The challenge
IoIC held substantial data on membership performance and experience but struggled to turn it into anything actionable. Membership numbers were growing, but retention wasn’t meeting expectations, and rich data sources sat without a clear system to analyse or act on them. Members themselves found it difficult to navigate to the information that was actually relevant to them.
What we did
Layercake worked with IoIC to turn its data into a strategic asset rather than a reporting exercise. That meant building custom dashboards for different operational areas, with particular focus on membership engagement and retention, and introducing an engagement scoring system to give IoIC a clearer read on member behaviours and interactions.
Alongside the dashboards, Layercake introduced OKR methodology to align IoIC’s strategic goals with real-time insight, so the board and HQ teams could track performance as it happened rather than after the fact. Sharper membership insight also let IoIC identify the specific points where members were struggling, so services could be refined around them directly.
Results
IoIC can now prioritise action based on evidence rather than assumption. The insight-led approach has sharpened focus on member interactions and supported stronger retention, while data-backed evidence has helped optimise the member experience so members reach relevant information faster. Internally, the introduction of OKR boards has streamlined reporting and kept leadership updated with real-time progress.
What is next
IoIC is now going deeper into engagement analytics to push retention further, working with Senis AI to bring artificial intelligence into retention planning — improving personalisation, user experience and pricing models. Alongside that, new content and marketing dashboards are strengthening top-of-funnel effectiveness, and a wider push on team enablement and data literacy is embedding data-first practice across the organisation.