Marketing analytics by role
Design lead at Adobe, 2012 to 2014 Launched
Strategy:
An art director and an SEO analyst work the same campaign and need different numbers from it. One dashboard that adapts to the role, rather than one report everybody squints at.
Design:
Marketing Cloud is a feed of analytics cards, each with an overlay for comments and annotations, and a pin-to-board mechanic borrowed from Pinterest for saving and sharing them by topic and team.
Leadership:
Design lead on staff at Adobe, 2012 to 2014, with a small team of research analysts and creative technologists. Three of the interface features became US patents, filed 2013 and granted 2019.
Ever notice how most analytics reports look like Soviet-era space shuttle schematics?
Product in Hand
The chart sits next to the photo that paid for it.
A browser dashboard of cards. The campaign photo sits next to the chart it paid for. Click a card and it opens over the feed with its comment thread. Pin it to a board.
Product in Life
The anomaly finds its owner.
A media planner sees the spike, opens the card, writes what she thinks caused it and pins it to the team board. The person who has to act on it finds it there, with the note attached.
Screens
Product in Culture
Measurable before readable.
Marketing became measurable before it became readable. Every campaign throws off more numbers than anyone on it can read, and the tools are written for the analyst rather than the person who has to act. That has not changed.
3Patents
US 10,360,579, 10,269,033 and 10,304,079: the card feed and its overlay states, filed 2013, granted 2019.
Position:
Design lead at Adobe
Services:
Research, Strategy, Design
Partner:
Adobe
Status:
Launched, 2012