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Informa
Benefits of Our Transformation
A group-wide programme to standardise marketing measurement across Informa, creating a unified KPI framework, taxonomy and roadmap for scalable rollout.
About Informa
Informa is a global leader in events, digital services and academic research with multiple business units and brands operating across markets. Informa wanted to improve consistency, comparability and confidence in marketing performance reporting across the organisation.
Results That
Matter
2
Workstreams delivered
9 weeks
Phase 1 duration
Single source of truth foundation
KPI framework outcome
KPI catalogue + architecture + dashboard wireframes
Key deliverables produced
The Opportunity
Informa’s marketing measurement landscape had evolved in a fragmented way across brands and regions, creating inconsistent KPIs, duplicated tools, and limited ability to compare performance or optimise spend at scale. Project Optima was designed to establish a unified measurement framework and taxonomy that could be built once and scaled broadly.
Solutions Delivered
Beyond supported Informa to define a common marketing performance framework and practical roadmap, creating the foundations for a single source of truth that enables robust, data-led decision-making across all business units.
Led Phase 1 business and technical discovery to capture current practices, requirements and pain points across brands and regions
Defined common data definitions, standard metrics and KPI taxonomy to create a consistent language for marketing performance
Conducted gap analysis of existing KPIs and mapped data sources, usage and dependencies across the organisation
Supported a comprehensive tooling audit covering internal and external platforms (including paid media, web analytics, SEO and social reporting)
Designed the measurement framework and prioritised KPIs into a structured catalogue to support scalable reporting
Produced the data architecture blueprint and KPI specification approach, aligned to Informa’s target data environment (including the IIRIS data lake)
Developed dashboard templates/wireframes tailored to stakeholder roles, enabling consistent and actionable reporting views
Delivered a Phase 2 roadmap to move from framework design into MVP build, testing and wider rollout
Results & Impact
Informa established the core foundations required to standardise marketing effectiveness measurement across business units, creating a consistent KPI framework, improved visibility of current tooling and data sources, and a practical roadmap for MVP delivery and scale-out across brands and regions.
Lesson Learned
Marketing performance transformation is as much about alignment as analytics. Standardising definitions, governance and stakeholder buy-in early is essential to avoid “dashboard sprawl” and ensure measurement drives better decisions, not just more reporting.
“Project Optima has given us clarity, alignment and momentum. Beyond helped us move from fragmented measurement to a practical, scalable framework—creating a single language for performance and a clear roadmap for delivering value across the group.”
Group Marketing Effectiveness Lead, Informa
