Problem
Markets measured CRM activity differently, making group-level performance comparison slow, inconsistent and politically noisy.
CRM · campaign reporting · executive KPIs
Seven markets cannot improve what they measure seven different ways.
A group-level CRM function needed consistent campaign reporting across countries. The work translated local activity into a shared KPI layer and leadership-ready views.
Operating pattern
Analytical move
Define a shared campaign KPI layer, automate reporting, and separate operational metrics from decision metrics.
Decision outcome
The result supported a clearer group view of CRM performance and a reported uplift in campaign performance.
Reusable pattern
Multi-market reporting succeeds when definitions, refresh cadence, ownership and exceptions are designed before dashboard polish.
CRMKPI governancemulti-market reportingcampaign performanceexecutive BI
Sanitised case: written to show the analytical method and business logic without exposing confidential data, client names beyond already-public employment history, current employer details or proprietary tables.