Marketing Performance & Comparison Dashboard Guide

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. It tells the story of where reservations are coming from (in terms of channel) and where they’re being made (in terms of location). It also displays selected efficiency metrics for easy regional comparison. 

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
• Region: Default is all, and allows the user to select the region/s to be analysed 
• Segment: Default is "All Customers" from the Distil Single Customer View, and allows the user to select segments to analyse

Dashboard Charts - Reservation Acquisition 

• 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 Performance Top Line
  • Top line view of selected metrics and performance attributable to each marketing channel, over the selected time-period and filter conditions.
• Reservations & Revenue by Region 
  • Shows the number of reservations (of any status) and revenue that have gone to each region, over the selected time-period and filter conditions. 
• Reservations & Revenue by Restaurants
  • Shows the number of reservations (of any status) and revenue that have gone to each restaurant in the group, over the selected time-period and filter conditions.
• Reservations & Revenue by Service
  • Shows the total number of reservations (of any status) and revenue made for each service during the selected time-period and filter conditions.

Dashboard Charts - Regional Efficiency Metrics 

• Revenue per head by Region
  • Shows the revenue (average spend in venue) per head, by region. Updates after completed booking taking into account actual covers and revenue
• ROAS by Region
  • Shows the return on advertising spend by region. Updates after completed booking therefore using actual revenue figures
• CAC by Region
  • Shows the cost of acquiring a customer (reservation) by region.
• Conversion rate by Region
  • Shows the percentage of website visitors that go on to make a reservation (not considering whether the reservation has been completed or cancelled)