Project Overview

Designed and structured a custom CRM and campaign tracking system for Ditto Insurance to streamline influencer outreach, campaign execution, attribution tracking, and performance management.

The project focused on solving operational chaos caused by scattered influencer communication across inboxes, WhatsApp chats, and spreadsheets. The goal was to build a centralized, process-driven system that improved visibility, accountability, campaign tracking, and decision-making without requiring expensive CRM software.

The CRM system was built entirely in Excel/Google Sheets using structured workflows, conditional logic, attribution frameworks, and operational governance processes.

Problem Statement

Ditto Insurance faced major operational inefficiencies in managing influencer partnerships and campaign workflows.

Influencer communication and campaign coordination were fragmented across:

• Emails
• WhatsApp conversations
• Individual trackers
• Unstructured spreadsheets

This created several execution problems:

• No centralized visibility into active influencer campaigns
• Duplicate outreach to the same creators
• Missing campaign ownership and accountability
• Poor budget approval tracking
• Weak attribution systems for measuring campaign performance
• Difficulty tracking campaign stages and pending follow-ups
• Inconsistent campaign documentation and reporting

The challenge was to design a lightweight yet scalable CRM system that could centralize influencer operations, enforce process discipline, improve campaign visibility, and support attribution-based decision-making.

Goal

The objective of this project was to:

• Build a centralized CRM and campaign tracking system for influencer operations
• Eliminate duplicate outreach through ownership-based workflows
• Standardize influencer onboarding and campaign execution stages
• Improve campaign tracking and attribution accuracy
• Create structured operational governance for campaign approvals and reviews
• Enable faster reporting and visibility across influencer pipelines
• Build a scalable process without relying on expensive CRM tools

Tools & Technologies Used

• Microsoft Excel
• Google Sheets
• CRM Workflow Design
• Marketing Attribution Logic
• Conditional Formatting
• Data Validation & Dropdown Logic
• UTM Tracking Frameworks
• Campaign Pipeline Management
• Operational Process Design

What I Did

Designed a Custom CRM Architecture

Built a structured CRM system consisting of:

Campaign Pipeline

A centralized tracking sheet containing one row per campaign activation to monitor:

• Campaign stage
• Influencer ownership
• Outreach status
• Budget approvals
• Deliverables
• Campaign IDs
• Lead tracking
• ROI analysis
• Final campaign decisions

Influencer Master Registry

Created a master influencer database to maintain:

• Influencer names and handles
• Niche/category segmentation
• Follower tier classification
• Geography details
• Ownership assignment
• Contact management

Implemented ownership logic to prevent duplicate influencer outreach across team members.

Weekly Snapshot System

Designed a frozen weekly reporting structure used for operational reviews and pipeline visibility.

The snapshot system enabled:

• Weekly campaign tracking
• Pipeline health analysis
• Follow-up management
• Performance review discussions
• Operational accountability

Built a Multi-Stage Campaign Workflow

Structured the influencer campaign lifecycle into 7 operational stages:

1. Identified
2. Contacted
3. In Discussion
4. Agreement Confirmed
5. Live
6. Under Review
7. Closed

Defined mandatory operational checkpoints before campaigns could progress to the next stage.

This created process discipline and reduced execution gaps during campaign management.

Developed Attribution Tracking Logic

Designed a layered attribution framework to improve campaign measurement accuracy.

The attribution system included:

• UTM-based tracking
• Campaign code tracking
• Self-reported attribution fields
• Temporal lead spike analysis
• Manual CRM attribution overrides

Implemented weighted attribution logic where:

• Direct conversions received full credit
• Assisted conversions received weighted attribution

This reduced over-counting and improved ROI evaluation quality.

Implemented Campaign Governance Rules

Created operational control mechanisms to ensure campaigns could not go live without mandatory approvals and tracking structures.

Implemented validation logic for:

• Campaign ID generation
• UTM creation and verification
• Budget approval requirements
• Lead form integration
• Campaign code mapping

Designed escalation logic where campaigns above a predefined budget threshold required senior approval before activation.

Built Workflow Automation Features

Integrated spreadsheet-based automation features including:

• Conditional formatting for overdue follow-ups
• Dropdown-based ownership assignment
• Stage tracking systems
• Automated pipeline visibility
• Status-based monitoring

This improved operational efficiency while keeping the system lightweight and easy to use.

Key Systems & Metrics Tracked

Challenges & Learnings

Challenges

• Designing a scalable CRM workflow without dedicated CRM software
• Balancing operational simplicity with campaign tracking depth
• Creating reliable attribution systems despite imperfect marketing data
• Preventing duplicate outreach across multiple stakeholders
• Structuring operational governance without slowing campaign execution

Learnings

• Learned how operational systems directly impact marketing execution efficiency
• Improved understanding of CRM architecture and workflow design
• Gained practical exposure to attribution modeling and campaign tracking logic
• Understood how governance systems reduce operational errors and accountability gaps
• Learned how structured processes improve scalability in influencer marketing operations
• Developed stronger systems-thinking skills by designing workflows around real execution bottlenecks

Result / Outcome

Successfully designed a centralized influencer CRM and campaign tracking system capable of:

• Improving campaign visibility
• Reducing duplicate outreach
• Standardizing campaign workflows
• Strengthening attribution tracking
• Improving operational accountability
• Streamlining weekly campaign reviews

The final system created a scalable operational framework for managing influencer partnerships and campaign performance using lightweight, accessible tools.

The project strengthened expertise in:

• CRM system design
• Influencer marketing operations
• Campaign workflow management
• Attribution modeling
• Marketing process optimization
• Operational strategy
• Spreadsheet-based automation systems

Skills Demonstrated

• CRM Design
• Marketing Operations
• Influencer Marketing Management
• Attribution Modeling
• Workflow Automation
• Operational Strategy
• Campaign Tracking
• Process Optimization
• Excel/Google Sheets Systems Design
• Business Process Structuring
• Analytical Thinking
• Systems Thinking