Business Intelligence: Development of a programmatic marketing campaign performance dashboard

Detalhes bibliográficos
Autor(a) principal: Byrne, Mariana Ferreira Real de Sousa
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/148994
Resumo: Internship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data Science
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spelling Business Intelligence: Development of a programmatic marketing campaign performance dashboardMarketing Performance DashboardsProgrammatic MarketingBusiness IntelligenceInternship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data ScienceBusiness intelligence is a discipline that has been around since the 1980s and has provided many innovative tools and technologies to support decision making and performance management. Its combination with business performance management led to the appearance of performance dashboards that bring key metrics into a single display. This transforms into more efficient and effective decision making. This report describes a business intelligence project carried out at GroupM, an established marketing company, world-leading in media investment. The aim of this project was to develop a programmatic marketing performance dashboard that would innovate the way the team would manage the campaigns. Previously, the marketers used a manual method that involved manually extracting reports from the different ad server platforms, manipulate the report structure to make it uniform, and then running an Excel file that would aggregate all these files into a single report, where they would be able to look at the data. This process consumed a lot the team’s time and so, this marketing performance dashboard allowed the marketers to access the data in an easier and timely fashion, permitting a more efficient campaign performance management. The project was developed using Salesforce Datorama, which allows for easy integration of data through its various native API connections as well as ingestion of raw excel/csv files through TotalConnect data streams. The Programmatic Marketing team provided an initial mock-up of the expected look of the dashboard, which served as the base of the data model that was created. This project was deemed as successful, and the team has already reported that the time spent on the daily monitorization of the performance of the campaigns has drastically decreased since using the dashboard.Henriques, Roberto André PereiraRUNByrne, Mariana Ferreira Real de Sousa2023-02-10T16:38:43Z2023-01-242023-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/148994TID:203220897enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:30:47Zoai:run.unl.pt:10362/148994Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:53:35.396557Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Business Intelligence: Development of a programmatic marketing campaign performance dashboard
title Business Intelligence: Development of a programmatic marketing campaign performance dashboard
spellingShingle Business Intelligence: Development of a programmatic marketing campaign performance dashboard
Byrne, Mariana Ferreira Real de Sousa
Marketing Performance Dashboards
Programmatic Marketing
Business Intelligence
title_short Business Intelligence: Development of a programmatic marketing campaign performance dashboard
title_full Business Intelligence: Development of a programmatic marketing campaign performance dashboard
title_fullStr Business Intelligence: Development of a programmatic marketing campaign performance dashboard
title_full_unstemmed Business Intelligence: Development of a programmatic marketing campaign performance dashboard
title_sort Business Intelligence: Development of a programmatic marketing campaign performance dashboard
author Byrne, Mariana Ferreira Real de Sousa
author_facet Byrne, Mariana Ferreira Real de Sousa
author_role author
dc.contributor.none.fl_str_mv Henriques, Roberto André Pereira
RUN
dc.contributor.author.fl_str_mv Byrne, Mariana Ferreira Real de Sousa
dc.subject.por.fl_str_mv Marketing Performance Dashboards
Programmatic Marketing
Business Intelligence
topic Marketing Performance Dashboards
Programmatic Marketing
Business Intelligence
description Internship Report presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data Science
publishDate 2023
dc.date.none.fl_str_mv 2023-02-10T16:38:43Z
2023-01-24
2023-01-24T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/148994
TID:203220897
url http://hdl.handle.net/10362/148994
identifier_str_mv TID:203220897
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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