Building a comprehensive marketing strategy starts with analytics and BI that is robust, reliable, on time, and accurate. At eBay, M1 is a homegrown analytics solution that brings everything together like never before. Every day, big data platforms at eBay process billions of records to attribute sales to the marketing channels. With an ever-increasing number of channels and a constantly changing digital media landscape, M1 delivers by collecting all user clicks and impressions, attributing them to campaigns, and having an efficient way to deliver campaign performance. M1 caters to all levels of the organization, addressing very different requirements and goals. The senior leadership team, channel owners, marketing analysts, and campaign managers all look at different metrics at different levels of aggregation and dimensions. M1 delivers by abstracting sophisticated attribution algorithms and providing intuitive visualization to review campaign performance without having to worry about data quality.