Developing a Centralized Reporting Plan for Customer Communication Channel to Drive Marketing Growth
Härö, Sofia (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013545
https://urn.fi/URN:NBN:fi:amk-2025052013545
Tiivistelmä
The objective of this thesis is to develop a centralized reporting plan for the case company’s customer communication channel. It addresses a common business challenge: how to utilize marketing data effectively when it is scattered to multiple platforms. The thesis also discusses how to design reporting and dashboards that support data-driven decision-making and channel growth.
This thesis belongs to the realm of applied action research, using qualitative research methods. Data for the research was collected and analyzed from workshops, interviews and internal documentation. The strengths and weaknesses found in the current state analysis guided the selection of focus areas, which then helped to form the conceptual framework for the thesis. The framework consists of three key themes: centralized reporting, relevant KPIs and growth-focused dashboard design. The current state analysis, conceptual framework and the inputs from the case company guided the creation of the outcome.
The outcome of the thesis is a plan for centralized reporting for the case company’s customer communication channel, that combines data from different platforms and visualizes growth opportunities in the channel. The plan consists of business requirements, data plan, reporting KPIs and dashboard wireframes. When implemented, the reporting plan will give the case company a clear view of the customer communication channel’s performance, while making reporting, comparing results and finding growth opportunities easier. With centralized reporting, the case company can free time from manual data activities and grow the channel more strategically to bring more value to both the customers and the business.
This thesis belongs to the realm of applied action research, using qualitative research methods. Data for the research was collected and analyzed from workshops, interviews and internal documentation. The strengths and weaknesses found in the current state analysis guided the selection of focus areas, which then helped to form the conceptual framework for the thesis. The framework consists of three key themes: centralized reporting, relevant KPIs and growth-focused dashboard design. The current state analysis, conceptual framework and the inputs from the case company guided the creation of the outcome.
The outcome of the thesis is a plan for centralized reporting for the case company’s customer communication channel, that combines data from different platforms and visualizes growth opportunities in the channel. The plan consists of business requirements, data plan, reporting KPIs and dashboard wireframes. When implemented, the reporting plan will give the case company a clear view of the customer communication channel’s performance, while making reporting, comparing results and finding growth opportunities easier. With centralized reporting, the case company can free time from manual data activities and grow the channel more strategically to bring more value to both the customers and the business.