Early sketching of uplift methodology as a dashboard concept.

ROI + Impact Dashboard (Pilot)

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SoPost chose to go beyond “did this campaign work?” and reframe conversations around long-term value. In this pilot, we quantify value through two pillars: short-term incremental revenue (modelled) and purchase-intent / trust uplift (measured), benchmarked and shown with likely ranges, used as defensible leading indicators of lifetime value.

Status: Built as a Looker proof-of-concept and in internal pilot testing with Commercial and CS teams while we validate inputs, thresholds and usability.

Problem: Reporting historically focused on delivery metrics and short-term outcomes. Useful, but it didn’t show how value builds after first purchase or how trust signals can translate into future revenue.

Low-fidelity dashboard view with benchmarks, confidence, and trust multipliers.

Implications

  • Our brands and partners risked seeing SoPost as a short-term acquisition tool, not a sustained growth driver.

  • Customer Success Managers (CSMs) didn’t have a consistent way to explain uplift.

  • The Commercial Team spent time defending value rather than demonstrating it.

What we built (pilot scope)

  • Incremental revenue (modelled): attribution vs control at campaign + aggregate.

  • Purchase-intent / trust uplift (measured): with benchmarks and likely ranges.

  • Context: category + network baselines for fast interpretation.

  • Storytelling: aggregate roll-ups with drill-downs, plus exportable snapshots.

  • Quality gates: visible thresholds and exclusions; shared definitions in progress.

Note: Scope is intentionally limited while we validate the model and presentation with users.

Pilot build in Looker, tested internally with CSMs + Commercial.

Impact so far (internal)

A single, credible internal view teams can use during the pilot when discussing value with brands.

CSMs can lead with value, before diving into delivery details.

Proves a clearer long-term narrative; strong example to underpin LTV work.

Testing and deployment

Methodology: Developed by our Head of Product Dan.

Design & development: I translated the methodology into product terms, wireframed the experience, defined data/UX requirements, and built the pilot dashboard in Looker.

Validation: I’m working with CSMs to test thresholds (benchmarks, confidence ranges, exclusions) and iterating on the presentation so it’s usable and defensible in brand conversations.

Conclusion and communication

As longitudinal data stabilises, we’ll extend the pilot to include 12-month ROI and lifetime value (LTV). The current short-term incremental revenue + trust uplift now act as validated leading indicators and provide a clean bridge to those longer-horizon metrics, so teams can tell today’s value story while we quantify tomorrow’s.

We’ve moved the conversation from “did it work?” to “how much value did it create now and next?”, giving our teams a confident, consistent way to show SoPost’s impact.