A smarter dashboard to optimize spend & conversion.

The Engagement

We partnered with Poly Consulting to create a marketing intelligence dashboard for “got milk?” (CMPB). The vision, as it stands today, is to centralize and automate the mechanisms with which marketing and communications performance are reported. The vision has been broken into three phases, each building on the next. For this engagement, we were starting at the foundation – Phase 1.

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The Build

The roadmap for the initial build was fairly straightforward. The name of the game was developing a viable proof of concept (PoC) that centralized all paid and non-paid marketing data, along with sales volume, into a centralized data repository for querying. If successful, we would be able to build any type of dashboard, using any logic or language of choice.

For speed and efficiency of the PoC, we opted to use Looker Studio (prev. Google Data Studio), as it provided the most comprehensive tooling for quick action of logging and pulling data.

The Challenge(s)

This endeavor came with two hurdles – getting the data and…getting the data. The first “getting the data” is in reference to coordinating with all marketing and comms teams supporting “got milk?”. These teams were composed of social (paid and organic), search (paid and organic), media and out-of-home (programmatic: display, online video, and audio/radio; English and Spanish), comms/PR (influencer and earned), and digital (owned). This process took months of coordination and defining the data plan and architecture to find consistency, continuity, and uniformity in the data.

The other “getting the data” was in reference to Sales data. I can’t say much about this, but the data is robust, expensive, and takes many discussions to get.

The Solution

Through simple tenacious perseverance, we were able to wrangle all teams, get the data in its rawest form, analyze the data for modeling, and connect it to our front-end visualizations and architecture in Look Studio. The dashboard allows for high-level reporting across all channels or deep dives into the performance of each channel, source, medium, and/or creative.

While it may be labeled as a PoC, we created a robust marketing and communications performance dashboard to serve as a launching point toward future phases.

The Result

With this version, the end client has the ability to view marketing performance across channels separately or grouped in aggregate, and visually see the impact on Sales. This is the first step toward marketing mix modeling to optimize channel activity around sales attribution.