New Campaign Manager Set Up Flow

SoPost wanted to move the conversation beyond “did this campaign work?” and start talking about long-term value.

In this pilot, we measure value through two pillars:

• Short-term incremental revenue (modelled)

• Purchase intent and trust uplift (measured)

Each is benchmarked, shown with likely ranges, and used as a defensible early indicator of lifetime value.

Status

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

The Problem

Reporting had focused on delivery metrics and short-term outcomes — useful, but incomplete. It didn’t show how value builds after the first purchase, or how trust signals feed into future revenue.

Why It Matters

• Brands risked seeing SoPost as a short-term acquisition tool rather than a long-term growth driver.

• CSMs didn’t have a consistent or credible way to talk about uplift.

• The Commercial team often had to defend value instead of demonstrating it.

What I Built (pilot scope)

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

• Purchase intent and trust uplift (measured): with benchmarks and confidence ranges.

• Context: category and network baselines for faster interpretation.

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

• Quality gates: visible thresholds, exclusions, and shared definitions (in progress).

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

Next Steps

• Validate thresholds and ranges with CSMs through pilot feedback.

• Test how clearly the framework supports commercial conversations.

• Refine data inputs and visual presentation before extending to brand users.

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 data matures, we’ll expand the pilot to cover 12-month ROI and lifetime value (LTV).

For now, incremental revenue and trust uplift act as early, credible signals of long-term value, a bridge between immediate results and the bigger picture.

The work has already changed how we talk about performance. Instead of “did it work?”, we can ask “how much value did it create, now and next?”