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Today's data-driven marketers struggle to track and measure campaigns spanning a variety of disparate channels, technologies, and audiences. Reporting is time consuming and overwhelming, especially when you manually pull reports from each tool and cobble the insights together. Luckily, a business intelligence (BI) tool, like Domo, is a lifesaver for the time constrained, data-driven marketer.
BI tools turn huge swaths of data into simple visualizations (called "cards" in Domo) to cut through the clutter and reveal the big picture. By letting us connect disparate data sources into a single system, we can layer and analyze complex data instantaneously, without the typical headaches associated with manually pulling reports (and pulling our hair out).
Today, we'll highlight a few Domo cards demonstrating how combining data sources in a BI tool offers deeper, actionable insights to improve your marketing strategy and business.
Deeper Insights with Domo - Sales by Company and Location
Understanding your customers location is logistically important when you sell in retail stores or through sales rep territories. Even services and e-commerce companies benefit from understanding their audiences' regional makeup and personalizing promotions or inventory appropriately.
In our first Domo example, we combine order and location data to see popular sales territories. Select any area on the map to take a look at a particular state or dig deeper to view the same metrics by individual company.
Use this information to forecast inventory or shipping logistics (moving product to areas that are more popular, or offering aggressive shipping promotions to areas that are not). Tailor marketing promotions, ad spend, or product recommendations based on what sells best in that state.
Measuring Social Advertising ROAS
Ad spend on digital channels (desktop, mobile, search, and social media) is booming, with eMarketer projecting digital ad spend will surpass ALL traditional ad spend this year (billboards, radio, print). If you're investing resources and budget to maximize this channel, you want to carefully track spend, engagement, and return on ad spend (ROAS).
In our social advertising example, we've combined Instagram, Facebook, and Google Analytics data to understand how each ad is performing on each platform (how many people saw it, how many clicked), measure revenue, and then tie it altogether to view return on ad spend.
This ensures a holistic view of advertising campaigns, from initial spend, to engagement, through revenue and ROAS, all in a single dashboard.
Measure your highest performing ads to understand what's driving and converting prospects and build complimentary content and promotions into your campaign plan.
Email Performance and Revenue
Email is a low-cost channel to drive website traffic, lead nurturing, and e-commerce revenue. Measuring email's impact on the bottom line is difficult, because engagement and revenue metrics frequently live in different tools.
You guessed it! Domo makes this easy, enabling us to layer email engagement and revenue in a single view. Now, you can easily see how your audience interacts with a single email or automated campaign, (opens and clicks), and then whether it drives revenue, without having to cobble these numbers together from your marketing automation tool and Google Analytics.
Marketing Database Engagement
A marketer's database is worth its weight in gold, but can also be a source of frustration for anyone dealing with deliverability or engagement issues. This is even more stressful when you are managing multiple databases.
To analyze overall database health, we combined multiple databases in Domo and categorized engagement levels by color (this analysis is beneficial even if you have a single database).
We can view the database at-a-glance in tiers, with Tier one categorizing our most engaged recipients and Tier five the "bad emails" (hard bounces, spam, invalid emails - the riskiest to email). We can dig deeper into any tier, to the user level.
Using the tiers, we can take steps to improve our database health and deliverability, by suppressing all Tier fives and fours and deploying a re-permissioning campaign to re-engage Tier three and two recipients. (Need deliverability help? Get our email deliverability checklist here.)
Benchmark Your Sales Goals and Progress
If you're a services company, you likely have a longer, more complicated sales cycle than an e-commerce brand selling products. Maybe you sell your services to new customers, upsell existing customers, and maintain work by renewing existing contracts.
Here, we combine our marketing automation tool and Salesforce CRM, to easily analyze the makeup of our sales contracts. We can further drill down to the user level, to understand where the leads were generated or what their lead score is, captured in the marketing automation tool.
Let the BI Tool Do The Hard Work
Domo is a simple, flexible, and visual business intelligence tool that lets you combine data sources from virtually any system or tool to analyze results at-a-glance. Supercharge your marketing strategy by finding a BI tool (there are many options out there) that lets you monitor your business and marketing tactics the way they run - across channels, tools, and audiences.
Whether you're interested in exploring Domo further, want help with developing your annual marketing plan, or need a resource to execute your marketing plan, a Whereoware expert is here to help.