Tracking digital advertising budgets with self-service reporting
There’s considerable nuance to marketing campaigns and data reporting. Each marketing tactic requires careful consideration and planning with varying KPIs and goals. Tinuiti understands that not every customer is analytically minded and data savvy, but it was also challenging with a smaller analytics staff to serve the different channel teams and easily answer customers’ questions. Some of their complex questions included: what’s the lifetime value of our customers, what segments should I go after, or how can I predictively forecast for the future when I’m used to making decisions with gut feel?
Tableau’s drag-and-drop functionality and multiple data filters made it easier for Tinuiti’s analytics team to accelerate work in areas that weren’t possible before. With a vast number of e-commerce clients, Tinuiti created a flexible dashboard for them and its internal teams where anyone can adjust the profile, report name, type of chart, timeframes and other parameters to compare data; it’s often available right after they start with Tinuiti. The analytics team also created a pacing report where channel teams monitor digital advertising budgets for brands so they can monitor daily spending rates and track over and under-spending.
Even Tinuiti staff who weren’t considered data experts are now clamouring to get Tableau and perform their own analysis instead of relying on the analytics team. And with all dashboards hosted in the cloud, always on and available 24/7, internal and client staff (including executives) can check on their digital marketing data whenever they choose. As Andrew explained, “If we didn’t have Tableau, we would be behind where we are today and need more staff to do the same amount of work.” These consumable, dynamic dashboards are “making a really big difference for us and our customers.”
Now, Tinuiti can focus more on telling the interesting stories behind clients’ multi-channel data and deliver more value. The marketing landscape changes too quickly and both customers and the Tinuiti teams that serve them can’t wait on quarterly updates to make better business decisions. “We ended up choosing Tableau because of the efficiency that we gained with dashboarding as well as what we were going to see in data exploration,” said Andrew. In fact, generating analytics on the spot – both in preparation for and during client meetings – means Tinuiti can better collaborate with and influence clients by having one source of truth that’s easy to understand and manage, and leads to better customer outcomes.
Brooks Running, another Tinuiti customer, lauded how their use of Tableau creates business value for them: "The Tinuiti team have gone above and beyond to create dashboards that are not only actionable but also beautiful by design! The analytics team have been a pleasure to work with throughout the process and even helped us learn and grow in our own Tableau knowledge. We very much appreciate their hard work and expertise as the dashboards have helped take our business to the next level.”