Turning marketing signals into sales actions inside one internal operating system
- Role
- Product design, data architecture and implementation
- Years
- 2025 — 2026
- Status
- Live, in daily staff use
- Stack
- Next.js, Postgres, Google Ads API, GA4, Search Console, DataForSEO
An energy-sector business could see its marketing activity and its sales pipeline, but never in the same place, so nobody could say which campaigns produced actual commercial demand. REEI OS connects CRM workflows, website enquiries, opportunities, marketing analytics, SEO monitoring and conversion attribution into one internal system used daily by staff.
The problem
Marketing performance lived in Google Ads, GA4 and Search Console. Commercial reality lived in a CRM that had been inherited and never fitted the business. Website enquiries arrived by email and were retyped by hand.
The question everybody wanted answered — which marketing activity produces real opportunities — required a person to manually reconcile four sources, so in practice it went unanswered.
The insight
The gap was not analytics. Each individual tool reported accurately. The gap was that no system joined a keyword or a campaign to a deal with a commercial value attached.
Once enquiry ingestion, deduplication and source tagging were automatic, attribution stopped being a reporting exercise and became a property of the record itself.
What I built
- The inherited CRM was rebuilt around REEI's own companies, contacts, deals, stages, commercial values, tasks and BESS workflow templates.
- WPForms enquiry ingestion runs automatically with contact and company deduplication, source tagging and conversion attribution.
- Google Ads, GA4, Search Console, DataForSEO and WPForms are connected through APIs, OAuth, encrypted credentials and webhooks.
- Page Performance, Keyword Discovery and Conversion Chain views join marketing activity to business demand in a single interface.
- Integration health, synchronisation logs, API usage, cost controls, tenant boundaries and exports keep the thing operable rather than merely impressive.
Key decisions
Decision support, not a black box
Opportunity scoring and recommendations are deterministic rules. Staff can see exactly why something was surfaced, which is why they trust it enough to act on it.
Adapt a foundation rather than start from zero
The application shell, tenancy, monitoring and parts of the analytics foundation came from an earlier product of mine and were then substantially reworked for this domain.
Attribution written at ingestion
Source and campaign data are attached when the enquiry is created, not reconstructed in a report later, which is what makes the conversion chain reliable.
Paid API cost control from day one
Ranking data costs money per query, so frequency awareness and usage caps were built in before the bill could become an argument.
Gallery
Executive dashboard: traffic, demand, pipeline and search in one view
Proves: Cross-functional operational visibility
Status and evidence
- Owner-reported: live at an internal address and used by REEI staff for marketing-performance monitoring, SEO position tracking and managing sales and lead status.
- Integrations with WPForms, Google Ads, GA4, Search Console and DataForSEO are connected to live data.
What this does not claim
- REEI OS is not AI-powered. Its scoring and recommendations are deterministic decision support, and describing them as AI would be inaccurate.
- The application shell, tenancy, monitoring and parts of the analytics foundation were inherited from an earlier product of mine and then substantially adapted. RankPass was later forked from this work, so the two are related rather than independent builds.
- Live operational use and deployment are owner-confirmed. Measurable business results are not claimed.
- The internal application is not linked publicly.