How CKW (AXPO Group) Unified Campaign Performance and Connected Marketing to CRM Revenue

Dashflow pushes clean data every day into our data warehouse so we can focus on optimizing our campaigns

From fragmented channel dashboards to one source of truth, grouped campaign assets, full comparability, and CRM-backed KPIs.

Snapshot

Field	Details
Client	CKW (AXPO Group)
Industry	Energy
Focus	Grouped campaign assets; 100% comparability between marketing assets; connected to CRM revenue and KPIs
Tools integrated	Digital ad platforms, marketing data, CRM, data warehouse

1. The challenge

CKW runs multi-channel marketing across the energy business. Campaigns and assets were active across many platforms, but leadership and marketing teams lacked a single, trustworthy view of performance. Reporting lived in separate tools per channel, definitions drifted, and strategic questions were hard to answer with confidence.

Pain points:

• Every channel was reported in different dashboards - there was no one place to see performance the same way twice.
• No centralized, high-quality campaign performance KPIs that everyone could trust.
• Data was not connected and unified across the marketing stack.
• CRM was only loosely tied to marketing - mostly at conversion level, without consistent user-level and journey context for planning and optimization.

The result was extra manual work, slow alignment between teams, and budget conversations that leaned on awareness-style metrics instead of measurable business impact.

2. Why they chose Dashflow (implementation journey)

The team evaluated tools that could consolidate paid and owned campaign data without a multi-year IT program. Generic connectors alone did not solve the need for a clean, comparable model and CRM depth.

Why Dashflow:

• Supermetrics did not meet their needs for the level of detail and interconnectivity they required across sources and downstream CRM logic.
• Dashflow offered a practical, out-of-the-box path to bring all campaign data into one centralized, clean form—with grouped assets and consistent definitions.
• Customer journeys and user-level information from the CRM could be integrated without a huge IT budget, so marketing could tie spend and activity to outcomes that matter commercially.
• Dashflow built a fully customized report from the ground up, aligned to CKW’s stakeholders and controlling, not a one-size-fits-all template.
• Dashflow could automatically be integrated into their existing Data-Warehouse structure

Working closely with CKW, we shaped the data model, KPI set, and delivery so weekly and strategic use cases were covered from day one.

3. How they used it

Once live, Dashflow became the operational backbone for marketing performance at CKW.

Typical usage includes:

• Weekly performance controlling with a unified dashboard for all teams, so everyone works from the same numbers.
• Tactical and strategic decisions for marketing budget planning, grounded in comparable campaign and asset performance.
• A deliberate shift from awareness metrics to measurable business impact, supported by CRM revenue and KPIs alongside media metrics.

Teams spend less time reconciling exports and more time improving channel mix, creative, and investment where it moves the needle.

4. Results and proof

Metric	Before	After	Improvement
Attribution to campaigns	Fragmented / inconsistent	100%	Correct attributions to campaigns
Data quality	Siloed sources, heavy manual checks	95%	Trusted, pipeline-fed model
Reporting model	Many channel-specific dashboards	1 single source of truth	One unified view for all teams
Comparability across marketing assets	Low—apples and oranges	100%	Grouped assets, shared definitions
CRM connection	Conversion-level only	Revenue and KPIs connected	Journey and user-level context for decisions

With Dashflow feeding clean data into their data warehouse daily, CKW can steer campaigns with a clear line of sight from media and assets through to CRM-backed outcomes.

5. Key takeaways for marketing leaders in energy and multi-channel B2C

• Centralized campaign analytics is achievable without a massive internal build, if the model is designed for comparability from the start.
• Connector tools are not always enough; depth, joins, and CRM interconnectivity determine whether teams actually change how they budget.
• One dashboard and one KPI framework reduce friction between channel owners, leadership, and operations.
• Connecting marketing execution to CRM revenue and KPIs turns reporting from a backward-looking chore into a lever for tactical and strategic budget decisions.

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