Marketing Dashboards

POVS / 2019.07.01

Analytics. Measurement. Insights. Dashboards. Reporting. Scorecards. After a while, these marketing buzzwords and their subsequent meanings can start to blend together, feeling more like synonyms for the same thing than separate, yet coordinating initiatives. So how are they different? And more importantly, how do they work together to deliver valuable business insights? Let’s unpack how you - and your agency - should be tracking and analyzing your digital media efforts.


In essence, you should be implementing, monitoring and optimizing your digital media efforts in real time while also engaging experts who can crunch the numbers on your data to provide post-run insights, helping you plan for the future.


Let’s put it this way: imagine you’re at a Formula One race. You’ve got an expert racer in the driver’s seat. They have the up-close-and-personal view of what’s going on in real time. Finishing first is their primary goal, and they reach it by adjusting quickly to changing conditions and using their instrument dashboard to monitor speed, performance and alerts.


Up in the stands, the owner is watching the racecar’s every move. Once the flag flies, do you think he or she is going to get in-depth race insights from the driver? The driver can share how fast they drove, what their RPMs were and what place they finished, but without a 30,000-foot-view of the information, they don’t have the necessary context to develop thoughtful insights and recommendations.


No, the owner is going to tap the analysts he pays to track the race from TV monitors that display real-time race information at granular levels. They keep a pulse on what’s happening in the car and the race while making performance adjustments and addressing emerging issues. They’re also recording this data so after the race they can recommend ways to improve overall performance.


Even so, the owner cares about winning, not deciphering data. So though the analysts give the owner access to real-time information during the race, once it’s over, they consolidate that info into simple, custom displays that show the metrics and insights he or she wants to see. This information was valuable for optimization when it was displayed on a digital dashboard; the same information, when carefully aggregated, is valuable for performance analysis and future strategy. The data is translated and presented in different ways because it has different uses for people with different needs.


In digital marketing, the driver represents the team executing your campaign. You represent the owner, and the analysts represent the rest of the media team that uses their removed position to assimilate contextual information and drive the success, and future, of your campaign.


At Tandem Theory, our unique approach to data sets us apart. We reject the idea of one-size-fits-all data presentations. We don’t sell dashboards as a performance report. We never present raw data feeds as insights. We believe media dashboards, when thoughtfully created and artfully executed, are wonderful tools that empower performance and optimization teams. They also boost efficiency between execution teams and clients by providing clear, concise, and transparent data visualizations on how money is being spent and performing.


We want to make sure that the people running your campaigns are free to do what they need to do to perform at peak levels. We do this with dashboards uniquely designed to inform on-the-fly optimizations, while also allowing key stakeholders the ability to check in on the status of the metrics they care about most. Then, when everything is said and done, we take data from the reporting period and present it straightforwardly while delivering actionable insights that answer all of your “So what?” questions.


If you’d like to learn more about how we can revolutionize your digital media approach, send us an email at info@tandemtheory.com

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