real but the site is not showing it.
What you get
- Site architecture and crawlability fixes
- Schema.org structured data
- Core Web Vitals improvements
- A content strategy built on E-E-A-T and high-intent searches
AI readiness
Get ready for search that AI does first.
AI agents and LLM-powered search are becoming a main route by which buyers and constituents find information. Being ready for that means more than adding a chatbot. Your data, schema and content have to be structured so AI systems can read them accurately, cite them and act on them.
We audit your technical foundation for AI discoverability: JSON-LD schema, llms.txt configuration, and whether your most valuable pages can be crawled at all.
AI readiness is also an organizational skill. For government agencies, universities and B2B teams that handle sensitive data, we help put the internal governance in place to adopt AI tools responsibly, without new compliance risk and without losing control of where your data goes.
Who it’s for. Government agencies, universities and B2B teams handling sensitive data, who want to be cited by AI without handing over control.
What you get
- An AI discoverability audit
- JSON-LD schema review and fixes
- llms.txt configuration
- Crawlability of your highest-value pages
- Internal governance for adopting AI tools without losing data sovereignty
How an engagement works
Four steps, and the last one is you running it.
The point is not to become a permanent line item. It is to leave your team able to answer its own questions from its own data.
- 1
Free consultation
A conversation about what you are trying to decide and what is getting in the way. No cost, no obligation.
- 2
Audit
We look at the tracking, the site and the stack, and we do it with your marketing and IT people in the room so they see what we see.
- 3
Prioritized roadmap
Findings sorted by business impact and ease of implementation. Quick wins first, structural work planned.
- 4
Implementation and training
We fix what needs fixing and teach your team to keep it that way. The goal is that you stop needing us for the day-to-day.
“He bridged the gap between traditional media and tracking ROI, coaching us to be better strategists and look outside the box”
Questions people ask first
Not here? Ask directly at info@msanford.com or 920.530.8196.
Who do you work with?
What does the first conversation cost?
What do we get at the end of an audit?
Is AI readiness just adding a chatbot?
Will we depend on you after the engagement?
Start with a free consultation.
Tell us what you are trying to measure, fix or prepare for. We will tell you honestly whether we can help, and where we would start.