STORY 02 / MEALS NOW
The ad platform says “lead”. The onboarding system says “applicant”. Operations needs to know who is ready to drive. Those are three different questions.
Systems
Marketing direction · Business rules · Review
Reporting workflow
Different sources. Shared definitions.
A visual explanation of the approach. No internal systems or data shown.
01 / THE SITUATION
At Meals Now, driver recruitment spans paid channels, career-page applications, and onboarding. The same person can appear in several exports, and a new application can take time to become an active driver. One total cannot explain the whole journey.
02 / THE DECISION
Start with a shared definition. Use the onboarding system for the lead count, make duplicate-handling rules explicit, and keep channel costs separate. A recent applicant should not be judged as if they have already had time to start delivering.
03 / THE WORK
I supplied the operational exports, directed the reporting questions, and reviewed the outputs. With Claude handling the data processing and workbook production, the work brought source, campaign, onboarding, and methodology views into one recurring reporting process.
04 / WHAT CAME OUT OF IT
A repeatable reporting workflow, used across reporting periods. The useful change was a consistent way to read the funnel: where people came from, where they were in onboarding, and what each number meant.
Before asking whether a number is good, ask what it actually measures.
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