KPI Dashboard Overhaul Lifts Campaign Efficiency 19% and ROI 23%
Marketing Performance Increase
ROI Increase
The Engagement
The Situation
Immaculate Homecare Services ran multi-channel marketing campaigns without a structured way to measure performance against business outcomes. I was responsible for the full digital project lifecycle, from scoping through execution to evaluation.
The Challenge
Cross-functional teams across content, design and marketing were producing work without a shared view of what was actually driving results. Without reliable reporting, campaign adjustments were reactive rather than data-led.
Strategic Approach
Directed end-to-end digital projects, coordinating cross-functional content, design and marketing teams around a shared delivery plan.
Built KPI dashboards and reporting frameworks that translated raw analytics into decisions leadership could act on.
Used ongoing performance analysis to continuously optimise multi-channel campaigns rather than waiting for post-campaign reviews.
The Results
Quantifiable Outcomes
- Overall marketing performance improved by 28% through coordinated, cross-functional campaign delivery.
- Campaign efficiency increased by 19%, driven directly by the new KPI dashboards and reporting frameworks.
- Return on investment rose by 23% through continuous, analysis-led campaign optimisation.
Qualitative Achievements
- Gave leadership a single, reliable source of truth on marketing performance for the first time.
- Shifted campaign management from reactive adjustment to ongoing, data-led optimisation.
- Built the reporting foundation that later informed the Car Parade campaign's own measurement approach.
“A campaign is only as measurable as the reporting infrastructure behind it. Building that infrastructure first is what made every later campaign decision defensible.”
Tools & Competencies
Tools Used
Power BI
Used to build the KPI dashboards and reporting frameworks that translated raw analytics into leadership-ready decisions.
WordPress
Used to track and report on website visibility and engagement as one of the core multi-channel performance inputs.
Mailchimp
Used to coordinate and measure the email marketing channel within the broader multi-channel campaign mix.
This engagement demonstrates that the biggest efficiency gains often come before the campaign itself, in the reporting discipline that decides what counts as success. It is the clearest evidence in my career of data infrastructure directly driving commercial return.