How Sissyboy's CRM team gets its Monday report ready in five minutes

Sissyboy is one of three fashion brands managed by Termeer Groep's central CRM team. Laura van der Kallen, CRM Manager at Termeer Groep, is responsible for Sissyboy, Sacha and Manfield. The team reports on all three brands in SEINō. Its weekly dashboard is now ready in about five minutes, giving the team more time to investigate campaign results and decide what to improve.

Sissyboy

Fashion retail

Laura van der Kallen

CRM Manager, Termeer Groep

Preparing the weekly report used to take at least an hour per brand, according to Laura. Termeer Groep’s central CRM team now has its weekly dashboard in SEINō for the three brands it manages: Sissyboy, Sacha and Manfield. The dashboard is ready in about five minutes, and a summary of the main results arrives in the team’s inbox on Monday morning.

The earlier estimate was for preparing a report per brand; the five minutes describes getting the current dashboard ready. They are different scopes, so they are not a calculated total time saving. The practical change is clear: the team no longer has to gather each insight manually before it can review performance.

Reporting that gives the team time to act

Laura says the team adjusts the date, uses a prompt in SEINō Insights and can quickly review its weekly results. Campaign analyses are available sooner too. Instead of spending Monday morning assembling figures, the team can focus on what changed, what deserves a closer look and where to optimize.

The shared reporting setup matters for a central team. It gives Laura and her colleagues a consistent place to review the brands they manage while still investigating the performance of individual campaigns.

Weekly dashboard ready: ~5 min

Campaign monitoring that points to problems

Termeer Groep has set up weekly emails with summaries of campaign performance and notable changes. SEINō Insights helps the team notice patterns and exceptions it might not have spotted immediately. Laura uses those signals as a starting point for further analysis, rather than treating them as conclusions on their own.

When a temporary technical issue affected their email platform, the team used SEINō to see which campaigns had stalled or were no longer progressing as expected. That gave them a starting point for investigating the issue and taking action sooner. Laura also says the team no longer has to rely only on actively searching for every deviation itself.

Results in context, across brands and periods

The team compares campaign results with the same period in the previous year and with its targets and budgets. That helps it see where performance is on track and where a budget or campaign may need attention. SEINō Insights can surface connections and unusual results the team did not immediately think to look for.

Laura says the value has grown beyond faster reporting. The team uses these insights to reach its own conclusions, find opportunities and make more focused improvements to campaigns. For Sissyboy and the other brands managed by Termeer Groep, SEINō is now part of the team’s regular analysis and decision-making.

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