Problem
Xeno's clients relied heavily on custom reports or Excel sheets for data needs. Often clients would raise such requests to Xeno's in-house data analytics team. Often there were long pending requests which lead to delays in getting numbers. Most clients relied on these reports to prepare their marketing strategy.
The project aimed to replace on-demand reporting with continuous data access, empowering brands with real-time insights for informed decision-making.
Challenge
How Might We assist brands in gaining insights into their business health, key metrics, and marketing performance through customizable dashboards which can be used to build marketing strategies?
Discovery
To understand the user pain point deeply I did 2 things:
I conducted user interviews with Xeno's varied users from sectors including cosmetics, FMCG, and fashion. The objective was to grasp how they leverage data to enhance their campaign's impact and to pinpoint any present obstacles or issues.
I talked to data analytics team asking them for various reports which have been shared with various clients over the last few months.
Insights
Custom Reports: Users frequently request custom CSV reports from Xeno's in-house data analytics team to fulfill diverse requirements. This resulted in significant delays in report delivery and imposes repetitive tasks on the data analytics team.
User Profile: CMOs and Senior Marketing Managers often seek reports and insights from the execution team due to their limited access to dashboards.
Utilizing Data for Marketing Strategy: Senior Managers collaborate with marketing execution teams to strategize marketing plans, incorporating factors such as sales trends, seasonal events, store launches, and product releases.
Quarterly Planning: Some teams employ data to devise quarterly strategies, reflecting a growing trend among brands to adopt quarterly planning cycles.
Holistic Performance Analysis: Many brands expressed the need for comprehensive business performance insights alongside marketing-centric dashboards, emphasizing the importance of integrating marketing metrics with overall business performance indicators.
Outcomes
Overarching Dashboard
This is a customizable dashboard which provides users with a comprehensive overview of their business performance. Users have the flexibility to tailor the dashboard to their specific needs by adding or removing relevant metrics.
The concept behind this dashboard is to offer viewers a personalized snapshot of their business metrics aligned with their unique persona. Consequently, each individual within the same brand may customize the dashboard differently to suit their preferences and priorities.
Management Information
System
MIS serves as a vital tool for gaining insights into both business operations and customer behavior, facilitating informed decision-making and corrective actions when necessary.
Moreover, MIS is highly adaptable to users' preferences and requirements. Each user can customize their dashboard according to their specific needs, ensuring a unique experience tailored to individual roles, regardless of the business's nature.
Monetary and Frequency
The idea behind Monetary and Frequency Dashboard was that it offered users insights into revenue generation and customer engagement frequency. Often clients asked for reports like Average ticket value over a month to understand month on month movement of customers in different ATV buckets.
Informed Decision-Making: Enables users to make informed decisions on pricing, product offerings, and tailor marketing strategies accordingly.
Enhanced Marketing Strategy: The dashboard helps optimize marketing efforts by identifying high-value customer segments and peak buying periods.
Performance Monitoring: It also serves as a monitoring tool to track business performance and identify areas for improvement.
Campaign Dashboard
Campaign Dashboard provides a centralized platform for monitoring and analyzing all aspects of marketing campaigns. From tracking campaign performance metrics to evaluating ROI, this dashboard offers real-time insights to optimize marketing strategies effectively.
Campaign Dashboard empowered users to make data-driven decisions, maximize campaign effectiveness, and drive business growth.
Loyalty Dashboard
Loyalty is one of the offerings of Xeno's. Leveraging Xeno's loyalty too, clients ran various loyalty programmes for their most loyalty customers. One of the most common ask of the users was loyalty reports, month on month movement of their customers in various loyalty tiers. To solve for that we created a loyalty dashboard which catered to almost all needs that were regularly asked in the data requests
