Marketing analytics dashboard

Project overview

This project combined both the technical and strategic aspects of data storytelling to create a holistic view of data for a marketing and public relations team at an integrated health system.

Challenge

• Our marketing data was largely siloed. We had to look in several places for data and manually piece together these different sources to tell a story.
• Reporting was mostly ad hoc Excel spreadsheets. We had some processes for regular reports, but they were few and mostly manual.
• Marketing & PR team members did not have access to the EMR (electronic medical record system) and so they had little visibility into conversions.
• Any reports run out of the EMR required cleaning to be usable.

Solution

• I led the project to work with our team to identify relevant data sources and KPIs. I led the research into business intelligence software, deciding on Domo.
• I developed a process for querying data relative to the service lines that we track. I also developed workflows using ETL and relational databases within Domo to automate data cleanup and processing.
• I wrote a custom VBA script and Python script to clean data extracted from our EMR. I also wrote a custom API application in Python to pull data from Google My Business.
• I designed dashboards to visualize data from social media, earned media, digital marketing, email, SEO, brand preference, and patient volume.
• I helped facilitate conversations at our team meeting to review the data and also provided ad hoc analysis to our team and leaders.

Outcomes

• The dashboard gave our marketing & PR team a holistic view of our marketing campaigns and perhaps most importantly the outcomes.
• This created richer conversations as a team on tactic and campaign effectiveness and also made it easier to report campaign success to our service lines and leaders.
• We improved efficiency because team members could now self-serve data. They no longer had to rely on others to run reports for them.