The Challenge: Digital marketers have to parse through large quantities of data from multiple sources. Interpretation of that data is left to a few key members of the team, often creating a bottle neck in the agencies work flow.
The Solution: To create a simple analytics platform that would pull in data from all of the main digital marketing sources. Aggregate that data to create a simple letter grade from which any member of the team could assess the general marketing “health” of a client in a particular area. From this point on any team member can then further explore what individual items are contributing to that poor or exemplary score.
Stag is a project kicked off by a small core team to see if we could create a simple solution for the massive amount of data Digital Marketing Agencies must consume on a day to day basis. Even though the product would be connecting to multiple data sources and aggregating it to create an over view of a client’s standing, the flow had to remain simple and the user had to get an overall feel of the data immediately.
Through a study of the digital agency persona, the quantity of searches they do for their clients and several discussion sessions with the team, we came up with a simple score card system. These score cards would track performance in four key areas: SEO, Mobile, Desktop and Social. The data streams for these areas can change rapidly in the agency world, as does the weight and value of them. For example, good social performance requires companies to have a good twitter presence today, however market parameters can shift in a few months and that performance could be measured by engagement in twitter, rather than output. We decided that using a letter grade would give our users the best overview of their performance. It's effective at giving an agency a sense of what is working and what is not, while not giving away specifics. Providing any team member in an agency an easy entry point through which they could dive into the data for each segment.
The result was a simple resource for agencies to check on the status and "health" of their clients digital marketing campaigns.