Project · Real Estate ·
Major Property Development Group
Built a measurement and dashboard system across a multi-development property portfolio. The technical approach involved auditing existing data sources across Google Analytics, Meta Ads, CRM platforms, and third-party listing portals, then designing a data architecture that connected these siloed systems. Marketing, sales, and CRM data came together in one Enterprise CRM reporting structure with portfolio, campaign, and channel-level visibility. Each stakeholder level got its own dashboard view, from campaign managers needing daily metrics through to board members reading quarterly summaries, and the KPI framework gave the board numbers it could make decisions on.
Every system, one reporting language.
The situation
A property group running six or more developments at once, with marketing data spread across Google Analytics, Meta Ads, CRM platforms and third-party listing portals. Each system was reporting honestly about its own slice. None of them could answer a portfolio-level question, so every board pack was assembled by hand and every number was arguable.
The constraint
Different people needed completely different views of the same data. A campaign manager needs daily channel detail. A board member needs a quarterly summary and no detail at all. Building one dashboard that served both would have failed both, so the architecture had to support several views over a single set of definitions.
What changed
The reporting stopped being a monthly reconstruction and became something people could open. Because the KPI language was agreed once and applied everywhere, conversations moved off whose number was right and onto where the investment should go. Media planning with agencies got easier for the same reason: everyone was finally describing performance the same way.