NexaModus Analytics
From investment to revenue, without faking precision that doesn't exist.
One single chain, crossing every module: investment, leads, conversations, qualified, bookings, opportunities and revenue. And, next to every number, how much of it is measured and how much is inferred.
Capabilities
What the module does
Every item below describes behavior defined in the product plan — not a wish list from a sales page.
The whole chain in one dashboard
Investment → leads → conversations → qualified → bookings → opportunities → revenue. It's the question nobody can answer when every step lives in a different tool.
Attribution with declared confidence
Every link between a sale and a campaign is born with a status: direct, matched, inferred or unknown. Probabilistic attribution is never presented as certainty.
No indicator without a contract
Every KPI declares a name, definition, numerator, denominator, source, window and owner. A metric without a definition doesn't get on the dashboard — even if it would look nice there.
Versioned ranges, not a hidden threshold
Green, yellow and red come from versioned rule profiles. You can see why a number is flagged, and since when that ruler has been that ruler.
On screen
How it looks to whoever's operating it
The chain with the degree of certainty next to each link. That's the difference between a dashboard that looks nice and one you can actually trust.
Each link states its own confidence level. Inferred attribution is never presented as a measurement.
The chain
Seven links, one question
How much did the sale cost? That's only answerable when every link lives on the same platform — which is why this module is the consequence of the others, not a separate report.
- Investment
- Leads
- Conversations
- Qualified
- Bookings
- Opportunities
- Revenue
Attribution
Four states, no disguise
Every link between a sale and a campaign is born with a declared status. Blending the four into a single number is the most common way to lie with statistics.
- Direct
The identifier came in with the lead. There's no inference along the way.
- Matched
The link was reconstructed by an exact match — same phone number, same click identifier.
- Inferred
The link is likely, not certain. It shows up as likely, and is never added up as if it were a measurement.
- Unknown
There's no reliable origin. It stays visible as unknown instead of being distributed across campaigns.
Metric contract
No indicator without a contract gets on the dashboard
Seven fields per indicator. It looks like bureaucracy until the first meeting where two people argue about whether the number is right — and nobody can say what it measures.
- Name
- What the indicator is called across the whole platform — one name only.
- Definition
- What it measures, in plain language, for whoever didn't write the formula.
- Numerator and denominator
- The explicit calculation, with no room for interpretation.
- Source
- Where the data comes from and the path it took to get there.
- Window
- The period considered, including the provider's expected delay.
- Owner
- Who answers when the number looks wrong.
Green, yellow and red aren't an opinion
The ranges come from versioned rule profiles. You can see why a number is flagged and since when that ruler has been that ruler — instead of finding out the threshold was written in the middle of the code.
Integration
How it connects with the other modules
This is the part that separates a platform from a bundle of tools sold together. None of the connections below go through an export or an intermediate integration.
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