.png)
Enhancing Marketing Efficiency through Data Visualisation.
Project overview
Within the go-to-market strategy for meditation app Moments of Space, the company faced a significant challenge. They were collecting vast amounts of data from a variety of sources, but lacked a cohesive method to consolidate and interpret this data effectively.
This fragmentation hindered the ability to make informed, agile marketing decisions and fully understand marketing performance.
Challenge
The primary challenge was the contrasting nature of data sources, including social media analytics, paid media performance and app download figures. This disjointed data landscape made it difficult to assess the efficacy of different marketing initiatives and allocate resources efficiently.
Solution
To address these issues, I developed and built a custom dashboard designed to aggregate and visualise data from these varied sources. This dashboard integrated advanced Marketing Mix Modeling to provide accurate attribution of app downloads and conversions to specific marketing activities.
Key features included:
Real-Time Data Integration: Seamless incorporation of data from platforms like Google Analytics, Meta Business Suite, AppsFlyer and RevenueCat.
Customisable Views: Users could tailor the dashboard to highlight key metrics relevant to their specific needs.
Predictive Analytics: Leveraging historical data to forecast future trends and the impact of current marketing strategies.
37% increase in ROI across the marketing mix
27% boost in engagement rates
Results
- Enhanced Strategic Agility: The ability to respond quickly to market trends and consumer behaviours, supported by real-time data.
- Optimised Marketing Creatives: Insights from the dashboard helped refine our creative strategies, boosting engagement rates by 27%.
- Improved Budget Efficiency: Enhanced visibility into the performance of marketing spend, leading to a 37% increase in ROI within the first month post-implementation.
- Customer Segmentation: Deeper insights into customer demographics and preferences, aiding in targeted marketing efforts.
- Campaign Scalability: Easy identification of high-performing campaigns that could be scaled up effectively.
