Mustang dashboard provides holistic marketing insights
2023-05-08 | Case study | Insights
The dashboard built by Digitl has helped us to take a holistic view of our marketing activities. We can now - from different perspectives - evaluate historical and upcoming marketing activities and derive data-driven decisions.
Ronald Kloiber | Director Global Marketing
Understanding the effect of past marketing activities is essential to optimize future marketing strategies
Understanding the effect of past marketing activities is essential to optimize future marketing strategies
Mustang is a denim brand that sells its products through its online shop and other distribution channels. To revitalise the brand, it runs a wide range of paid and owned media activities across various platforms and networks. The client wanted the design and implementation of a dashboard to evaluate all marketing activities and make data-driven decisions based on them.
BigQuery tables in staging layer generated that contain meaningful insights
blended data sources integrated in the dashboard provide KPIs
pages giving insights into the effectiveness of marketing activities from different perspectives
A three-pillar approach has led to the final dashboard
A three-pillar approach has led to the final dashboard
The milestones of the project can be described with the help of three pillars. First, the foundation was laid with the help of an appropriate conceptual framework. Here, the stakeholders of the dashboards as well as the relevant KPIs and the see-think-do-care approach were defined in a joint workshop. In order to provide a holistic view of the performance of marketing activities and channels, data from various tools and thus data sources were required. The second pillar describes the technical setup, in particular the technical linking of all relevant data sources in order to be able to map the marketing channels in terms of their KPIs. This was realised in the Google Cloud. The extraction of the raw data was enabled by the Digitl Cloud connectors, while the transformations were performed in SQL using DBT. Finally, the third pillar consists of implementing the foregoing into an automated Looker Studio dashboard. The resulting BigQuery tables are connected to the Looker Studio dashboard, where all KPIs are displayed and visualised on three dashboard pages.
As a result, stakeholders can inform future decisions based on the dashboard
As a result, stakeholders can inform future decisions based on the dashboard
Mustang's automated dashboard includes three pages for eCommerce, Marketing and Audience Insights. Thanks to the cloud-based setup, information from various marketing tools such as Google Analytics, Google Search Ads, Meta, Facebook Insights and TikTok can be viewed and analysed together via visualisations and tables in Looker Studio. The included KPIs make it easy to evaluate the effectiveness of marketing channels and activities on goals along all stages of the marketing funnel. Thus, Mustang can now explicitly measure the impact of activities to drive brand awareness and inform decisions for future marketing strategies.
The Goals
- Unified, automated marketing dashboard
- Evaluation of the success of past marketing activities
- Insights into current and potential audiences
- Data-driven basis for future marketing decisions
The Approach
- See-Think-Do-Care as a conceptual framework
- Digitl Cloud data connectors to create joint BigQuery tables
- Dashboard implementation in Looker Studio
The Results
- Meaningful insights on eCommerce, marketing and audience
- KPIs from various tools at a glance
- Easy evaluation in terms of the goals along the customer journey
- Explicit measurement of the impact on increasing brand awareness