Westpac
Data-driven Media & Reporting for Westpac
Brief
Manual data handling often results in inefficiencies in campaign optimization. Without a dedicated analytics dashboard, Westpac's media team was missing critical optimization opportunities. While they tracked audience performance, in-depth audience engagement insights were lacking, hindering actionable decision-making. The challenge also extended to maintaining consistent campaign spending.
Background
Develop an automated reporting dashboard that offers a comprehensive view of media performance across channels and platforms. This tool should minimize manual data intervention, emphasise budget pacing analysis, and aid in making informed decisions. The ultimate goals are cost optimisation, improved targeting, and enhanced campaign evaluation.
35%
Increase in online orders 2023
Solution
A three-tiered reporting dashboard was developed:
Performance View: Showcases a unified perspective of channels' performance, segmented further by platforms such as Facebook, DV360, Google Search, and Snapchat.
Budget Pacing View: Central to the dashboard, this view offers real-time insights into Cost vs. Budget, ensuring campaigns are on track financially, optimising resource allocation, and facilitating consistent advertising.
Conversion Pacing View: Contrasts Actual Conversions to Conversion Goals, offering insights into campaign effectiveness.
The dashboard, integrated with BigQuery data sources, provided insights into the effectiveness of campaign creatives as well as performance across different Westpac brands and lines of business.
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