SGA
SGA Dental Partners  |  Data Infrastructure
EXECUTIVE BRIEFING01 / 06
Foundation

Building the Foundation for Scalable Growth

Consolidating fragmented systems into one trusted analytics environment.

Data Sources · 40+ connected
Google Ads
Meta Ads
GoHighLevel
Google Business
Dental Intel
CallRail
Neurality
Modento
30+ Additional SourcesPractice, marketing, patient engagement, CRM, call tracking, and operational platforms.
Data Storage
Azure Database
Enterprise store
Railway Postgres
Operational store
Governance Layer
Normalization & Data Governance
The trust layer between raw systems and the business.
  • Standardize data definitions
  • Align practices, campaigns, and revenue sources
  • Reduce PHI exposure
  • Create trusted reporting
Business Destinations
Power BI
Executive and operational dashboards
SGA Toolbox
Performance analytics, insights, and recommendations
Self-Serve Reporting
Embedded views for market managers and agency partners
One trusted foundation for growth, performance, and decision making.
SGA
SGA Dental Partners  |  Data Infrastructure
WHAT CHANGED SINCE JANUARY02 / 06
Revenue Intelligence

From Aggregate Reporting to Revenue Intelligence

January

We could only compare two numbers.

Aggregate Media Spend→Aggregate Production

Questions we could not answer:

  • Which channels return the most?
  • Which campaigns drive revenue?
  • Which keywords win quality patients?
  • Which landing pages convert?
  • Where do patients drop out?
  • Which agencies outperform?

Decision making was largely reactive.

Today

We trace every dollar back to its exact source.

Channel→Campaign→Keyword→Landing Page→Lead→Appointment→Production

We can now measure:

Marketing ROIROASRevenue by channelby campaignby keywordby landing pageby practiceby service line
Conversion Path · where patients are won or lostA measured rate at every step
Ad Impression
Click
Lead
Contacted
Appt Set
Show
Consult
Closed
Production
Contact Rate
Lead to Contacted
Appt Set Rate
Contacted to Set
No-Show Rate
Set to Show
Close Rate
Consult to Closed
Revenue / Opportunity
End to end
We have moved from measuring outcomes to understanding the drivers behind those outcomes.
SGA
SGA Dental Partners  |  Data Infrastructure
PROOF POINTS03 / 06
Already Underway

Early Progress Demonstrates the Opportunity

50+
Paid media accounts already centralized into a single reporting environment.
This capability is not yet broadly deployed across the organization, but it has already proven valuable in isolated environments.

Agency Performance

See which agency partners actually produce, and move budget accordingly.

Practice Performance

Rank every location on one scoreboard and act on the outliers.

Service Line Performance

Put dollars behind the service lines that pay back.

Marketing Performance

Cut the channels that don't return. Scale the ones that do.

Instead of reviewing dozens of disconnected accounts individually, performance can be analyzed across the organization in one environment.
Proof of capability exists. The opportunity is to operationalize and scale it.
SGA
SGA Dental Partners  |  Data Infrastructure
ATTRIBUTION ROADMAP04 / 06
One Stage at a Time

Every New Connection Extends Attribution Deeper

Live
Stage 01

Foundation

Current integrations
What it adds
  • Centralized reporting
  • Brand-level visibility
Reaches Brand reporting
In Rollout
Stage 02

GoHighLevel

Rolling out across practices
1 live · 3 in queue
What it adds
  • Lead attribution
  • Contact rates
  • Appointment set rates
Reaches Appointment set
Stage 03

CallRail

Pilot cohort
What it adds
  • Call attribution
  • Phone conversion tracking
  • Campaign-level revenue attribution
Reaches Revenue per call
Planned
Stage 04

Stage II APIs

Outcome systems
What it adds
  • Appointment outcomes
  • Production attribution
  • End-to-end funnel visibility
Reaches Production
Each new integration extends attribution one stage deeper into the patient acquisition journey.
SGA
SGA Dental Partners  |  Data Infrastructure
OPERATIONAL VELOCITY & SCALE05 / 06
Capacity

Removing Bottlenecks to Increase Capacity

Today CONSTRAINED

  • Processes live too close to local machines
  • Manual dependencies exist
  • Throughput is constrained
  • Capacity is difficult to scale

Future State CENTRALIZED AZURE

  • Increased throughput
  • Lower cost per practice
  • Faster onboarding
  • Greater organizational capacity, more reliable reporting
Audit Throughput
↑Scales with infrastructure, not staff
Cost per Practice
↓Near-zero to add the next one
Practices Supported
↑The whole portfolio, not a sample
Operational Capacity
↑Bounded by Azure, not one laptop
Effort vs. practices supported
Today (linear effort)Centralized (scales flat)
Few practicesFull portfolio →
Directional shift by design. Baseline figures to be populated from current operating data.
We replace linear effort with scalable infrastructure.
SGA
SGA Dental Partners  |  Data Infrastructure
RISK • SCALABILITY • INVESTMENT06 / 06
The Ask

Protecting and Scaling a Critical Capability

Current Risk

This capability lives too close to local machines and individual contributors.

  • Key person dependency
  • Reliability concerns
  • Security concerns
  • Limited scalability
Proposed Solution

Partner with Ron and external expertise to centralize infrastructure within Azure.

  • Move institutional knowledge into enterprise systems
  • Standardize data governance
  • Secure sensitive information
  • Build a scalable foundation
Executive Ask

Invest now to operationalize and centralize this capability before complexity outpaces infrastructure.

  • Approve centralization on Azure
  • Engage Ron and external expertise
  • Begin before the next practices onboard
This is not a reporting initiative. It is an operating capability.
Marketing efficiencyRevenue visibilityDecision velocityOrganizational scalability
The goal is to move SGA from reporting on outcomes to understanding, optimizing, and influencing the entire patient acquisition journey.
Prepared by SGA Dental Partners Growth Team  |  Confidential