SEM and SEO Dashboard

Monitor and Manage Individual Marketing Channel’s Performance and EfficiencyeCommerce Retail

A leading Fashion Retailer wanted to deep dive in each of its marketing channel’s performance
The effort required the organization to organize and synchronize the data structure and data stream’s flow which different vendors needed to follow. This ensured data streams could be set up which required very minimal human intervention and then they can be unified to showcase overall performance of the channel. Roverside – Integra’s parent helped them tie these various vendors’ data streams into a single place and where data transformations can be applied to derive insights with a detail level as required which could then be viewed in a dashboard

Challenge

Lack in consistency of data, the data structure, the way it can assessed and shared are common challenges faced when working with different vendors. Finding a way to bring everything on a consistent platform working within each vendor’s constraints was one of the challenges. Undertaking data transformations on this unified data repository, so as to derive insights and nuggets of useful information in a dashboard is another challenge

Solution

Roverside worked along with the project manager and the channel manager to find a win-win common ground with the vendors and reduced the number of ways data can be accessed from all of the vendors down to three secure setups – FTP drops, Email attachments and API calls. Working in modules with respect to each vendor’s data provided a fail-proof mechanism of collecting data, cleaning and collating all of it together and putting in a cloud. Roverside was now delivering much more advanced and deep dive dashboard that helped the organization dig into the detailed performance review of specific marketing channel. This acted as a feedback mechanism to understand what’s working and what’s not and tweak the marketing strategy decisions on that channel eventually setting up the organization for optimizing ROI for its marketing spend.

Results

The focus on individual marketing channels performance provided a way for the respective channel managers to take more informed decisions and seek feedback of their employed strategy. They also have the benefit of generating latest dashboards/reports instantaneously whenever needed due to our forward thinking deployment of data in a structured manner that can be queried at any instant. They can now make decisions on the fly based on the latest real time data.

Channel managers instantly saw the value of such an exercise and thus signed up for the project’s success. It has empowered them to provide value to their organization and lead to successful careers.

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