Origami Logic’s “Now You Know” blog series answers common questions and “how to’s” for marketing measurement best practices. This series features subject matter experts, guest authors, and Origami Logic team members to provide solutions and insight into marketing must-know topics like agile marketing analytics, campaign performance measurement, building a customized marketing dashboard, and more. Learn how to address these topics and leverage the Origami Logic platform features to master marketing performance measurement and maximize your marketing investments.
This post will answer all your basic questions about marketing dashboard filters — what are they, what they can do for you, why you should use them, and how!
In our first post of the series, we covered the benefits that marketing dashboards provide for your team — a data-focused visualization that provides a single version of truth for your marketing team globally, and a way to measure marketing’s contribution at a quick glance. But how? What capabilities make the commitment to a dashboard worthwhile?
What are filters?
Marketing dashboard filters are just one of many features that transform raw data into intuitive, digestible insights. Filters allow you to drill down into each dashboard visualization and instantly view data for specific information, such as country, region, product line, ad channel, and much more. At the click of a button, filters on your dashboard provide you with all the answers to questions you have about your data — all in one place.
How do marketing dashboard filters work?
The short version of the answer is: tags. To those who are unfamiliar with the Origami Logic platform, however, this may not mean much quite yet. Tags are the cornerstone on which the entire Origami Logic product depends, whereas they allow you to apply your own categorization to your marketing data. Whether you want to automate metric aggregation across different campaigns, geographical regions, brands, products, or anything else, you can do so at ease, for both current and future incoming marketing objects.
Dashboard filters allow you to slice and dice your data visualizations without having to build separate dashboards for different metrics, campaigns, brands, posts, or time frames. Not only does this save time in the process of creating a tailored marketing dashboard, but it also enables personalized insights with custom metrics specifically defined by your business.
How are marketing dashboard filters used in real life?
An Origami Logic customer, one of the world’s top banks, uses marketing dashboard filters for their social reporting (Facebook, Instagram, YouTube, LinkedIn, Twitter and G+). Using a Line of Business tag (LOB), a Campaign Name tag and a Sprinklr ID tag that is the same across all the objects they want to get aggregated into the dashboard view, the bank is able to hone in data for individual cross channel campaigns, aggregate across a group of several closely knit campaigns, or report on an entire line of business.
Why should I use them?
Marketing data can translate into actionable insights, but for insights to actually make an impact, they need to be presented in context with your campaigns and your business goals. Finding high-performing initiatives and comparing performance across channels and date ranges has never been easier.
Marketing dashboard filters allow everyone to reap the benefits of the data at hand. A VP of Marketing could look at campaign results worldwide, while a Regional Marketing Director could simultaneously view results just for their region. Furthermore, the system will remember your preferred filter combination in your browser, so when you return at a later date, you can still view the data relevant to you, hassle-free. The reduced effort necessary to develop dashboards that address the needs of all marketers is revolutionary and empowers marketers across the board.
Data-driven decisions are powerful on their own, but decisions powered by data that is tailored to optimize your responsiveness, customer understanding, and competitive position with a single marketing dashboard, now that’s empowering.