The story
A communications and market-audit brief across seven African insurance markets uncovered a measurement gap. Digital interactions and face-to-face activity were recorded separately, making campaign performance difficult to compare.
The response combined consistent campaign codes and tagged links with short QR-accessed forms for field teams. A central dashboard brought the information together without requiring a new software budget.
The strongest lessons concerned adoption as much as technology. Short forms, local champions, clear ownership and language planning help a system become part of everyday work. Tracking creates visibility; reliable follow-up and trained teams turn that visibility into a useful operating habit.
THE PRACTICAL LESSON
Plan measurement, ownership and team adoption before a campaign launches.
A concise website edition of Diana’s original LinkedIn post. Follow the source link for the full account.
