<aside> ‼️ The anchor performance dashboard was my Summer 2023 intern project at Atlassian. All of this data is fabricated to protect Atlassian’s internal data.
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Atlassian utilizes paid advertising as one of its marketing strategies, buying ad space on search engines like Google, Bing, and Yahoo, targeting specific keywords. For example, when someone searches for "Jira" on Google, Atlassian.com shows up as a sponsored search result.
Data Science and Marketing collaborate closely to identify the most valuable keywords. To accomplish this, it is essential to determine the types of anchors and subanchors we should bid to advertise effectively to potential customers.
During my summer internship, I created a dashboard to monitor paid search campaign performance by tracking marketing metrics.
Audience: Upper-level management and individuals seeking a comprehensive monthly performance overview
Purpose: Get a single view of how the metrics perform in a given month
Description: All users should utilize the first page as a general overview.
| Design component | Use |
|---|---|
| Cards | Track the overall performance of keywords. Hover over the large numbers to see current and previous period data. |
| Table with bar plots | Bar plots offer an easily-digestible overview of performance at the anchor or subanchor level. |
Click on values in the Anchor and Subanchor columns to filter the cards(refer to the attached video for guidance). |
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You can toggle between metrics for both anchor and subanchor levels. Hover over the Anchor column and click the +/- sign, which expands/collapses the Sub Anchor column. This feature is crucial for PFM, as they make decisions at the anchor level while conducting landing page experiments at the subanchor level. |
<aside> 💡 Executive Summary use case: high-level diagnostic analysis
This is helpful for monitoring, at a high-level, performance in a given month. It’s also helpful to see the marketing funnel.
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Audience: Those who want to access raw data/get a more granular view of performance.
Purpose: Drill down on one metric to understand its month-over-month trend and its breakdown based on a dimension of the user’s choice (i.e., “getting into the weeds”)
Description: Use the dropdowns to toggle the primary metric, reference period (multi-select dates), and dimension breakdown. The global filters can be used to filter on time period, advertised product, channel, language, anchor, and subanchor.