This post is part of our Tips & Tricks series, highlighting some of Datorama’s most interesting or useful features. This series features guest authors from our Client Success team, who are hard at work every day helping Datorama customers with everything from data prep to visualization.
This post is by Mario Cruz, Client Success Sr. Manager.
After working with clients using Datorama for 3 years one of the most common questions I receive is, “How do I show my audience or stakeholders that what I am doing is effective?” This is where Datorama’s Goals feature comes in.
First: What Are Goals?
Goals allow you to monitor KPIs across channels, regions, business units, or any other way you segment your data. They allow simple validation of strategy and whether your KPI (e.g, for your media plan or marketing ROI) is performing to plan. Goals provide layers of analysis and action through a combination of visualizations and automated notifications and alerts.
By acting on your entire data model, Goals can track KPIs by any dimension or level of dimensions that you create, meaning that you are never limited on scale or scope.
How Goals Work
Connecting your data is always the first step. Goals act on the information you bring in via the APIs and TotalConnect data streams in Datorama. But that’s just the beginning. Adding calculated measurements and harmonizations enhance your data model and provide additional breakouts that are important for monitoring your media or marketing performance.
A simple example is segmenting your data into business units, markets, regions, and finally channel. Goals work with the data model to take all of these data points into account, meaning that the next new custom KPI your team needs can be added and tracked after a few clicks.
Goals can be used to measure progress.
Setting Up Goals
Once you have your data in Datorama and harmonized, Goals will be the most effective. In the Goals screen you can create as many Goals as you want.
Each Goal is composed of easy drop down menus where you select which KPI or measurement you want to track and how you want to break it down. An example is tracking ROAS by Business Unit, Region, then Market.
By defining color ranges you can influence how the goals indicate the status of what you’re tracking. Over-pacing your budget for instance can be flagged by red markers whereas lower than expected Cost per Lead would be green.
Choosing your measurement and dimensions will get you 90% done setting up a Goal. The remaining piece is how you determine what the Goal is tracking against. So if you are tracking your media cost for all your channels then the Goal value you are tracking against will be your budget.
Goals allow for dynamically populating these Goal values using your Data Model so if you have your planned data connected your Goal can monitor actual media cost and compare it to planned budgets. Your budget may exist in a Google Sheet, your CRM or another location– each of these can be easily integrated to dynamically populate your goal target.
But not all KPI targets exists in a file that can be set up. That’s why Goals also allow users to easily input right in the UI what the Goal target value is or a user can export and re-import a file later on.
Where to Use Them
Goals come alive in dashboards. There are six main widgets that pipe in any Goal you have. The most common Goal widgets are Gauge and Filled Gauge widgets. These provide quick visual cues to the status of your KPI using the color ranges you set up.
Aside from these the Goals Table provides a table view of your KPIs with all the levels you need to provide context. An easy checkbox turns the Goals Table into a predictive engine that takes your KPI performance and predicts where you will end up at the end of your Goal’s date range.
The Goals Scorecard gives you a bird’s eye view of all your Goals meaning that you have the flexibility to focus on just one Goal or bring them all together.
There are many ways to depict Goals visually.
Automated Notifications and Alerts
Analysis is only part of the benefits of Goals. An insight that doesn’t produce an action is an insight wasted. That is why Goals have two mechanisms to produce a call to action. The first is the basic notification feature every Goal comes equipped with. These allow the Datorama admins working in the workspace to receive automated email notifications when their Goals are not hitting their targets.
But alerts often have to go to parties that aren’t Datorama admins and sometimes the action has to be more impactful than an email. That’s where the Action Center comes into play. By linking Goals to Actions you can trigger fully HTML-customized emails with custom queries to go out to any party based on whether your Goals are achieving their target or not.
Need to email your publisher partners an automated list of all placements that fall below your performance benchmark for CTR? A Goal can trigger that event and an Action can handle the specific email formatting, address list, and data included in the email’s body.
Need a more programmatic solution that does more than email? A campaign budget pacing Goal can trigger an action to pause an over-pacing campaign in your DSP.
Possibilities are extensive and can be tailored to your use case. By connecting your data, harmonizing it, and using Goals to track and alert you can take active management of your media and marketing.
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