Marketing Effectiveness Dashboards Guide 

  • Updated

Dashboard 1: Marketing Effectiveness

What this dashboard does

This dashboard provides the ability to interrogate individual channel performance by providing an overview of reservation performance for all marketing channels.

How to use this dashboard

All charts and tables provide a 30-day view of performance as the default load, but each can be altered using the filters (explained below). The charts display reservations by channel and the channel comparison table has metrics for each channel. The 30-day or 90-day linear attribution model is applied to each column, meaning the numbers reflect the part each channel has played. 

There are 7 filters which can be applied:

  • Attribution Model: Default to 30-day attribution window, but can be switched to 90-day window. 
  • Date range: Default to last 30 days, which can be altered using the filter
  • Time granularity: Default to Day, and allows the user to change the display of the interval points on the graphs 
  • Channels: Default is all, and allows the user to select the channel/s to be analysed
  • Campaign: Default is all, and allows the user to select the campaign/s to be analysed
  • Restaurant: Default is all, and allows the user to select the restaurant/s to be analysed
  • Service: Default is all, and allows the user to select the service/s to be analysed

Dashboard Charts

  • Reservations by Channel
    • Shows the total number of reservations across the group that can be attributed to a marketing channel over the selected time-period and filter conditions.
  • Channel Comparison
    • Detailed view of metrics and performance attributable to each marketing channel, over the selected time-period and filter conditions, for the group.
  • Attributable Reservations into Restaurants
    • Shows the number of reservations that have gone to each restaurant in the group, over the selected time-period and filter conditions.
  • Attributable Reservations by Service
    • Shows the total number of reservations made for each service during the selected time-period and filter conditions.

 

Dashboard 2: Granular Channel Performance 

What this dashboard does

This dashboard provides the ability to interrogate individual channel performance by breaking down individual channel performance across various metrics. 

How to use this dashboard

All charts and tables provide a 30-day view of performance as the standard load, but each can be altered using the filters (explained below). The charts display the results over the past 30 days for the chosen metric, plus a Year-on-Year comparison, which is offset so the days of the week match.

There are 7 filters which can be applied:

  • Attribution Model: Default to 30-day attribution window, but can be switched to 90-day window. 
  • Date range: Default to last 30 days, which can be altered using the filter
  • Time granularity: Default to Day, and allows the user to change the display of the interval points on the graphs 
  • Channels: Default is all, and allows the user to select the channel/s to be analysed
  • Campaign: Default is all, and allows the user to select the campaign/s to be analysed
  • Restaurant: Default is all, and allows the user to select the restaurant/s to be analysed
  • Service: Default is all, and allows the user to select the service/s to be analysed

Dashboard Charts

Each of the metrics listed below will be presented in a chart displaying the change over the selected time-period, plus a year-on-year comparison, and a month-on-month comparison available in separate toggle views. The total number for the selected time-period will also be displayed, plus the total number for the same period last year/month. 

The metrics are:

  • Sessions
  • Users
  • New Users
  • Repeat Users
  • Reservations 
  • Guests
  • Covers
  • Conversion Rate
  • Revenue 
  • Spend 
  • ROAS
  • CAC



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