The Challenge
Alzheimer’s Research UK had a wealth of digital data across the website, social media, email and advertising, but it was being reported separately by different teams on different platforms. This made it difficult to gather insight and tell a holistic story about performance and opportunities, slowing the organisation’s ability to generate timely insights and make decisions at pace.
The Objective
The goal was to create a central dashboard that would:
- Consolidate digital income, reach, and engagement in one place.
- Provide a tool to help democratise data and promote data-driven decision making across the organisation
- Support multiple stakeholders, from trustees needing high-level snapshots to specialists requiring detailed analysis.
- Automate reporting to reduce manual preparation and free up time for decision-making.
The Solution
Initially working with stakeholders within Alzheimer’s Research UK to understand the analytics requirements and problems to be solved, All Around designed and delivered a Power BI digital marketing dashboard, powered by Funnel.
With Funnel as the integration layer, Alzheimer’s Research UK benefited from a clean and standardised data pipeline: campaign names, conversions and channel dimensions were standardised before reaching Power BI. This reduced the need for complex transformations inside the model, improved data quality, and ensured scalability as new platforms or supporter journeys are added in the future.
The Power BI data model was built on a fact constellation schema, a modular structure connecting donations, paid media, web engagement, email, SEO and social datasets through bridge and helper tables. This approach guarantees consistency across platforms, enables advanced period-over-period comparisons, and allows each thematic area to evolve independently without breaking the overall model.
The dashboard brought together data from:
- Website
- SEO
- Paid Media
- Donations
- Social Media
- Core web vitals
Interactive features were designed to support analysis at different levels: dynamic date filters, period-over-period analysis, and time granularity selectors that let users switch between daily, weekly, monthly or quarterly trends.
To secure adoption and long-term value, the project included:
- Training sessions for relevant teams, helping stakeholders understand how to navigate the dashboard, apply filters effectively, and interpret metrics with confidence.
- Detailed documentation covering Funnel and Power BI configurations, providing transparency on data flows, ensuring reproducibility and allowing the in-house Analytics team to maintain and self-serve future improvements.
These measures not only reduced dependency on analysts, but also built trust in the data and established a shared foundation for digital insight across the organisation.
The Impact
The new dashboard gave Alzheimer’s Research UK:
- Automated reporting, replacing manual processes and fragmented spreadsheets.
- A consistent single source of truth across income, reach, and engagement.
- Reduced time and effort to understand digital performance; holistically and at a campaign level
- Cross-team alignment, with all stakeholders working from the same insights.
- Sustainable governance, thanks to training and documentation that protect continuity even as teams change.
The Digital Dashboard has become a strategic enabler for Alzheimer’s Research UK. By unifying marketing, engagement and fundraising data, it not only saves time and strengthens storytelling across teams, but also provides a scalable foundation for the future, making it easy to integrate new campaigns and KPIs, and ensuring that insights evolve in line with the organisation’s mission to accelerate dementia research towards a cure.
“Working with All Around on our digital dashboard was a highly positive and collaborative experience. From the outset, the team took time to understand our objectives and ensure a shared vision for the final product.
Throughout the process, they provided expert guidance on data integration and visualisation, and communication was consistent and clear. All Around managed everything from data processing to design with professionalism and attention to detail, and their follow-up sessions empowered our team to use and maintain the dashboard with confidence.”
Saul McCracken Digital Content Manager