Case Study
Camm & Hooper
Running seven premium London venues creates mountains of data from every booking, enquiry, and campaign. For Camm & Hooper, that data was their biggest asset and their biggest headache.
The Challenges
Before QZM, Camm & Hooper’s teams were flying blind across their premium venue portfolio.
They hosted events for blue-chip clients like Google, Netflix, and Disney, but teams were drowning in disconnected data across seven London venues.
Marketing couldn’t track which campaigns drove bookings. Sales chased leads without knowing their source. Finance spent days building reports from scattered spreadsheets. Strategic decisions relied on guesswork, not data.
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
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
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
QZM orchestrated a complete data transformation. We preserved what worked, connected what didn’t, and created visibility where none existed.
Implementation was swift. Once the bespoke CRM system was in place, connecting the remaining systems took weeks, not months. Marketing channels integrated within days of the CRM going live.
Through API integrations, we unified Camm & Hooper’s fragmented technology landscape. Every touchpoint from initial engagement to final booking now flows into one centralised platform.
The breakthrough was multi-touch attribution, revealing the complex customer journeys that drive high-value corporate bookings across all seven venues.
Marketing Solutions
Accurate Attribution
Track every touchpoint across channels
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
Sales Solutions
Lead Prioritisation
Focus on the most promising, high-converting opportunities
Real-time Pipeline Visibility
Monitor opportunities across all stages and venues live
Lead Source Intelligence
Know where prospects come from and their journey
Accurate Forecasting
Use data to predict outcomes and hit targets
Revenue Attribution
Track sales efforts directly tied to revenue generation
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.
Bespoke CRM system
Tailored for multi-venue events 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 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 went beyond just faster reporting. Camm & Hooper moved from scattered data across several systems to having everything in one place that everyone could access and trust.
Within weeks, the whole company worked differently. Instead of teams having different numbers for the same question, everyone now saw the same picture. Meetings that used to involve hunting through emails and spreadsheets now had answers ready on screen.
The impact touched every part of the business. Marketing could prove what worked. Sales knew where every lead came from. Finance produced reports in minutes instead of days. Even negotiations with venue listing partners became data-driven rather than based on assumptions.
What started as a data project became a complete shift in how Camm & Hooper operated. Every venue, every decision, backed by clear data instead of best guesses.
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.