Campaign Reporting and Insights
Aggregating data across four platforms to create customizable post-campaign wrap reports.
Project Brief
Campaign managers and strategists had no consistent way to report and interpret campaign performance data across NYT's various teams and tools. This lack of standardization led to fragmented, inconsistent, and sometimes inaccurate insights being shared with advertisers, causing confusion and missed opportunities.
This interface consolidates and standardizes all campaign insights into one unified tool that provides clear, actionable metrics that can be customized to suit each campaign. This easy-to-use tool gathers all the important wrap report data into one editable Google Slide deck and ensures that campaign reporting is presented the same way every time. Developed a highly complex new feature from the ground up, addressing multiple goals across numerous stakeholders. Crafted an intuitive interface by implementing a structured hierarchy of information, data visualizations, and design components.
Impact
This tool significantly contributed to achieving Advertising's revenue goals by streamlining the reporting process, enabling campaign managers to generate reports 50% faster and directly contributing to exceeding advertisement revenue goals. In addition, it enhanced the consistency and trustworthiness of reporting data, bolstering NYTs reputation as a premium destination for advertisers.
View Prototype
Controls for each slide and type of data shown are located in the sidebar so the user can select exactly the type of narrative they want to construct. When they are finished, they can click "Export to Slides" to create a matching presentation deck.
The "Select a Campaign" dropdown has a search bar that will filter through campaigns as the user types in criteria. This allows campaign managers to search for their campaign by advertiser name, campaign name, or campaign id.
The title slide has been templatized so that upon exporting to an editable presentation, the user can customize the slide to suit the campaign.
The executive summary slide shows an overview of the campaign's performance, showing general data and overall takeaways as well as screenshots of the ad creatives that ran.
This table show ad performance by line item. The user can control the type of metric shown in this table by selecting its corresponding checkbox. There is default setting of the data that loads depending on the type of market this campaign serviced.
These tables are the meat of the presentation. They show the campaign's performance access various demographics, as well as easy comparision to industry benchmarks. Targeted demographics are denoted with a have a target icon, and demographics that did not meet the minimum impression threshold are indicated with a warning icon. Sensitive topics have a flag icon so that Campaign Managers have the option of hiding/showing these topics to the client.
Special consideration was taken for certain ad formats, as they collect different data points. Formats such as video show metrics pertaining to completion rate by quartile and slideshow formats show impressions and CTR by slide.