Standardizing, Optimizing and Automating Reports (Turnkey Reports)

A performance-driven digital marketing agency offering a broad range of services, including SEM, SEO, Shopping & Feed Management, Performance Display, Paid Social, CRO, and Insights & Analytics.

Background With Analytical services, client provides their customers with analytical reports helping them make data driven marketing decisions based on the Ad Campaign performance across various channels and platforms. Basically, these are cross channel reports to understand how campaigns are performing across channels such as Paid Search, Social, Marketplaces etc.,

With a big list of customers in need of such reports and expectations of sharp turnaround to see their campaign performance data. Client wanted to have a reporting service that would,

Ease of standing up the reports

This is when client reached out to DF to help them with this requirement and here's how DF exactly helped client

Data transformation and integration with Tableau reporting

Dashboard design, creating data story, creating user experience

Client already had a repository of data extracted from various platforms and transformed it to suit the cross-channel reporting needs using DBT models. The set up that they had was to transform the data for each customer and use it as input to stand up Tableau dashboard respectively for each of them. This was time consuming process and would take lot of efforts.

In order to solve this issue, DF suggested client to load transformed data for multiple customers into a single data repository and maintain an identifier to distinguish data for each customer. We would use this data table as input to the Tableau dashboard and use the feature of "User Filter" in Tableau to provide row level security and show only client specific data on the dashboard to the user logged into server. This way we would avoid the process of standing up dashboards for each of the customers.

First thing we wanted to do, was to build a story around the data and segment different operational touch points into sections on the dashboard. So, dashboard was segmented into 3 different views.

Overview of the KPIs: Key metrics and their trends

Performance by segments: Analyzing key metrics broken down by segments (Channel and Platform)

Pacing Summary: Understand how the actuals are pacing towards the targets

Once the dashboard is ready to be published on the Tableau server, the important question is, how to distribute reports and allow specific data access to the users (Client A, will be allowed to access only the data related to A).

As mentioned earlier we have managed keep an identifier (client name) in the data table, we would now use that column to enable the user filter on the dashboard.

Tableau Server side: Create user groups specific to the users belonging to spcific clients (EX: Create User Group A and add all the users belonging to A to that group)

On the Tableau dashboard: Define a user filter which will try to match the Client Name column in the data with the Group Name created on the Tableau server.

Standardized analytical report offerings that provides customers with holistic view at their Media Ad channel performance to drive key marketing decisions.

The solution turned out to be TurnKey offering of the analytical reports that can be quickly delivered to the customers and enables upsell opportunities. We were able to achieve quantifiable benefits such as

35% reduction in the turnaround time

Much reduced efforts from the developers that would save atleast 20 hours per customer deliverable.

The setup process for the dashboard has become remarkably easier, and we've achieved a significant reduction in errors, nearly reaching zero errors per deliverable.

What Decision Foundry will do for you

Decision Foundry has what you need to excel in your marketing endeavors and results. We will help you reach more customers, get more for your money, and get a clearer focus on your marketing intelligence. Decision Foundry makes it easy to set up, customizes tools to access and sort your data streams, and helps you acquire the best picture possible for your success.