Meeting Title: Marketing Data Attribution Planning Sync Date: 2026-01-12 Meeting participants: Mustafa’s Loom Notetaker, Mustafa Raja, Demilade Agboola
WEBVTT
1 00:01:41.220 ⇒ 00:01:42.289 Demilade Agboola: Hi, Mustafa.
2 00:01:47.420 ⇒ 00:01:48.420 Mustafa Raja: Hey, how are you?
3 00:01:48.900 ⇒ 00:01:50.030 Demilade Agboola: I’m pretty good, how are you?
4 00:01:50.510 ⇒ 00:01:52.020 Mustafa Raja: Yeah, doing good.
5 00:01:52.270 ⇒ 00:01:52.979 Demilade Agboola: How’s your health?
6 00:01:53.860 ⇒ 00:01:59.009 Mustafa Raja: Much better. Yeah, I got to rest, over the weekend, it’s a lot better now.
7 00:01:59.240 ⇒ 00:01:59.700 Demilade Agboola: Okay.
8 00:01:59.700 ⇒ 00:02:01.349 Mustafa Raja: I can finally speak.
9 00:02:01.930 ⇒ 00:02:03.370 Demilade Agboola: That’s great.
10 00:02:03.530 ⇒ 00:02:04.600 Mustafa Raja: Yeah.
11 00:02:04.790 ⇒ 00:02:08.259 Mustafa Raja: So, yeah, let me, let me share my screen.
12 00:02:09.940 ⇒ 00:02:16.299 Mustafa Raja: Okay… Okay, let’s actually start with this Figma.
13 00:02:17.010 ⇒ 00:02:24.140 Mustafa Raja: Okay, so, okay, so this is the current architecture. So the question that I have for you is, are we going to use dbt?
14 00:02:24.920 ⇒ 00:02:26.570 Mustafa Raja: Yes. For transformation?
15 00:02:26.930 ⇒ 00:02:27.440 Demilade Agboola: Yes.
16 00:02:27.440 ⇒ 00:02:45.229 Mustafa Raja: Okay, it’s because, previously we had conversations, of not adding a tool for that. I believe you would remember that, right? What we would want to do is, we would want to utilize Omni for that. So, yeah…
17 00:02:45.270 ⇒ 00:02:49.659 Mustafa Raja: I had a conversation regarding this with Avish, and he just wanted us to make sure.
18 00:02:49.740 ⇒ 00:02:51.279 Mustafa Raja: That we are aligned on this.
19 00:02:51.760 ⇒ 00:02:55.269 Demilade Agboola: Yeah, I think we should use dbt. I think dbt will take
20 00:02:55.890 ⇒ 00:03:14.209 Demilade Agboola: the huge pressure of our… like, it would add a lot of clarity and just take a huge weight off the transformation. I also think dbt makes it more scalable. As they add more systems and processes, we don’t have to now go, oh, Omni has reached a limit that is just maybe too tricky to handle, but we can.
21 00:03:14.210 ⇒ 00:03:19.079 Mustafa Raja: Yeah, yeah, I see that, yeah, I see that we have a lot of data sources now.
22 00:03:19.550 ⇒ 00:03:27.650 Mustafa Raja: So yeah, it does make sense. It might just be worth it, you know, mentioning it once in the… once in the default channel, yeah.
23 00:03:27.820 ⇒ 00:03:30.430 Mustafa Raja: Just so everyone knows, you know?
24 00:03:30.820 ⇒ 00:03:31.580 Demilade Agboola: Yeah.
25 00:03:32.570 ⇒ 00:03:33.370 Mustafa Raja: Okay.
26 00:03:33.820 ⇒ 00:03:43.140 Mustafa Raja: Then what I will do is… I will update this diagram. I actually had made both of these. Let’s copy this over.
27 00:03:47.020 ⇒ 00:03:48.470 Mustafa Raja: You’re good.
28 00:03:51.790 ⇒ 00:03:52.690 Mustafa Raja: Okay.
29 00:03:53.240 ⇒ 00:03:54.090 Mustafa Raja: Okay.
30 00:03:54.940 ⇒ 00:04:02.690 Mustafa Raja: Okay, so this is the current architecture we have right now. Our hyperlink service, Salesforce, and our manual ingestion.
31 00:04:03.320 ⇒ 00:04:10.359 Mustafa Raja: And then going into… Do you think it’s… it’s just raw? We… we… we do have some sort of transformation?
32 00:04:12.910 ⇒ 00:04:14.270 Mustafa Raja: Sir, can’t be there.
33 00:04:15.050 ⇒ 00:04:15.870 Mustafa Raja: Honey?
34 00:04:16.320 ⇒ 00:04:17.670 Demilade Agboola: Sorry, Chris, can you repeat that?
35 00:04:18.120 ⇒ 00:04:19.490 Mustafa Raja: Yeah, so…
36 00:04:20.089 ⇒ 00:04:31.170 Mustafa Raja: Are we, are we changing… are we, using Omni to, change any of the models, or is it just raw data that.
37 00:04:31.170 ⇒ 00:04:31.690 Demilade Agboola: Right now.
38 00:04:32.210 ⇒ 00:04:32.780 Mustafa Raja: Yeah.
39 00:04:32.780 ⇒ 00:04:34.709 Demilade Agboola: Right now, it’s just raw data.
40 00:04:35.190 ⇒ 00:04:37.129 Mustafa Raja: Okay, okay, I’ll update this then.
41 00:04:37.470 ⇒ 00:04:41.400 Mustafa Raja: I’ll update this. Okay, yeah, I just had this question, okay.
42 00:04:42.580 ⇒ 00:04:51.910 Mustafa Raja: No, let’s move… 2… Only… Okay.
43 00:04:55.010 ⇒ 00:05:01.580 Mustafa Raja: Sweet, so, I don’t think we could answer this. Do you think we can answer this one?
44 00:05:03.300 ⇒ 00:05:10.440 Mustafa Raja: Percentage of leads, on average, that are being filtered out of demos based on not being a good fit.
45 00:05:15.590 ⇒ 00:05:22.540 Demilade Agboola: Not sure. The question of leads, on average, have been filled out on demos based on how I’ve been…
46 00:05:23.960 ⇒ 00:05:31.269 Demilade Agboola: I’m not sure. We’ll have to look into the data. I’m not exactly sure what that means. So once I do, maybe that can help. I can be able to answer.
47 00:05:32.140 ⇒ 00:05:45.850 Mustafa Raja: Okay, yeah, this is… this is pretty simple. I built, or I edited, explored this chart to get this. But yeah, for this one… yeah, I’ll just leave it… leave this to you then, right?
48 00:05:46.180 ⇒ 00:05:47.000 Demilade Agboola: Alright, sure.
49 00:05:47.670 ⇒ 00:05:48.280 Mustafa Raja: Okay.
50 00:05:49.000 ⇒ 00:05:54.449 Mustafa Raja: Okay, then… Yeah, you’re meeting with Stan.
51 00:05:55.200 ⇒ 00:06:00.979 Mustafa Raja: So… This is, so we need, we need to,
52 00:06:02.290 ⇒ 00:06:05.899 Mustafa Raja: Bring in factors, data, do some sort of attribution, right?
53 00:06:06.180 ⇒ 00:06:08.480 Demilade Agboola: Yes, so we need to do factors, data.
54 00:06:08.710 ⇒ 00:06:18.489 Demilade Agboola: And we also need to start to attribute it to the opportunities in Salesforce. So, for each stage in Salesforce, we also want to see the flow as well.
55 00:06:19.260 ⇒ 00:06:34.010 Demilade Agboola: So how many people from the ads became opportunities? How many opportunities finally got to the end stage of closing the deal? So we’re just trying to be able to build that pipeline and, like, so they can see the drop-off as things come over time.
56 00:06:35.030 ⇒ 00:06:41.440 Mustafa Raja: Okay, so, so, this work stream could be called marketing…
57 00:06:41.960 ⇒ 00:06:45.059 Mustafa Raja: Mark… marketing data stitching, or something?
58 00:06:46.140 ⇒ 00:06:55.310 Demilade Agboola: Yeah, I think it’ll probably just be, like, the marketing dashboards, or the conversion met… like, conversion… or add… ad…
59 00:06:56.420 ⇒ 00:07:00.280 Mustafa Raja: No, no, no, this isn’t a task, this would be a new work stream, right?
60 00:07:00.700 ⇒ 00:07:01.430 Mustafa Raja: repeat.
61 00:07:01.690 ⇒ 00:07:03.579 Mustafa Raja: A new workstream name.
62 00:07:03.910 ⇒ 00:07:05.380 Mustafa Raja: Marketing…
63 00:07:05.380 ⇒ 00:07:13.540 Demilade Agboola: Yeah, I think it’s, like, marketing metrics, or ad metrics, or ad, conversion… ad conversion metrics.
64 00:07:18.490 ⇒ 00:07:23.260 Mustafa Raja: Let’s do this, and then, let’s… we could, we could always come back to this.
65 00:07:23.690 ⇒ 00:07:24.440 Mustafa Raja: scones.
66 00:07:25.030 ⇒ 00:07:29.860 Mustafa Raja: And then bring in factors, data, right?
67 00:07:31.340 ⇒ 00:07:31.680 Demilade Agboola: Yes.
68 00:07:31.680 ⇒ 00:07:35.230 Mustafa Raja: Are we doing that? Are we only identifying?
69 00:07:35.840 ⇒ 00:07:43.149 Mustafa Raja: And then investing, so… Ingestion would be part of that, so we don’t have to worry about this, then.
70 00:07:45.670 ⇒ 00:07:46.600 Mustafa Raja: Okay.
71 00:07:46.790 ⇒ 00:07:47.990 Mustafa Raja: What else?
72 00:07:50.890 ⇒ 00:07:55.140 Mustafa Raja: Primary KPI, attribution.
73 00:07:56.390 ⇒ 00:07:58.629 Mustafa Raja: So, attribution would be a task then, right?
74 00:07:59.960 ⇒ 00:08:05.459 Demilade Agboola: So, all this would, like, a lot of the concepts would fall under, like, modeling.
75 00:08:06.180 ⇒ 00:08:12.629 Demilade Agboola: Because that’s what’s going to be happening. We need to be able to define, like, the closed one, so that’s when they’ve signed the contracts.
76 00:08:12.800 ⇒ 00:08:20.799 Demilade Agboola: But it’s basically modeling factors data, as well as, Salesforce data together.
77 00:08:21.190 ⇒ 00:08:25.019 Demilade Agboola: But I don’t know what the data and sales factors looks like, so I cannot exactly…
78 00:08:25.340 ⇒ 00:08:30.579 Demilade Agboola: you might need a little bit more, but, like, it’s just basically modeling factors and Salesforce data together.
79 00:08:32.600 ⇒ 00:08:33.409 Mustafa Raja: Okay.
80 00:08:37.320 ⇒ 00:08:40.530 Demilade Agboola: Also, what feedback did Utam give you based off the Gantt chart?
81 00:08:42.260 ⇒ 00:08:49.969 Mustafa Raja: So again, chat, we were missing, who owns what, workstream, and then, he added a…
82 00:08:50.130 ⇒ 00:09:07.910 Mustafa Raja: milestone, or, you know, sign off by, that particular owner of the work stream, and then, we were using multiple names for the same thing, so BI work, and then we would… somewhere else, we would have dashboarding work, you know?
83 00:09:08.010 ⇒ 00:09:11.259 Mustafa Raja: Which is essentially the same thing, but different semantics.
84 00:09:13.540 ⇒ 00:09:25.529 Mustafa Raja: And yeah, that was pretty much it. And then I, updated this because this… this was a little bit misleading. I updated this name because,
85 00:09:25.920 ⇒ 00:09:35.300 Mustafa Raja: It was, like, build business logic, but that was a little ambiguous. So yeah, those sort of things.
86 00:09:37.280 ⇒ 00:09:42.500 Mustafa Raja: So is it… is it modeling or attributing? Modeling, factors…
87 00:09:42.940 ⇒ 00:09:48.719 Demilade Agboola: Yeah, so modeling, attribution model, or, like… Am I doing? Yeah.
88 00:09:49.100 ⇒ 00:09:51.620 Demilade Agboola: Building a tuition model might be a better…
89 00:09:51.800 ⇒ 00:09:52.670 Mustafa Raja: Oh.
90 00:09:52.870 ⇒ 00:09:54.570 Mustafa Raja: Building attribution.
91 00:09:56.230 ⇒ 00:10:04.330 Mustafa Raja: distribution module… Factors… Alright.
92 00:10:05.040 ⇒ 00:10:10.770 Mustafa Raja: Those are… Seeds… Excuse… Loose.
93 00:10:12.640 ⇒ 00:10:15.450 Mustafa Raja: And virtue of things later.
94 00:10:18.100 ⇒ 00:10:21.219 Mustafa Raja: Okay, and then, dashboarding, right?
95 00:10:23.770 ⇒ 00:10:26.119 Demilade Agboola: Yes, then dash for you.
96 00:10:27.090 ⇒ 00:10:32.369 Mustafa Raja: Manageable rework… And is this it, or…
97 00:10:32.370 ⇒ 00:10:33.790 Demilade Agboola: So this is Stream 1.
98 00:10:34.610 ⇒ 00:10:35.830 Mustafa Raja: Okay.
99 00:10:35.830 ⇒ 00:10:39.000 Demilade Agboola: So, if stream 2…
100 00:10:39.430 ⇒ 00:10:51.710 Demilade Agboola: like, further down the line stream, is we will need to be able to… because Factors API just has only, like, LinkedIn data, but that accounts for most of their conversions, so that’s what we need to focus on right now.
101 00:10:51.910 ⇒ 00:10:59.780 Demilade Agboola: Well, long… or most of their attribution, that’s what we need to focus on now. But long term, we would also need to put in things like Google Ads and Facebook ads as well.
102 00:11:02.840 ⇒ 00:11:03.860 Mustafa Raja: Hmm…
103 00:11:03.860 ⇒ 00:11:11.940 Demilade Agboola: So that would be another flow, because we’re not doing it right now. The focus right now is just literally on LinkedIn. That’s what Stan cares to see.
104 00:11:15.520 ⇒ 00:11:18.249 Mustafa Raja: I think we need a petitioning convention then.
105 00:11:18.850 ⇒ 00:11:19.749 Demilade Agboola: Do you need to work.
106 00:11:20.740 ⇒ 00:11:23.340 Mustafa Raja: Yeah, we need to name it differently then, because…
107 00:11:23.750 ⇒ 00:11:35.199 Demilade Agboola: Yeah, yeah, I would… I would say add… I’d… Attribution Stream 1.
108 00:11:35.650 ⇒ 00:11:36.390 Demilade Agboola: Or maybe.
109 00:11:36.390 ⇒ 00:11:36.909 Mustafa Raja: Oh my god.
110 00:11:37.080 ⇒ 00:11:39.840 Demilade Agboola: LinkedIn ads attribution or something.
111 00:11:40.530 ⇒ 00:11:41.240 Mustafa Raja: Hmm.
112 00:12:00.070 ⇒ 00:12:03.620 Mustafa Raja: And then this would be Google Ads.
113 00:12:05.890 ⇒ 00:12:13.700 Demilade Agboola: So that would be for… Google Ads? No one would be, like, other sources attribution, so it’s Google Ads, Facebook ads, whatever sources might remain.
114 00:12:15.270 ⇒ 00:12:18.150 Mustafa Raja: Other sources attribution…
115 00:12:24.410 ⇒ 00:12:32.060 Mustafa Raja: This time… this time… And then this… this is going to be these same tasks, right?
116 00:12:33.610 ⇒ 00:12:35.350 Demilade Agboola: Yeah.
117 00:12:35.600 ⇒ 00:12:39.260 Demilade Agboola: But it will be other sources instead of factors, and so we just.
118 00:12:39.260 ⇒ 00:12:40.090 Mustafa Raja: Hmm.
119 00:12:49.170 ⇒ 00:12:56.769 Mustafa Raja: The sausage is a little vague. There’s no something like that. I’ll figure out the name for that.
120 00:12:56.770 ⇒ 00:13:03.469 Demilade Agboola: Yeah, so you can just do, you know, Google, for Google… for Google Ads, Facebook ads, and other sources.
121 00:13:08.040 ⇒ 00:13:11.499 Mustafa Raja: Google Ads and Facebook ads. Google and Meta?
122 00:13:12.730 ⇒ 00:13:15.969 Demilade Agboola: Yeah… People don’t call it Facebook ads again.
123 00:13:17.910 ⇒ 00:13:18.650 Mustafa Raja: Sorry?
124 00:13:18.810 ⇒ 00:13:20.780 Demilade Agboola: People don’t call it Facebook ads again.
125 00:13:21.970 ⇒ 00:13:23.829 Mustafa Raja: I think it’s Meta now.
126 00:13:24.040 ⇒ 00:13:27.490 Demilade Agboola: I know it’s meta now, but I mean, people still say Facebook ads, like…
127 00:13:27.760 ⇒ 00:13:32.700 Mustafa Raja: Yeah, I just don’t know if the… what’s the convention now.
128 00:13:32.840 ⇒ 00:13:35.240 Demilade Agboola: Meta ad sounds very funny to me, I don’t know.
129 00:13:36.280 ⇒ 00:13:36.880 Demilade Agboola: What?
130 00:13:38.220 ⇒ 00:13:39.010 Mustafa Raja: Yeah.
131 00:13:39.820 ⇒ 00:13:44.710 Mustafa Raja: Okay, let me actually see…
132 00:13:49.990 ⇒ 00:13:51.540 Mustafa Raja: Hey, Google.
133 00:13:52.420 ⇒ 00:13:53.910 Mustafa Raja: Facebook.
134 00:13:54.440 ⇒ 00:13:55.320 Mustafa Raja: Peace.
135 00:13:55.990 ⇒ 00:13:58.500 Mustafa Raja: Book of Intribution.
136 00:14:02.120 ⇒ 00:14:06.109 Mustafa Raja: are we sure that these are the only other sources?
137 00:14:07.810 ⇒ 00:14:12.599 Demilade Agboola: I’m not sure, to be honest, but, like, since it’s not the focus of this stream…
138 00:14:13.050 ⇒ 00:14:14.240 Mustafa Raja: Oh yeah, we could just…
139 00:14:14.240 ⇒ 00:14:15.190 Demilade Agboola: Yeah.
140 00:14:15.190 ⇒ 00:14:16.040 Mustafa Raja: workers out.
141 00:14:17.730 ⇒ 00:14:18.619 Mustafa Raja: Thank you.
142 00:14:19.140 ⇒ 00:14:23.670 Mustafa Raja: Okay, and I saw that…
143 00:14:23.940 ⇒ 00:14:29.310 Mustafa Raja: I saw that this was planned for this month, end of January.
144 00:14:29.860 ⇒ 00:14:34.139 Demilade Agboola: he mentioned that he wants it by end of January, so…
145 00:14:34.270 ⇒ 00:14:41.800 Demilade Agboola: It’s part of why I wanted to share with Caitlin, is to just see if, like, yo, is this that important for end of January, or do we need to move other things around?
146 00:14:43.100 ⇒ 00:14:44.470 Mustafa Raja: Okay.
147 00:14:44.470 ⇒ 00:14:54.580 Demilade Agboola: Also, it’s just easy… it’s also easy to, like, if we look at our timeline, and we can’t make it work in January, because, again, we’ve not started ETL processes, and it’s already mid-January, it’s 12th of January.
148 00:14:57.770 ⇒ 00:15:08.739 Demilade Agboola: So we can say, okay, look at what we have so far, and let Stan know that, hey, by the time we start work on these processes, we probably won’t be able to finish before, you know, the end of January.
149 00:15:11.660 ⇒ 00:15:12.550 Mustafa Raja: Yeah.
150 00:15:13.550 ⇒ 00:15:20.540 Demilade Agboola: So the idea of the grant chat is that at least he makes it clear why that won’t be possible. He just mentioned that, yeah, I would like it by the end of January.
151 00:15:20.540 ⇒ 00:15:30.139 Mustafa Raja: Yeah, yeah. Yeah, I’m also saying that by 21, we are just ingesting data, right? So, after… yeah, so by… actually, by… by end of…
152 00:15:30.330 ⇒ 00:15:32.939 Mustafa Raja: January, we are just setting up DBT, you know?
153 00:15:33.130 ⇒ 00:15:35.469 Demilade Agboola: Yeah, exactly, so that’s part of why I said…
154 00:15:35.600 ⇒ 00:15:39.610 Demilade Agboola: Yeah, so we might be able to just go, like, hey, this might not be possible.
155 00:15:39.910 ⇒ 00:15:51.059 Demilade Agboola: by end of January, but we can maybe make it the first work stream we focus on, if Kathy feels that’s the most important thing right now in the… which is why I said, like, let’s just do this for now.
156 00:15:51.860 ⇒ 00:15:53.510 Demilade Agboola: And then…
157 00:15:53.710 ⇒ 00:16:07.060 Demilade Agboola: we will show Caitlin, we will tell Caitlin what the time constraints are, and she will advise us on maybe… maybe we need to move. I guess she feels Laura’s is the most important, we move Laura’s up, like, we can talk to it, we can talk to her and figure out how…
158 00:16:07.490 ⇒ 00:16:08.220 Demilade Agboola: How it goes.
159 00:16:08.220 ⇒ 00:16:13.660 Mustafa Raja: Yeah, yeah, yeah. How are we modeling this one, though?
160 00:16:13.930 ⇒ 00:16:16.919 Mustafa Raja: Because DVD isn’t set up, you know?
161 00:16:17.340 ⇒ 00:16:19.409 Mustafa Raja: And we want to move to dbt, right?
162 00:16:20.740 ⇒ 00:16:29.869 Demilade Agboola: So this is me just putting the… creating the tables directly in, in… it’s not Omni, what’s that… what’s that thing called? Yeah.
163 00:16:30.040 ⇒ 00:16:33.690 Demilade Agboola: But obviously, no, that’s the model, and that’s happening.
164 00:16:34.420 ⇒ 00:16:40.050 Mustafa Raja: Okay, okay. And does that affect your, what’s it called? Productivity?
165 00:16:41.720 ⇒ 00:16:43.710 Demilade Agboola: Not particularly.
166 00:16:44.050 ⇒ 00:16:47.950 Demilade Agboola: I mean, I could still do it with the other stuff, so it’s not necessarily a big problem.
167 00:16:48.380 ⇒ 00:16:59.010 Mustafa Raja: Okay, okay, okay, yeah, I just wanted to make sure. Okay then, okay, then, so…
168 00:17:00.960 ⇒ 00:17:04.919 Mustafa Raja: What do you think we should, we should.
169 00:17:05.540 ⇒ 00:17:11.489 Demilade Agboola: Yeah, so if we set the time, like, the length of time it’ll take, so, like, the attribution model will probably take about…
170 00:17:13.619 ⇒ 00:17:16.930 Demilade Agboola: A week, maybe, yeah, a week thereabout.
171 00:17:19.760 ⇒ 00:17:24.220 Demilade Agboola: And then… the dashboarding.
172 00:17:24.220 ⇒ 00:17:26.570 Mustafa Raja: This is dashboarding would also take a week, right?
173 00:17:26.920 ⇒ 00:17:28.040 Demilade Agboola: Yeah, there I won’t.
174 00:17:35.090 ⇒ 00:17:39.819 Mustafa Raja: And this is stream 2, so… I was thinking of Queensland.
175 00:17:39.820 ⇒ 00:17:46.810 Demilade Agboola: be able to space things out in a way that… I mean, what’s position now, so that’s fine, but I’m just saying, like.
176 00:17:47.080 ⇒ 00:17:54.060 Demilade Agboola: In terms of, like, what we need to do, this… alright.
177 00:17:57.870 ⇒ 00:17:58.640 Demilade Agboola: Alright.
178 00:17:58.640 ⇒ 00:18:03.919 Mustafa Raja: No, no, no, yeah, yeah, I understand, I understand, we, we wouldn’t be doing this parallel, right?
179 00:18:05.690 ⇒ 00:18:06.370 Demilade Agboola: Pardon?
180 00:18:07.130 ⇒ 00:18:11.209 Mustafa Raja: We would not be doing this in parallel to these ones, right?
181 00:18:11.800 ⇒ 00:18:16.550 Demilade Agboola: No, no, no, no, then that would be too much. I think, at least for me, doing three things in parallel will be.
182 00:18:16.550 ⇒ 00:18:17.320 Mustafa Raja: Yeah, yeah, yeah.
183 00:18:17.320 ⇒ 00:18:18.850 Demilade Agboola: Chrissy, but… yeah.
184 00:18:18.850 ⇒ 00:18:26.820 Mustafa Raja: So… Let’s actually then… For suggestion, we could just put it right there, right?
185 00:18:29.300 ⇒ 00:18:32.119 Demilade Agboola: Yeah, so I feel like, that’s what I said, so the things that, like.
186 00:18:32.300 ⇒ 00:18:51.010 Demilade Agboola: customer qualification model by Lev, that’s… that’s a secondary thing. Like, that’s… that whole stream moves back. Like, it’s not… I don’t think it’s fair… I don’t think… and again, it’s part of what we can talk to Katen about. No, no, no. The productivity dashboard is fine. The qualification model can come after everybody else’s.
187 00:18:51.740 ⇒ 00:18:53.180 Mustafa Raja: Okay, okay, this one.
188 00:18:53.180 ⇒ 00:18:55.649 Demilade Agboola: Yes. So that’s his strength.
189 00:18:57.790 ⇒ 00:19:01.530 Demilade Agboola: So, this is… exactly, this is stream 1 for Stan.
190 00:19:02.590 ⇒ 00:19:11.429 Demilade Agboola: And that’s also Stream 2 for Stan. So, like, just being able to know that this is Stream 1 for this person, Stream 2 for this person, makes it easy to be able to push things back.
191 00:19:13.180 ⇒ 00:19:15.209 Mustafa Raja: This is also for Stan, right?
192 00:19:15.750 ⇒ 00:19:18.149 Demilade Agboola: Yes, yes, largely sales.
193 00:19:18.150 ⇒ 00:19:19.309 Mustafa Raja: It’s being streamed.
194 00:19:19.550 ⇒ 00:19:20.380 Mustafa Raja: Sonny?
195 00:19:21.090 ⇒ 00:19:36.049 Demilade Agboola: So, like, Salesforce, like, exploration is largely… is largely a Stan thing, because he cares about how people are moving through the… I mean, people could also look at it beyond Stan, but how people are going through the opportunities, like, from the first stage all the way until…
196 00:19:36.260 ⇒ 00:19:40.240 Demilade Agboola: Whether they are… whether they sign, which is when they… when they’ve closed.
197 00:19:42.620 ⇒ 00:19:45.760 Mustafa Raja: Okay, so, so would you, would you say this is the stream one?
198 00:19:47.240 ⇒ 00:19:48.710 Demilade Agboola: Of Stan? I guess so.
199 00:19:57.980 ⇒ 00:19:59.479 Mustafa Raja: And this is screen 2.
200 00:20:07.430 ⇒ 00:20:09.310 Mustafa Raja: This is chain 3.
201 00:20:44.830 ⇒ 00:20:54.879 Mustafa Raja: Did this… Okay, so, for suggestions, do you think these timelines, do they make sense?
202 00:20:57.560 ⇒ 00:21:04.150 Demilade Agboola: Yeah, I think as long as we’re able to get, like, things clear in terms of, like, the metrics.
203 00:21:04.570 ⇒ 00:21:10.470 Demilade Agboola: In terms of, like… what we need…
204 00:21:10.980 ⇒ 00:21:13.670 Demilade Agboola: Like, access and stuff, yeah, we should be fine.
205 00:21:15.600 ⇒ 00:21:16.440 Mustafa Raja: Okay.
206 00:21:18.390 ⇒ 00:21:27.749 Mustafa Raja: I guess this is all… this one… this one can we… can we mark it as done? Identify all data sources? Because we’ve met with everyone, and we know where the data would be coming from.
207 00:21:28.600 ⇒ 00:21:30.530 Demilade Agboola: Yeah, we can mark it as done, but we’ve not yet done.
208 00:21:30.530 ⇒ 00:21:32.949 Mustafa Raja: Do we know where Laura’s data would be coming from?
209 00:21:34.030 ⇒ 00:21:36.700 Demilade Agboola: So I think Laura’s data will be…
210 00:21:39.230 ⇒ 00:21:41.610 Demilade Agboola: That, I’m not sure, to be honest. I know they have.
211 00:21:41.610 ⇒ 00:21:47.600 Mustafa Raja: Okay, yeah, we should leave it as this, and we should work on identifying all of the data sources then, right?
212 00:21:47.600 ⇒ 00:21:57.019 Demilade Agboola: Yeah, because I know that stuff of this Postgres, there’s some super-based stuff, there’s Clay, there’s Factors AI, like, just being able to put everything in a list, and then we’re good.
213 00:21:58.010 ⇒ 00:22:00.880 Mustafa Raja: Okay, so we ha- we do know about these ones.
214 00:22:01.120 ⇒ 00:22:04.929 Mustafa Raja: And I guess,
215 00:22:05.900 ⇒ 00:22:18.359 Mustafa Raja: I have added this task in… with… to you. I’ve added this task… assigned this task to you. Feel free to add the… add the data sources over here.
216 00:22:18.890 ⇒ 00:22:20.639 Mustafa Raja: So we can… Can you add, can you add?
217 00:22:20.640 ⇒ 00:22:22.679 Demilade Agboola: The link of this into that task.
218 00:22:23.730 ⇒ 00:22:24.630 Mustafa Raja: Yes.
219 00:22:25.400 ⇒ 00:22:26.220 Mustafa Raja: Good.
220 00:22:28.840 ⇒ 00:22:36.810 Mustafa Raja: Mmm… known data sources… Sources…
221 00:22:41.680 ⇒ 00:22:42.590 Mustafa Raja: Okay.
222 00:22:45.540 ⇒ 00:22:52.650 Mustafa Raja: And then… This is good… Okay.
223 00:22:57.870 ⇒ 00:23:03.960 Mustafa Raja: Okay, let me know if you want, if you want to move, the, these two…
224 00:23:04.080 ⇒ 00:23:05.940 Mustafa Raja: You know? Anywhere.
225 00:23:09.300 ⇒ 00:23:14.270 Mustafa Raja: Alright, well, customer qualification and, customer qualification or Google Ads, you know?
226 00:23:15.320 ⇒ 00:23:16.740 Mustafa Raja: Yeah, I think…
227 00:23:17.850 ⇒ 00:23:19.860 Demilade Agboola: There’s a week… there’s a week between…
228 00:23:22.280 ⇒ 00:23:26.079 Demilade Agboola: LinkedIn ads attribution, and then any other workstream.
229 00:23:26.690 ⇒ 00:23:30.949 Mustafa Raja: Oh yeah, this week is almost free, yeah, we should…
230 00:23:31.460 ⇒ 00:23:32.359 Demilade Agboola: I think…
231 00:23:32.360 ⇒ 00:23:33.140 Mustafa Raja: back.
232 00:23:33.140 ⇒ 00:23:37.099 Demilade Agboola: So I think, yeah, I think we should move the… cause I feel…
233 00:23:37.340 ⇒ 00:23:42.970 Demilade Agboola: The customer qualification model is a bit more complex than the other things, so I would like for us to have it as the last work stream.
234 00:23:43.830 ⇒ 00:23:49.690 Mustafa Raja: Okay, so this then. And then we should move with this. Does this make sense?
235 00:23:50.270 ⇒ 00:23:51.040 Demilade Agboola: Yeah.
236 00:23:52.170 ⇒ 00:23:58.109 Mustafa Raja: Yeah, we should be… when it comes to qualification model, we’ll only be targeting this then.
237 00:23:58.400 ⇒ 00:23:59.820 Demilade Agboola: Okay, alright, sounds good.
238 00:24:00.690 ⇒ 00:24:01.560 Mustafa Raja: Okay.
239 00:24:02.860 ⇒ 00:24:07.269 Mustafa Raja: Okay, this… Looks good, then.
240 00:24:08.110 ⇒ 00:24:10.599 Mustafa Raja: One last thing.
241 00:24:11.820 ⇒ 00:24:13.210 Mustafa Raja: Stream 2.
242 00:24:17.000 ⇒ 00:24:19.090 Mustafa Raja: Okay.
243 00:24:19.500 ⇒ 00:24:27.369 Mustafa Raja: Business metrics. Business metrics, yes, looks a little vague.
244 00:24:29.690 ⇒ 00:24:40.510 Demilade Agboola: Yeah, it’s like… it’s like, defined definition, like, it gets in the definition of everything. Like, what does revenue mean? Is it gross revenue, net revenue? Is it minus taxes?
245 00:24:40.620 ⇒ 00:24:45.540 Demilade Agboola: Are we doing this… like, all of that is part of the definition.
246 00:24:46.440 ⇒ 00:24:48.260 Mustafa Raja: Okay. So that once we know… Okay.
247 00:24:48.640 ⇒ 00:24:55.620 Demilade Agboola: what those definitions mean to different people in the company, we can start to use that to… Model.
248 00:24:56.750 ⇒ 00:24:57.340 Mustafa Raja: Okay.
249 00:24:57.810 ⇒ 00:25:09.100 Mustafa Raja: Okay, I’ll make sure that, this name, does reflect all of that. Okay, this is good then. One more thing that was mentioned…
250 00:25:09.310 ⇒ 00:25:10.300 Mustafa Raja: is…
251 00:25:16.310 ⇒ 00:25:23.720 Mustafa Raja: Yes. Analytic scope is just… Where we are right now, and where we want to be.
252 00:25:26.560 ⇒ 00:25:34.320 Mustafa Raja: With a lot of words. And then, if we look at… this document…
253 00:25:35.680 ⇒ 00:25:40.010 Mustafa Raja: Yeah, we just want to make sure that our plans here, do align, you know?
254 00:25:49.430 ⇒ 00:25:51.730 Demilade Agboola: So, P&L, yeah…
255 00:25:52.570 ⇒ 00:25:59.870 Demilade Agboola: So that’s financial summary. So this is what I mean by, like, defining the metrics. So, for instance, what does runway mean, and how do they define runway?
256 00:26:00.390 ⇒ 00:26:01.110 Demilade Agboola: to your point.
257 00:26:01.110 ⇒ 00:26:02.830 Mustafa Raja: revenue?
258 00:26:03.530 ⇒ 00:26:04.839 Demilade Agboola: Not revenue, so, like, we’re.
259 00:26:04.840 ⇒ 00:26:06.470 Mustafa Raja: Oh, sorry, runway, yeah.
260 00:26:06.470 ⇒ 00:26:09.920 Demilade Agboola: or burn, like, how do they define it? Giget?
261 00:26:10.140 ⇒ 00:26:15.349 Demilade Agboola: So we’ll… those numbers, like, fully define it, and that’s the phase one of the fresh.
262 00:26:15.350 ⇒ 00:26:19.270 Mustafa Raja: And do you think this amount of time is good enough for this?
263 00:26:19.910 ⇒ 00:26:22.909 Demilade Agboola: I mean, technically, this is…
264 00:26:23.060 ⇒ 00:26:32.130 Demilade Agboola: end of this month, so we don’t have to wait until then, but I will start, like, just asking and trying to get context at that.
265 00:26:33.250 ⇒ 00:26:33.930 Mustafa Raja: Okay.
266 00:26:34.100 ⇒ 00:26:36.760 Mustafa Raja: So you’re comfortable with this, is what I’m getting, right?
267 00:26:36.760 ⇒ 00:26:41.619 Demilade Agboola: So, basically, all that is is by the end of January, we should have it done. So, we should be fine.
268 00:26:42.120 ⇒ 00:26:42.990 Mustafa Raja: Okay.
269 00:26:43.470 ⇒ 00:26:51.200 Demilade Agboola: Gt… GTM summary… Okay, product user summary…
270 00:26:57.960 ⇒ 00:26:59.810 Demilade Agboola: Sorry, can you just keep scrolling, please?
271 00:27:00.120 ⇒ 00:27:05.030 Demilade Agboola: So… Oh, can you share this document?
272 00:27:23.020 ⇒ 00:27:29.160 Mustafa Raja: Yeah, I just wanted to make sure that we are not missing anything. Utem requested this in the channel.
273 00:27:32.690 ⇒ 00:27:33.320 Demilade Agboola: You know?
274 00:27:45.270 ⇒ 00:27:50.010 Demilade Agboola: Product engagement, retention, conversion, monetization.
275 00:28:11.770 ⇒ 00:28:18.950 Demilade Agboola: So there’s BizDev. Okay, so I think this is a bit broader than, like, the conversations I’ve had with some of these people.
276 00:28:19.930 ⇒ 00:28:20.320 Mustafa Raja: Hmm.
277 00:28:20.320 ⇒ 00:28:21.550 Demilade Agboola: That’s about, like…
278 00:28:22.080 ⇒ 00:28:30.029 Demilade Agboola: this goes into a bit more dashboards and stuff. Ultimately, I think what we’re doing would be…
279 00:28:33.330 ⇒ 00:28:44.499 Demilade Agboola: an MVP of… sorry, let me… off the screen. Because, for instance, right, and those people responsible, yeah.
280 00:28:52.890 ⇒ 00:28:55.730 Demilade Agboola: Okay, let me see… return on ad spend.
281 00:28:55.910 ⇒ 00:28:59.989 Demilade Agboola: I think, yeah, most of all, like, what we want is in here, like…
282 00:29:01.350 ⇒ 00:29:05.320 Mustafa Raja: Yeah, so Utam said that,
283 00:29:05.910 ⇒ 00:29:07.330 Mustafa Raja: What’s she, what did you see?
284 00:29:07.590 ⇒ 00:29:11.260 Mustafa Raja: He wants to make sure that our plans do align with theirs.
285 00:29:11.380 ⇒ 00:29:16.119 Mustafa Raja: So… If they do, we can give them a, you know…
286 00:29:17.540 ⇒ 00:29:21.519 Demilade Agboola: Yeah, our plans do align with this. I think… yeah, precisely.
287 00:29:21.520 ⇒ 00:29:22.300 Mustafa Raja: Okay.
288 00:29:25.170 ⇒ 00:29:27.549 Demilade Agboola: Yeah, I think… I think it does align.
289 00:29:28.390 ⇒ 00:29:30.669 Mustafa Raja: Okay, so we’re good at this, right?
290 00:29:31.400 ⇒ 00:29:31.950 Demilade Agboola: Pardon?
291 00:29:31.950 ⇒ 00:29:35.199 Mustafa Raja: Because if we’re missing anything, we could, you know, go through it.
292 00:29:36.020 ⇒ 00:29:37.400 Mustafa Raja: Why is it delayed
293 00:30:01.310 ⇒ 00:30:08.809 Mustafa Raja: Anyways, yeah, so, what I was saying is, yeah,
294 00:30:15.710 ⇒ 00:30:19.640 Mustafa Raja: To do some of the, full feature.
295 00:30:21.620 ⇒ 00:30:28.020 Mustafa Raja: Yeah, I think, I think we mostly would be working on, 1, 2, 4.
296 00:30:28.380 ⇒ 00:30:30.899 Mustafa Raja: Right? Because 5 and 6 are for future, right?
297 00:30:32.810 ⇒ 00:30:45.950 Demilade Agboola: Yeah, so 5-6 is finance that, to be fair, no one has actually really said anything about, so we could add number 6. So it’s, like, operational KPIs, like monthly late payments and all that. We can add that as, like, another work stream further down the line.
298 00:30:46.360 ⇒ 00:30:49.160 Demilade Agboola: Number… number 5…
299 00:30:51.000 ⇒ 00:30:58.430 Demilade Agboola: I think number 5, some of these things will be touched, but yeah, I think there will be more GTCM dashboards as another work stream after.
300 00:30:59.430 ⇒ 00:31:05.779 Mustafa Raja: Okay, so you’re comfortable with the plan that we have, and we are pretty much aligned with this, right?
301 00:31:06.280 ⇒ 00:31:15.680 Demilade Agboola: Yes, but we, like I said, we can add more, like, we can add more work streams, so things like the operational KPIs and, a stream, too, of the GTM dashboards.
302 00:31:16.540 ⇒ 00:31:17.390 Mustafa Raja: Okay.
303 00:31:19.050 ⇒ 00:31:20.499 Mustafa Raja: Okay, this one, right?
304 00:31:20.760 ⇒ 00:31:33.920 Demilade Agboola: Yeah, so no, so stream two, yeah, of that. So that… the first one we’ll be doing will be more like GTM summary, then the second one will be, like, GTM-specific, like, more GTM… like, the same way they have number 2 and number 5 in the dash… in the…
305 00:31:35.580 ⇒ 00:31:36.559 Demilade Agboola: in the document.
306 00:31:36.560 ⇒ 00:31:37.270 Mustafa Raja: This one.
307 00:31:37.270 ⇒ 00:31:41.620 Demilade Agboola: Yeah. Yeah. So, we will… Look at it that way.
308 00:31:42.460 ⇒ 00:31:45.269 Mustafa Raja: Okay, do you want to take a look at this, Notion doc also?
309 00:31:46.300 ⇒ 00:31:48.730 Demilade Agboola: Yeah, I’ve scrolled through it a bit.
310 00:31:50.710 ⇒ 00:31:55.429 Mustafa Raja: This is, like, where we are at today, and stuff like that, and then where we want to be, you know…
311 00:31:55.810 ⇒ 00:31:56.390 Demilade Agboola: Yeah.
312 00:32:02.110 ⇒ 00:32:05.409 Mustafa Raja: We haven’t looked at amplitude much.
313 00:32:07.760 ⇒ 00:32:10.110 Mustafa Raja: I think… I think Craig would be on that.
314 00:32:25.610 ⇒ 00:32:32.170 Mustafa Raja: Oh, sorry, so for ETL planning, we don’t have any, anything here for that, do we?
315 00:32:33.020 ⇒ 00:32:39.369 Demilade Agboola: No, no, we don’t. So for ETL plan, so this will be… let’s look at the sources, which is why we need to get the list of sources.
316 00:32:40.470 ⇒ 00:32:47.329 Demilade Agboola: Once we have all the sources, we’ll push it, like, we can ask, Polytomic which they support and which ones they don’t.
317 00:32:47.780 ⇒ 00:32:52.509 Demilade Agboola: So Potomy is probably going to be our, our best, like, what we’re gonna use.
318 00:32:53.530 ⇒ 00:32:54.360 Mustafa Raja: Okay.
319 00:32:54.530 ⇒ 00:33:00.560 Mustafa Raja: Yeah, yeah, you’re right, you’re right. Do you think we should, Hmm.
320 00:33:01.160 ⇒ 00:33:10.820 Mustafa Raja: Yeah, to be honest, ETL, ETL… these two would define the ETL then, right? Ingest data to Mother Dark, and then, identify all data sources, right?
321 00:33:11.100 ⇒ 00:33:11.760 Demilade Agboola: Yes.
322 00:33:14.610 ⇒ 00:33:16.790 Mustafa Raja: Okay, this is just our ETL then.
323 00:33:19.720 ⇒ 00:33:20.500 Mustafa Raja: Okay.
324 00:33:29.460 ⇒ 00:33:30.150 Mustafa Raja: Hmm.
325 00:33:35.560 ⇒ 00:33:42.640 Mustafa Raja: Oh, Salesforce, this is not… Blind… Okay.
326 00:33:44.060 ⇒ 00:33:45.280 Mustafa Raja: Cursing tool.
327 00:33:57.650 ⇒ 00:34:00.170 Mustafa Raja: Okay. Yeah, this is…
328 00:34:01.360 ⇒ 00:34:07.589 Mustafa Raja: This is pretty good. This is very different than the document we read, but this is…
329 00:34:07.940 ⇒ 00:34:09.529 Mustafa Raja: I think we’re aligned with this.
330 00:34:09.670 ⇒ 00:34:10.639 Mustafa Raja: What’d you say?
331 00:34:12.380 ⇒ 00:34:19.670 Demilade Agboola: Yeah, I think so. I think, like, we largely have most things covered, and if…
332 00:34:20.449 ⇒ 00:34:23.559 Demilade Agboola: We need to, I think… I don’t think there’s anything, like, obviously missing.
333 00:34:24.429 ⇒ 00:34:25.119 Mustafa Raja: Okay.
334 00:34:26.669 ⇒ 00:34:29.849 Mustafa Raja: Okay, do you have any advices for me as an EP?
335 00:34:35.199 ⇒ 00:34:47.969 Demilade Agboola: I think as long as we have all the sources, so, like, the documentation for that is clear. Okay, I think we even have some stuff here that might help you in putting some new things in our own architecture diagram.
336 00:34:48.209 ⇒ 00:34:54.269 Demilade Agboola: So if we put the sources, we put, like, polyatomicas in between, we put dbt in there.
337 00:34:56.770 ⇒ 00:35:02.129 Mustafa Raja: I mean, do… Sorry, sorry if, I’m cutting you.
338 00:35:02.920 ⇒ 00:35:06.820 Mustafa Raja: This… this one, so you see, we are talking about this one, right?
339 00:35:07.490 ⇒ 00:35:08.110 Demilade Agboola: Yes.
340 00:35:08.730 ⇒ 00:35:09.549 Demilade Agboola: But we love it.
341 00:35:09.550 ⇒ 00:35:10.010 Mustafa Raja: That’s what?
342 00:35:11.220 ⇒ 00:35:13.210 Mustafa Raja: Hmm… so, so…
343 00:35:14.460 ⇒ 00:35:23.939 Mustafa Raja: What, how I built this one is, as what we have currently, you know, what the current architecture is, you know?
344 00:35:24.430 ⇒ 00:35:26.550 Demilade Agboola: Yes, but we also have to show you future state as well.
345 00:35:27.940 ⇒ 00:35:31.130 Mustafa Raja: Okay… Okay…
346 00:35:31.130 ⇒ 00:35:35.650 Demilade Agboola: So we can just put that… you can just put as a few just here, so it’s clear that, like, this is what we’re working towards.
347 00:35:36.210 ⇒ 00:35:38.250 Mustafa Raja: Oh, yeah, you’re right, you’re right.
348 00:35:38.530 ⇒ 00:35:39.839 Mustafa Raja: You are right.
349 00:35:40.900 ⇒ 00:35:41.720 Mustafa Raja: Okay.
350 00:35:45.440 ⇒ 00:35:48.620 Mustafa Raja: Yeah, and this is… this is pretty good in terms of that, right?
351 00:35:49.850 ⇒ 00:35:57.889 Demilade Agboola: Yeah, this helps, yeah, but I mean, obviously, they’ve not put, like, dbt, and they’ve not put some, like, polyatonic and stuff, so we will add these things so that they can know that, like.
352 00:35:58.210 ⇒ 00:36:02.590 Demilade Agboola: Where we’re going is also aligned with what they have right now, or what they’re thinking of.
353 00:36:03.520 ⇒ 00:36:05.030 Mustafa Raja: Yeah, yeah.
354 00:36:05.290 ⇒ 00:36:06.220 Mustafa Raja: Okay.
355 00:36:06.570 ⇒ 00:36:08.080 Mustafa Raja: Okay, I’ll add that.
356 00:36:10.550 ⇒ 00:36:12.310 Mustafa Raja: Validate the diagram.
357 00:36:12.880 ⇒ 00:36:13.920 Mustafa Raja: Like that.
358 00:36:15.940 ⇒ 00:36:18.970 Mustafa Raja: Yeah, this is… this is pretty much it from my side.
359 00:36:19.580 ⇒ 00:36:21.460 Mustafa Raja: Do you have any… anything?
360 00:36:21.590 ⇒ 00:36:22.819 Mustafa Raja: Did you know something?
361 00:36:23.870 ⇒ 00:36:30.489 Demilade Agboola: No, no, not right now. I will just need some deep time to, like, heads-down time to look at some of this stuff, and…
362 00:36:30.680 ⇒ 00:36:34.940 Demilade Agboola: Put more, like, Create my docs out of stuff.
363 00:36:37.200 ⇒ 00:36:37.870 Mustafa Raja: Okay.
364 00:36:38.160 ⇒ 00:36:40.080 Mustafa Raja: Thank you. I like working with you.
365 00:36:40.430 ⇒ 00:36:41.979 Demilade Agboola: Alright then, thank you.
366 00:36:42.460 ⇒ 00:36:43.640 Mustafa Raja: Thank you, bye.
367 00:36:43.640 ⇒ 00:36:44.570 Demilade Agboola: Alright, bye.