Marketing analytics for smarter Decision-Making.
- Industry: EdTech
- Country: USA
The main aim of this marketing dashboard is to provide a centralized, real-time view of marketing performance across various channels and campaigns, enabling marketing teams to streamline data access, enhance decision making, optimize budget allocation, monitor trends and KPI’s, provide granular insights, improve ROI tracking.
The core challenges
- Fragmented data sources: The marketing team struggled to unify data across various advertising platforms (e.g Facebook ads, Google ads, Twitter, and Instagram), which led to time-consuming data reconciliation processes.
- Lack of Real-Time insights: Without a centralized dashboard, the team couldn't track key performance metrics in real-time, leading to delayed decision-making and a reactive approach to marketing campaigns.
- Difficulty measuring ROI: With multiple campaigns running simultaneously across diverse channels, calculating the return on investment (ROI) for each channel and campaign was complex and inconsistent.
- Limited campaign comparison: Due to a lack of visualized insights, it was challenging to identify high-performing campaigns and allocate budgets effectively.
SolutionA comprehensive marketing dashboard was created to address these challenges. The dashboard aggregates data from various marketing channels, enabling easy tracking and comparison of campaign performance.
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Customizable date filters: Users can select date ranges to view data over specific periods, which helps in analysing trends for campaigns that span multiple months or for seasonal promotions. -
Data integration: The dashboard connects directly to each advertising platform, ensuring a seamless flow of data and minimizing manual entry errors. -
Key performance indicators (KPIs): Essential KPIs like total clicks, total impressions, total revenue, total spend, and return on Ad spend (ROAS) are prominently displayed, providing an at-a-glance summary of marketing effectiveness. -
Embedded reports: Embedded reports in marketing dashboard enhance user experience by providing detailed, interactive, and customizable insights without requiring users to leave the dashboard. -
Enhanced visualization: Bar and Pie charts illustrate complex data in an easily interpretable manner, aiding quick decision-making.
Integration.
Equipped with a variety of
data sources.
Organizations may increase decision-making, data accessibility, workflow efficiency, and process streamlining by integrating. We used the following integration capabilities to generate this report:
- Google Sheets
Customization.
How we played with charts?
In order to effectively display the data, we did more than just add charts; instead, we gave each one a unique design that served its intended function.
KPIs
Created KPIs where we included Spend, Impressions, Clicks and Conversions into one section and portioned using different mediums.
Fixed slicers
Created fixed slicers for Campaign name and Channel and a Slicer for date.
Conditional formatting
Applied conditional formatting for the table chart to represent the Clicks, Conversions, Impressions and used bars in different colours.
Enhancement.
By adding useful features.
Adding different kinds of charts, like Bar, Pie chart and Cards, Gauge, Donut chart makes the dashboard look better and makes the user experience more interesting and immersive.
Donut chart
The Donut chart represents the Profit by Channel.
Area chart
This chart represents the Profit by campaign over time.
Pie chart
The Pie chart represents the profit by medium.
Explore more.
Additional features.
Visualized campaign impact.Visualizations of campaign impact over time made it easy to track the progress and effectiveness of long-running campaigns, enabling timely adjustments.
User-Friendly interface. The interactive and intuitive design makes it easy for marketing teams, even those with limited technical skills, to explore data and make informed decisions.
Export preferred charts/KPI . With the export feature, users can easily clean up their data and save it. There are several methods to export a BI report. Here's a list of common export methods: PDF, PowerPoint, Excel, CSV, Web , Service API
