See The Results

Building a Scalable Marketing KPI & Performance System

The context

The marketing team was scaling activity across campaigns and channels, but their performance reporting hadn’t scaled with it.

An internal KPI tracking tool existed, but over time it became difficult to maintain, hard to trust, and increasingly manual. Marketing activity was happening, but visibility and control were not.

What we built instead

Rather than fixing the tool, we redesigned the marketing performance system behind it.

That meant:

• aligning KPIs to real business decisions

• standardising definitions across campaigns

• automating inputs where possible

• clarifying ownership and accountability

What changed

• 40–50% reduction in time spent on monthly KPI reporting

• €17k–€29k annual cost savings from reduced external reporting support

• Clear, consistent KPIs across all campaigns

• Faster, more confident performance conversations

• A scalable setup that supports growth without rework

Instead of fixing spreadsheets, the team could focus on optimisation, strategy and impact. When performance data is trusted, marketing stops being reactive — and starts supporting the business properly.

Scaling Trust, Adoption & Visibility for a National Open Data Platform

What was breaking down:

• KPI definitions varied by campaign

• Reporting relied on manual fixes and external support

• Performance reviews happened late, under pressure

• Decision-making lagged behind activity

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