New Marketing Dashboard for Arvato Systems
Monitor and analyze all marketing campaigns in one automated dashboard
Our New Automated Marketing Dashboard
Until earlier this summer, the Arvato Systems marketing team had to evaluate and analyze all their marketing data individually. This brings organizational challenges due to different user restrictions, is time-consuming, and unfortunately, opens the door for manual errors. Thus, the Arvato Systems marketing team saw the need for more data literacy and worked closely with the cloud and data science team to increase effective data-driven marketing leveraging maximum automation. With those needs, the idea of a fully automated marketing dashboard was born.
With a dashboard that automatically analyses all campaign data from various data sources, the marketing team can now understand, process, evaluate, visualize, and interpret relevant data at any time and continuously optimize their marketing activities. With the insights gained from the collected and analyzed data, contents can be adapted, and added value from data aggregation is achieved. This will lead to an overall increase in efficiency of marketing campaigns.
The Benefits:
To build this dashboard, the team had first to identify all relevant data sources and KPIs which needed to be represented. As the next step, heterogeneous data from different sources had to be merged, unified, and automated in an Azure data lake, which incorporates 14 different data pools. Finally, after the data was combined and analyzed, Azure Functions were needed to transfer the relevant data into the required visualization, which is an intelligent combination of the data using Power BI.
In the new marketing dashboard data from different sources are merged and visualized. Also, the dashboard gives an overview of all current campaigns or a filter tool that offers a more specific look and deep dive into campaigns and key figures. In addition to that, you can look into different time periods. With all data in one place and supporting visualizations, the marketing team can now identify optimization potential and adjust marketing activities more easily.