How To Unify Data with Bespoke Dashboards for True Insights
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The document outlines a webinar agenda focused on leveraging data analytics to enhance marketing strategies, featuring sessions on unified data, media mix modeling, and analytics auditing. It highlights common client challenges related to data visibility, actionable insights, and forecasting, while promoting solutions like customized dashboards and attribution models through the Mobius platform. Key takeaways emphasize the importance of unifying data and building robust measurement solutions to drive business outcomes.
How To Unify Data with Bespoke Dashboards for True Insights
- 1. 11:00 – 11:45am PST 12:30 – 1:15pm PST Today’s Timeline 11:45am – 12:30pm PST Unlock Your Brand’s Maximum Potential with Data Analytics TINUITI & SNOWFLAKE PRESENTS: Actionable Steps to Increase CLV Across Your Integrated Media Strategy 1:15pm – 2:00pm PST TINUITI & DATAROBOT PRESENTS: Leveraging Media Mix Modeling to Drive Performance Marketing Results TINUITI & TABLEAU PRESENTS: How To Unify Data with Bespoke Dashboards for True Insights TINUITI & OBSERVEPOINT PRESENTS: Build a Foundation for Data Integrity with Analytics Auditing
- 2. title title How To Unify Data with Bespoke Dashboards for True Insights Unlock Your Brand’s Maximum Potential with Data Analytics
- 3. ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts Eyebrow Text Today’s Logistics Persephanie Arellano Webinar Coordinator
- 4. Today’s Speakers Courtney Bittelari Manager, Insights & Analytics Abby Warner Account Executive
- 5. 5 1. Poll Question 2. Common data challenges & struggles 3. Why it's important to unify your data 4. The value of creating robust measurement solutions 5. Q&A Agenda
- 6. Poll Question Have you experienced walking into a meeting where everyone has multiple sources of truth for performance and have different results?
- 9. 9
- 10. Common Challenges & Struggles
- 11. Challenge #1
- 12. 12 Things We Hear from Clients: ● Our teams and leadership don’t want excel tables, but I’m not inspired to present data in meaningful ways ● I have a hard time choosing the proper visuals CLIENT CHALLENGE #1 My dashboards aren’t impactful, I don’t know how to tell a cohesive story, they’re UGLY!
- 13. 13 CLIENT CHALLENGE #1 My dashboards aren’t impactful, I don’t know how to tell a cohesive story, they’re UGLY!
- 14. 14 CLIENT CHALLENGE #1 My dashboards aren’t impactful, I don’t know how to tell a cohesive story, they’re UGLY!
- 15. 15 CLIENT CHALLENGE #1 My dashboards aren’t impactful, I don’t know how to tell a cohesive story, they’re UGLY!
- 16. 16 CLIENT CHALLENGE #1 My dashboards aren’t impactful, I don’t know how to tell a cohesive story, they’re UGLY!
- 17. What does a meaningful dashboard look like?
- 21. So how do we go about it the right way?
- 22. 22 Mobius Overview Connects, collects, and synthesizes your data in one place, with visualization, integrations, and reporting that makes your insights easy to understand and act on. Think of it as the operating system where all of your data lives. It ingests and synthesizes all of your Tinuiti managed data at scale to power unified, always-on marketing insights with reporting that comes standard. Once in place, this framework allows us to provide comprehensive visualization dashboards and insights tailored to your business needs and specifications. Our team of data experts works with your team to bring key business and marketing performance data into MobiusOS. And with over 500 plug-and-play integrations, you can ensure we can pull your data from wherever it lives.
- 23. 23 Close the Loop on Your Marketing Performance for Good. Don’t just look at a few facts and figures and hope for the best. Interpreting results based on poor data is bad for business—and your marketing dollars deserve better. That’s why Mobius unites every single data touchpoint in one place, that helps unify, optimize, and activate your performance marketing data unlike any other platform on the market. No matter the size of your company, the industry you’re in, or the products you sell, the Mobius Suite provides exactly what you need to understand and act on your brand’s data so you’ll always know your next best move—and the one after that, too. Mobius Overview
- 24. 24 A clean and concise executive summary of performance
- 25. 25 Easy visual cues to monitor performance over time
- 26. 26 More than just tables of performance by state
- 27. Challenge #2
- 28. 28 Things We Hear from Clients: ● I spend more time pulling data than actually analyzing it ● Too much of our advertising, sales, website, etc. data lives in disparate places ● I just want one place where I can track the health of everything really easily CLIENT CHALLENGE #2 Poor Data Visibility & Actionability
- 29. 29 What We Offer: Fully customized and automated Tableau-based dashboards leveraging data ingested and integrated via Mobius Why is This Important? Today’s landscape requires Marketing Leaders to stay informed daily and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. What The Tinuiti Analytics Team Would Prescribe: Automated Marketing Monitoring (Bespoke Dashboards) CLIENT CHALLENGE #2 Poor Data Visibility & Actionability
- 30. Challenge #3
- 31. 31 Things We Hear from Clients: ● Our board/exec team is asking for a forecast on Marketing’s impact on revenue for the second half of the year/2021 ● How will the recession/COVID-19/competitor spending trends impact our future revenue? CLIENT CHALLENGE #3 Inability to Plan for Future Growth
- 32. 32 What We Offer: A project that breaks down predicted future values of data series such as sales volumes, revenue, new customers etc. Optional to include other 3rd party data sources like S&P 500 trends, Consumer Confidence Index, Unemployment rate, Kantar spend data, etc to further refine the forecast Why is This Important? Every business needs an accurate picture of future revenue and customer acquisition/retention -- insight required for Marketing leaders to unlock more efficient planning and resource allocation. Using your historical performance data, we build precise forecasting models that can incorporate seasonality, business changes, and macroeconomic conditions. What The Tinuiti Analytics Team Would Prescribe: Forecasting (Basic or Advanced) CLIENT CHALLENGE #3 Inability to Plan for Future Growth
- 33. Challenge #4
- 34. 34 Things We Hear from Clients: ● We’re not getting a great ROI on our Display efforts, should we cut spend? ● Is our top-funnel Social prospecting having any impact on Search performance? ● Is there any data to show that we should ramp up our brand awareness spend? CLIENT CHALLENGE #4 Unclear Channel Impact on Customer Buying Behaviors
- 35. 35 What We Offer: Projects that can ● Expose cross-channel impact ● Propose weighted channel attribution models, and ● Shed insight on your customers’ most frequent buying paths Why is This Important? Too many marketers are limited to viewing channel impact based off of the last click, leading to inaccurate measurement and misconceptions on channel performance. An effective attribution model looks at the unique buying paths of all of your customers and sheds insight on how each channel influences a conversion. Understanding the relationship each channel has to each other and the relative contribution of each in driving conversions are key steps in determining your ideal media mix and budget allocation strategy. What The Tinuiti Analytics Team Would Prescribe: Halo Analysis, Custom Attribution Model, Pathing Analysis CLIENT CHALLENGE #4: Unclear Channel Impact on Customer Buying Behaviors
- 36. What is the best wholistic approach to reduce the challenges in working with data?
- 37. 37 ● Aggregate all your data ● Data cleansing Phase 2 - Clean up ● What are your business questions? ● Identifying all your data sources Phase 1 - Identification ● Interpret results ● Tell a compelling story ● Iterate for better Phase 4 - Communicate ● Leverage your gathered data to answer those questions! Phase 3 - Analyze WHOLISTIC APPROACH Stages of analyzing your data Things we hear from clients ● What are the general stages of analyzing marketing data? ● Where do I start with collecting everything? ● I want to maximize my marketing dollars, how do I begin to analyze that? What can I do to identify areas to make my marketing dollars work harder? What We Offer: Through Mobius we can provide targeted analytics solutions that allow us to enhance and customize the way your data is analyzed to uncover growth opportunities with cutting-edge insights. Why is this important? Bring to light the insights needed to solve your business challenges and achieve your goals. What Analytics Team Would Prescribe: Automated Marketing Monitoring (Bespoke Dashboards) and going through four basic phases of analysis
- 38. 38 Analytics is More Than “Just Reporting”... Forecasting (Basic) Forecasting (Advanced) Analytics Platform Audit Closed Loop Optimization Custom Attribution Solution Data Delivery Data Integration Data Strategy (CDP, DMP, Identity Resolution) Platform Integration Tag Management and Data Quality Ad Hoc Analyses Audience Insights and Competitive Research Bespoke Dashboards Over/Under Investment Analysis Creative Performance Monitoring and Reporting Halo Analysis Profiling/Persona Development Incrementality Optimal days to purchase Pathing Analysis CLTV Cross-sell/Up-sell Propensity Custom Attribution Solution (online & in-store) Forecasting advanced Lead scoring Lookalike Modelling Market basket/product affinity Media Mix Modelling (Advanced) Media Mix Modelling (Basic) Product Purchase Sequencing Propensity Modeling (lead or churn) Response Modeling (Influence Behavior) RFM (Recency, Frequency, Monetary) Survival Analysis/Customer Retention ...it’s Only the tip of the Iceberg!
- 39. 39
- 40. What is the value of building a robust measurement solution?
- 42. 42 Bespoke Reporting Example: Pacing
- 43. 43 Bespoke Reporting Example: Cross Channel Summary
- 44. 44 Bespoke Reporting Example: Anomaly Detection
- 45. 45 Bespoke Reporting Example: Anomaly Detection - Subscription
- 46. 46 Bespoke Reporting Example: COVID-19 Impact
- 47. There are millions of ways to look at data...
- 48. 48 Key Takeaways DO ● Unify your data, don’t keep performance on their own islands ● Approach analytics with a business problem, what questions are you trying to answer? ● Establish business objective; this enables you to define the measurement solution that best serves your objective ● Know that analytics is far more than just reporting ● Make your data work harder for you DON’T ● Assume a one size fits all solution as most analytics projects require levels of customization ● Ignore crucial steps such as what data (or data factors) are needed to get started ● Maintain the ‘its always been this way’ mentality. If Excel isn’t helping you answer business questions, it's time to explore other options
- 49. Schedule an analytics consultation
- 50. Live Q&A Courtney Bittelari Manager, Insights & Analytics Abby Warner Account Executive
- 51. THANK YOU!