The Berkeley Partnership is a management consultancy that helps organisations transform under the most complex, challenging, and high-stakes circumstances to achieve their ambitions.
Having invested in a significant website evolution, The Berkeley Group recognised an opportunity to obtain real insights by better tracking and analysing the impact of marketing activity and recruitment communications. Having adopted several social and traditional channels, the challenge was to create a single platform to house all data, from multiple sources, in a user-friendly and accessible manner.
Following a competitive process, The Berkeley Partnership appointed Bretom in May 2022, as a strategic partner to define KPIs for tracking marketing and recruitment activity, and to design, build and test the required data dashboards.
step one – define: we started by asking questions; gaining an understanding of what’s important to The Berkeley Partnership, to inform our recommendations on the best KPIs and metrics to track, for both the marketing team and the OpEx Committee. We were also able to advise upon dashboard set up, how to tailor and brand the reports and channel integration requirements to propagate the dashboard reports.
step two – design: Based on the agreed KPIs, it was agreed that tailoring (free) off-the-shelf technology to support the creation of specific reporting dashboards would support the client’s ambitions and lust for insight, whilst effectively managing their budget. Data Studio was therefore set up to create multiple dashboard reports, include interactive elements with viewer filters and date range controls (so users can dig into the detail as required), and automated data population. The dashboards were branded with The Berkeley Partnership’s colours, logo and styles formatted throughout to create a bespoke experience.
step three – Bretom supported The Berkeley Partnership in setting up any tracking code and required APIs from different channels. Full testing was carried out to ensure all aspects were working as expected before sharing with The Berkeley Partnership for review and sign off. We also provided high-level training on the Data Studio dashboards, to assist in successful adoption and usage of the tool and resulting insights.
Now that the dashboards are established, The Berkeley Partnership have full administrative access and can therefore evolve the dashboards in the future, as required. The team are empowered to better track and analyse all activity and as a result, make informed decisions around the effectiveness of different content pieces and channels.
The marketing and recruitment teams can more easily track impact and effectiveness, with clear KPIs and metrics for success, as well as appreciate the interplay between the firm’s website and social media, truly optimising communications planning and activity.
We remain on hand to support the team with ad-hoc queries, questions or additional requirements as the dashboards grow as an essential insights tool for the marketing, HR and OpEx teams.
“Working with Bretom was so easy. They adapted well to the culture of Berkeley and so earned the trust of key stakeholders across several different parts of the business. They shared their knowledge with generosity and helped us achieve our aims. They kept us on track throughout the project – from the early scoping stages to final delivery – and ensured we were comfortable with the outputs so we have fully realised our aims.”
Alexis Gray, Marketing Director, The Berkeley Partnership