SINGLE SOURCE OF TRUTH
As in many companies, data collection and interpretation in the past varied depending on responsibility, communication channel, and entity. Additionally, data was typically collected only after an action had been carried out. Goal orientation, comparisons, and comprehensive insights were difficult to achieve. Different "truths" existed, depending on the platform and tool used for evaluation.
Therefore, we were tasked with assembling an interdisciplinary project team alongside Munich Re experts to collaboratively develop a solution. The goal was to create a platform that would serve as a "Single Source of Truth" to measure the performance of marketing campaigns, including their impact on external perception across various stages of influence, and to improve the efficiency of internal processes. Additionally, various data visualizations were to be created, tailored to the specific needs of different stakeholders.
The challenges in this project were multifaceted: on the one hand, massive amounts of data from various global sources needed to be automatically processed into a normalization process and enriched with metadata. On the other hand, the project required high adaptability to the specific needs of Munich Re's diverse stakeholders. Furthermore, it was necessary to seamlessly integrate the new systems into the existing IT infrastructure without disrupting ongoing business processes.
Impact stages for all communication channels
Our scope of work included technical data integration and the setup of a Power BI dashboard, aligned with strategic stakeholder requirements. We defined KPIs and benchmarks for all communication channels (e.g., newsletters, websites, search engines, social media, events, surveys, social listening, media analysis), ensured deep analytical capabilities, and created a coherent data foundation.
This resulted in centralized, CI-compliant reports and detailed campaign insights.
10 years of successful collaboration
The outcome is a highly functional, tailored BI solution that enables Munich Re to make faster and more precise data-driven decisions based on the established stages of influence model. The data visualizations and control elements have demonstrably led to a significant increase in marketing and communication efficiency. The platform has become a critical factor for strategic planning and daily operations at Munich Re, providing deeper insights into all areas of corporate communication.
Dr. Reimer Stobbe,
Project Owner Impact Evaluation
Munich Re
