New KPI Reporting for Marketing of an Online Marketplace

My Client
Online Marketplace
Case Duration
3 Months
Year
2021
Country
Germany

Challenge

A leading European online marketplace in the automotive sector, headquartered in Germany, struggled with a lack of transparency in its brand marketing department. Over time, reporting structures had developed organically, resulting in inconsistencies and a lack of clarity regarding key performance indicators (KPIs), return on investment (ROI), and overall marketing effectiveness. This made it difficult for leadership to make data-driven decisions about marketing investments and strategy.

Approach

To establish a structured, transparent reporting system, I led a comprehensive assessment and transformation initiative.

Key steps included:

  • Current State Analysis: Conducted in-depth 1:1 interviews with key department leads to identify gaps, inefficiencies, and reporting pain points.
  • Governance & Structure: Designed a clear reporting and governance framework to bring consistency to performance tracking and decision-making.
  • Defining Key KPIs: Led collaborative workshops with senior leadership to align on top performance indicators, ensuring relevance for both marketing effectiveness and broader business goals.
  • Implementation of Reporting Model: Developed and introduced a new, structured reporting model aligned with leadership needs, integrating essential KPIs, ROI tracking, and other critical e-commerce marketing metrics.

Results

The implementation of the new reporting system led to:
- Increased transparency across brand marketing performance metrics.
- Higher employee satisfaction, as teams gained clarity on their impact and contributions.
- More informed decision-making, enabling leadership to optimize marketing spend and ROI with confidence.

This structured approach not only provided immediate insights but also laid the foundation for a more data-driven and strategic marketing function.

"Vera is a highly motivated and thoughtful person who always acts in the best interest to deliver excellent results for the client and our team."

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Mark Reimer

Director, Monitor Deloitte

"High performing and agile execution of a large complex project. Very satisfied. Would be happy to work together again at any time."

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Michael Wolz

Commercial Director, GSK

"As a project manager she built an outstanding trust-based relationship with the team, proactively asking for and offering feedback and integrating this into her work. The analysis was very well executed."

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Partner

Consulting Firm

"High level of competence in project management, ensuring timely and high-quality delivery of work, leading the team through challenging situations with resilience."

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Benedict Löwnau

Senior Consultant, Jester Consulting

"Outgoing, open, and reliable. Great commitment and positive energy. Strong analytical skills."

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Daniel Morf

Digital Lead, MIGROS Industries

"Fantastic partner. Very organized.
Helped keep team focused and moving forward."

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Director

KKR Portfolio Firm

"She has exceptional skills in targeting high-net-worth individuals. Vera's ability to blend high-end aesthetics with effective digital strategies positioned us as a key player in the luxury market."

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Nikita Fahrenholz

Fahrengold, Co-Founder