Every month, we will present one dashboard that received highly positive feedback from our clients. We believe that sharing dashboards can help marketers facing similar day-to-day challenges. To kick this project off, we choose our new DMA (Designated Market Areas) data dashboard.
Recently, we completed the deployment of servers across 53 US DMAs, unfolding a terra incognita of insights for US companies. For the first time in the digital advertising era, we provide for our clients a comprehensive tool set allowing them to learn how competitors orchestrate digital campaigns. Our new tool set allows you to view which campaigns and creatives are promoted in each DMA, in addition to a variety of selected local and national publishers, thus demonstrating the competitors’ overall focus and share of voice from the DMA perspective.
The DMA dashboard is aimed at providing actionable insights in 4 major marketing challenges.
Challenge 1 | Getting a clear view on competitors’ digital performance within the US
What do I see? The DMA breakdown highlights from popular DMAs across the US from a competitors’ perspective. By looking at the color-coded DMAs, you can identify the “hot spots” where your competitors devote focus, and the territories where you hold a relative advantage.
How it could help me? The geographic chart provides higher level of certainty when determine which US markets to focus on, even before you drill-down into the competitive landscape in each DMA.
Challenge 2 | Distributing campaigns wisely in different US markets
What am I looking at? The DMA chart above discloses the dominance of brands across different DMAs. It can point out strong market leaders in the US, and indicate what are the most advertised US markets, against those that are relatively exhausted.
How it could help me? This chart enables you to allocate funds wisely. You can invest less in territories that you are already very dominant, and invest more in territories where you want to increase your dominance.
Challenge 3 |Understanding competitors focus
What do I see? The relative ranking of top campaigns for each DMA. You can view the ranking differences across leading territories. Clicking on a specific ranking will show the top creative for a campaign on the right side of the screen. By hovering you can view the top publisher and mediator chain.
How it could help me? The ranking indicates how your competitors promote specific offers, products, and services in each DMA. In this example, BestBuy promoted Huawei products significantly in Oklahoma and Miami, but promoted Huawei less in most markets. In addition, you can view your competitors’ most promoted creatives and popular sites.
Challenge 4 | Optimizing the mix of national vs. local publishers
What do I see? The following chart presents the local/national publishers’ ratio per each DMA. In addition, the chart presented holds another layer of data, allowing you to understand which type of publishers are selected by direct competitors.
How it could help me? Analysis of the chart allows you to view DMAs where local advertising is dazzlingly popular. You can also filter the data per a specific competitor and view their publishers’ emphasis in terms of tiers, local or national and specific publishers.
In the next month, we will present the XY data dashboard pointing out the placements of competitors across publishers, channels and countries
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