Case Study
Camm & Hooper
From Data Chaos to Strategic Clarity
The Challenges
Before QZM, Camm & Hooper’s teams were flying blind across their premium venue portfolio.
On the surface, everything appeared to be running smoothly serving blue-chip clients like Google, Netflix, Sky, Disney, and Salesforce. But beneath the polished exterior, teams were drowning in disconnected data across seven prestigious London venues.
Marketing campaigns were launched into the void with no visibility into which efforts actually drove bookings. Sales teams chased leads without understanding the customer journey that brought prospects to their door. Finance struggled to piece together comprehensive business performance metrics from scattered spreadsheets, making strategic decisions feel more like educated guesswork.
In the competitive events industry, this lack of clarity wasn’t just inefficient; it was unsustainable.
Marketing Challenges
No attribution tracking
Impossible to trace complex customer journeys across channels
Budget allocation blindness
Marketing spend without clear ROI visibility
Campaign performance mystery
No visibility into which efforts drove actual bookings
Limited Targeting
Siloed data restricts audience segmentation and personalisation
Data Blind Spots
Incomplete data limits campaign optimisation and decision-making
Delayed Feedback
Marketing lacks real-time sales insights to refine strategies
Wasted Budget
Inefficient targeting and misaligned efforts increase costs
Sales Challenges
Pipeline invisibility
No real-time view of opportunities across venues
Lead source mystery
Chasing prospects without understanding their journey
Performance tracking gaps
No visibility into individual or team conversion metrics
Incomplete Customer View
Lack of unified customer insights hinders personalisation
Missed Opportunities
Hard to identify cross-sell or upsell chances
Poor Forecasting
Inaccurate data leads to bad decisions and targets
Finance Challenges
Manual reporting nightmare
Days collecting data for basic performance reports
Cash flow blindness
Unable to predict revenue timing across venue bookings
Profitability opacity
No clear margin analysis by venue, event type, or client segment
Budget variance mystery
Unable to track actual vs projected costs in real-time
Point-in-time reporting impossibility
No snapshot capabilities for board meetings or investor updates
The QZM Solution
A unified platform linking every system and data source, uncovering every insight.
QZM didn’t just implement another system, we orchestrated a complete data transformation. Our approach was surgical: preserve what worked, connect what didn’t, and create visibility where none existed before.
The implementation was remarkably swift. Once the bespoke CRM system was in place, connecting the remaining business systems became straightforward. What could have taken months was completed in weeks, with marketing channels integrated into the platform within days of the CRM going live.
Through intelligent API integrations, we transformed Camm & Hooper’s fragmented technology landscape into a unified ecosystem. Every touchpoint, from initial marketing engagement to final booking confirmation now flows seamlessly into one centralised platform.
The breakthrough was multi-touch attribution, finally revealing the complex customer journeys that drive high-value corporate bookings across all seven venues.
Marketing Solutions
Accurate Attribution
Track every touchpoint across channels
Holistic View
Understand the full customer journey
Improved ROI Tracking
Link campaigns directly to revenue
Channel Optimisation
Identify and invest in high-performing channels
Real-Time Insights
Adjust strategies based on live data
Cross-Team Alignment
Share attribution insights with sales for better collaboration
Budget Efficiency
Allocate resources to what works best
Customer Behaviour Insights
Understand what drives conversions
Strategic Growth
Use insights to refine future campaigns
Sales Solutions
Lead Prioritisation
Focus on the most promising, high-converting opportunities
Revenue Attribution
Track sales efforts directly tied to revenue generation
Optimised Efforts
Spend time on activities that deliver the highest returns
Customer Insights
Understand customer journeys for tailored, impactful pitches
Accurate Forecasting
Use data to predict outcomes and hit targets
Real-time Pipeline Visibility
Monitor opportunities across all stages and venues live
Lead Source Intelligence
Gain clarity on where prospects come from and their journey
Finance Solutions
Streamlined Reporting
Automate and simplify reporting for faster insights
Cash Flow Visibility
Accurately forecast revenue timing to improve financial planning
Profitability Insights
Access detailed margin breakdowns by venue, event type, and client segment
Dynamic Budget Monitoring
Track and compare actual vs projected costs in real-time
Point-in-Time Insights
Analyse historical and real-time data snapshots for precise decision-making
The Foundation: Technical Infrastructure
This integrated system forms the backbone of all departmental solutions. It equips Marketing with precise ROI tracking, empowers Sales with pipeline visibility, and provides Finance with real-time reporting, all driven by a unified data source, ensuring harmony across teams.
Bespoke CRM system
Tailored for multi-venue events business operations
Paid third-party venue listing integrations
Track external platform performance and ROI
API connections
Seamless integration of all existing systems
Real-time dashboards
Personalised views for each team’s specific needs
Unified data platform
Connecting CRM, marketing channels, event calendar, event planning, sales quote system and more
Single source of truth
Replacing data chaos with unified clarity
The Result
Immediate impact across all 7 venues and external platforms.
The transformation was immediate and profound. What previously took days of collecting data across departments now takes minutes. Teams simply log in and check their dashboards for real-time insights across all operations.
Marketing could finally explain budget allocation and, most importantly, demonstrate clear ROI across various channels with complete attribution tracking. Sales gained unprecedented pipeline visibility, clearly seeing where clients originated and how they progressed through complex booking journeys.
The business impact was transformational: Camm & Hooper could now negotiate with third-party venue platforms armed with concrete performance data, rather than assumptions. They became a company that truly knew its market, team performance, and marketplace potential.
From reactive management to strategic leadership: the visibility across all seven venues created a competitive advantage that improved every business decision.
Marketing Result
Complete attribution visibility
Full customer journey tracking revealing ROI across all channels
Budget accountability
Clear explanation of spend allocation and performance metrics
Campaign optimisation
Real-time adjustments based on actual booking data
Market intelligence
Competitive edge through trends and customer insights
Revenue growth
Identifying untapped opportunities and optimising profitability
Unified team performance
Seamless alignment between marketing, sales, and finance driving better results
Sales Result
Full pipeline visibility
Real-time tracking from lead to conversion across all venues
Team performance insights
Individual and collective conversion rates, deal velocity, and quota tracking
Lead quality intelligence
Source tracking enabling smarter prospect prioritisation
Revenue forecasting accuracy
Predictable booking patterns and deal progression analytics
Faster sales cycles
Streamlined processes reducing time from lead to close
Increased win rates
Improved conversion, repeat, and client retention through data-driven strategies
Finance Result
Instant reporting
From days of data collection to minutes of dashboard access
Point-in-time snapshots
Performance capture at any moment for board presentations
Revenue stream analysis
Clear visibility into performance across all seven venues
Cost per acquisition tracking
True understanding of customer acquisition costs by venue and channel
Third-party negotiation power
Performance data enabling strategic partnership decisions
Market intelligence
Understanding of true market position and growth potential
“For the first time, I could see our true performance across all venues instantly. It transformed how we make financial decisions.”
— Natalie Sykes, CFO
Key Takeaway
The transformation that redefined premium events management
From Data Chaos to Strategic Clarity
Transformed days of manual data collection into minutes of dashboard insights, enabling real-time decision-making across seven premium venues
Multi-Touch Attribution Breakthrough
Revealed complex customer journeys for the first time, allowing marketing to demonstrate clear ROI and sales to understand lead origins
Competitive Market Intelligence
Armed with performance data to negotiate third-party partnerships and understand true market potential across all channels
Ready to transform your data landscape?
Contact QZM to discover how unified systems can unlock your team’s potential.