Saving client time - reusable campaign dashboard
The customer:
The customer is a world-class technology company, creating user-friendly collaboration tools for businesses of all sizes. With a market capitalization in the tens of billions (with a B!) dollars, our customer leads the workforce collaboration space, bringing teammates together to share and build on each other’s work - think software for documenting progress, sharing priorities, and storing knowledge gained during projects.
The challenge:
Our customer frequently runs paid digital marketing campaigns for the individual products in it’s suite. These marketing campaigns require a sizable time commitment to set up, execute, and monitor; analytics teams regularly partner with marketing and product leads to establish a reporting source of truth, customized for the individual campaign being run. Each campaign requires approximately 10 hours of investment by a marketing analyst to create a reporting source of truth - with an average of 4 campaigns per year, across 3+ products - that is a minimum of 120 hours of effort in a year - and that doesn’t include time investment from stakeholder teams to review and approve reporting sources of truth!
The 80/20 principle
How can we solve for 80% of use cases, in a standardized manner?
Solving the challenge:
This challenge is a result of scale outpacing innovation. To solve this problem, we determined how this reporting could be streamlined, standardized and made repeatable.
Process and standardization are key attributes when solving a problem of scale.
Interviews were conducted with technical and stakeholder teams to to understand the strengths and weaknesses of current reporting methods
This interview process also uncovered findings about the breadth of campaigns being run - a bell curve of reporting requirements, where most campaigns shared similarity in their purpose, target metric, and required oversight by stakeholders
Listing out the reporting requirements across our 80% majority of campaigns unlocked the path forward
We could clearly define the necessary changes to the underlying data model - e.g. campaign goal data required standardized columns that outlined the product being marketed, the success metric, and the campaign name
We could develop a single standardized Tableau report for use across all campaigns, leveraging Tableau advanced features for dynamic metrics or dimensions
The results:
The outcome of this effort was an immediate savings of 80% analyst time in subsequent campaigns - that is 8 hours saved, per campaign, per analyst. This time savings also allowed campaign managers access to critical early visibility into their campaigns, to ensure that marketing spend, tagging, and analytics were functioning correctly.
Ready for the next step?
Reach out and start a conversation - we won’t pressure you, give a hard sell, or send endless follow-up emails.
