Am I doing the right thing? Gaining insight by using marketing dashboards & analytics

Create your dream holiday with just a few mouse clicks

Why are websites like booking.com, Cheaptickets, Goedkope vliegtuigtickets … so popular? The reason is obvious:

  1. The prices are sharp.
  2. Flights or accommodation can be booked quickly and easily.

Just enter a few parameters and all the relevant results are displayed in a well-organized overview. Price, location, flight time, airline company ... all I have to do is scroll down the list and select the most favorable option.

No need to visit the different websites of hotels or airline companies separately. A flight or hotel can be booked in no time.

Momondo is an even better alternative. Besides listing the different options, this website also generates some minor analyses. For each search the quickest, cheapest and best (combination of quick and cheap) options are automatically displayed. Especially this last feature makes it interesting for users.

By joining different pieces of information the above websites allow me to book my trip much more quickly and efficiently. Just a few clicks give me an insight in lots of data and allow me to make the right decision in no time.

Measuring & knowing

Gaining quick and efficient insight in information is something I also need for marketing activities. ‘Marketing’ has changed a lot in just a short period of time. Traditional channels have had to make room for digital multichannel marketing. Marketing automation nurturing, customer journey … are words that are buzzing in my ears all the time. At first sight a fantastic evolution for someone like me: marketer & digital native. Targeting leads and prospects should be much more efficient this way.

However, getting maximum results from the different marketing actions is not so simple anymore. This digital multichannel approach gives me the feeling that an overload of information reaches me through different channels. Direct Mailing, Twitter, LinkedIn, Facebook, Website, … I distribute content through all these channels. Frequency data can be consulted in the analytics of each channel. At the same time each channel provides data about how this content is viewed. Clicks, website visits, new followers, likes ... Not easy to get an overview of all the incoming information in this web of information. If I want to see the forest for the trees I will have to spend some time on it.

(Don’t get me wrong: the idea is not to follow up individual customers, but to gain insights on a higher level. I used ‘privacy by design’ to this end. In cooperation with our GDPR experts).

There are three things I want to know/measure:

  • Am I doing the right thing for every individual channel? What is the evolution per channel? (Permanent monitoring)
  • How do certain specific campaigns score?
  • Are there relations between the different channels and content? Can certain patterns or flows be detected?

Marketing analytics dashboards to the rescue

Given the fact that I use a lot of different sources, and that the analysis I need tends to change and evolve, I needed a platform that could give me a connected view on my relevant data, and allows me to be flexible in the analysis I want to do. As a marketer I am bombarded with tools that provide some pieces of the puzzle, but not in the unified and flexible way that I need it. That is why I contacted our internal analytics team. They already had a strategy and extraction method for each of my sources which could get the data into PowerBI, a commonly used dashboard tool. We got things up and running very quickly. With their help, I now have a few dashboards that give me a view per channel, while also providing me with a multichannel dashboard with a connected view across all channels.

Channel detail dashboards

I now have a dashboard that lists the details I need for each channel. For example, they provide some KPIs that I (currently) consider useful (like how many followers, likes, tweet postings …). This allows me to monitor current performance compared to the targets we set, and see for each channel if things are going well, and how each channel engagement is evolving. A listing of postings (tweets, Facebook posts) that are most popular (likes or retweets) helps me assess which content is doing well (or less well) with my target audience. This information was already available to me, but I had to visit a lot of different websites to get the information I needed. Now it’s easy and convenient.

Multichannel dashboard

The most interesting analysis I got from linking the different channel data in a multichannel dashboard.

An example analysis from that dashboard is shown here. The yellow line is website traffic, and the bars give an overview of the combined cross-channel activity (with the colors indicating the channel). I can combine these data on a monthly or weekly level.
This is a very visual representation of this interaction, so I can get insights quickly and establish links between the activity on the different channels. So now I know which channels are currently performing well (to be consolidated), and the channels that are not having so much impact (to be enhanced).

Sharing is caring

LoQutus works with a system of ‘social media ambassadors’. These consultants help me boost our social media presence. They also have access to the dashboards to keep an eye on the KPIs that we defined together, while I keep them motivated by showing them that their efforts make a difference!

Flexible platform

These first steps have already been very useful for me. I have a central place to look for the information I need, and I can make quick analyses across all our channels to determine my next actions. But the real power is that this platform is easily adaptable and extendible. If we start using new channels, I know that I can get them in the same overview. If I need to build a new graphic, I now the data is connected there, and I have an environment ready.

We have already started to determine features for our next version!

Tineke Tondeleir (Marketing)

Thomas D'Hauwe (Analytics & Insight team)