Specsavers’ marketing is among the most recognised and awarded in the world. But success brought its own challenge: when every market reported back, all the dashboards looked good. KPIs were “green” everywhere – making it hard for the central team to see where the real opportunities and risks lay.
We helped by designing a clear hierarchy of KPIs, tiered by importance and linked so primary metrics could be explored through supporting secondary measures. On top of this, we created a colour-coded dashboard that displayed both the status (on target, ahead, behind) and the trend (rising, falling, static) across every market.
The result is a simple but powerful tool: an instant barometer of brand health and campaign performance. It gives the central marketing and leadership teams the clarity to prioritise tasks, spot risks early, and focus effort where it will have the greatest impact.
