300+ corporate websites consolidated into one KPI dashboard: making performance truly comparable.
In international corporations with complex brand architectures, diverse target groups and regional differences, dozens or even hundreds of different websites emerge quickly. Each site usually has its own focus, its own content management system (CMS), and its own analytics setup. What starts as the idea of a unified digital presence often ends up in practice as a patchwork of tools, metrics and data gaps.
For CMOs and marketing leaders in the healthcare sector, this is a major challenge. When hundreds of websites are run by different teams worldwide without a uniform KPI framework or a holistic measurement system, there is no reliable basis for measuring digital success or steering budgets effectively.
This is exactly where we came in. Read this Case Study to learn how a central KPI dashboard helped bring order to the data and enabled company-wide success measurement.
The company operates more than 300 different websites worldwide: corporate sites, microsites, learning platforms, product pages and more. Each site has its own objectives, addresses different audiences, and is managed in a different country. Accordingly, the data landscape is highly fragmented. Google Analytics, Adobe Analytics, Matomo and other tools are used, often with incomplete or inconsistent implementation.
The global team faced the challenge of making all these websites visible and comparable with the aim of evaluating their real impact, identifying redundancies, and consolidating content strategically.
The project started with building a data infrastructure and establishing Databricks as a central data layer. From there, a Power BI dashboard was developed as a central platform for all relevant website data at both regional and global levels. At the same time, the company initiated a global switch to Adobe Analytics to ensure long-term consistency in digital analytics. To make the solution sustainable, we supported change management with extensive communication and hands-on Adobe Analytics training.
02 Objectives
PROJECT 1
Data Analytics: Unified KPIs for measurable website performance
Harmonization of KPIs from Google Analytics, Matomo and Adobe Analytics, clustering of websites by type, objective and region, development of a website score for comparable performance evaluation.
PROJECT 2
Data Stack & Power BI Dashboard: Technical foundation for transparency and scaling
Development of a scalable data stack and creation of a Power BI dashboard for the analysis of more than 300 websites, including relative KPIs and country-specific adjustments.
The project infrastructure was set up as follows:
PROJECT 3
Data Driven Thinking & Adobe Analytics: Embedding Data Literacy sustainably
Promoting data-driven decision-making in marketing as well as the global rollout of Adobe Analytics, including consulting and training.
Unclear data strategy and lack of acceptance at the country level
At the start of the project, a company-wide data strategy had not yet been defined, and the individual countries pursued very different objectives and requirements. Many were initially skeptical about the idea of a global dashboard and were uncertain about the concrete added value that a central view of their local data would provide. The same applied to the global rollout of Adobe Analytics as the central web analytics tool.
Solution: We developed a clear target vision and communicated the concrete benefits of unified reporting. The combination of new tools, standardized metrics and a powerful dashboard was designed to provide the foundation for fostering data-driven decisions both strategically and operationally. In workshops, use cases and the advantages of data-driven marketing were demonstrated to actively increase acceptance and participation at country level.
Data competence not yet established within the company
The ability to confidently use data for business decisions was not yet established in many areas. This became particularly evident in dealing with KPIs and in the goal-oriented interpretation of web analytics data. While many teams had access to data, they were hardly able to translate it into concrete insights or actions.
Solution: We specifically built up data literacy through practical training sessions, introductory courses for Power BI and initial accompanied usage directly in day-to-day business. In addition, we provided training on Adobe Analytics to actively support the international rollout and ensure future adoption.
High time pressure combined with a complex project structure
The project had to be implemented under significant time pressure, with high complexity, many stakeholders and various international differences. At the same time, technical, content-related and organizational requirements had to be addressed in parallel without placing an additional burden on the operational teams.
Solution: Through an agile project structure with clear prioritization, subprojects could be implemented efficiently, and visible results were achieved early on. Within a very short time, we assembled a team of experts, each focusing on different components of the project. While the data strategists and analysts were responsible for the methodological aspects and the dashboard design, the data engineers handled the setup of the data stack, and the digital analysts ensured the smooth setup of Adobe Analytics with regard to analytical results. Regular communication ensured that all components seamlessly integrated with one another.
“Our goal was not just to deliver a dashboard or harmonize data, but to truly enable the company to make data-driven decisions. The greatest success of this project lies in bringing together technology, content and people. In this way, data has created real impact in marketing.”
Carolin Quast, Team Lead “Analytical CRM”
Hopmann Marketing Analytics