Chris ZneroldBrand, creative & product leadership

Adobe

Marketing analytics by role

Design leadAdobe · 2012–2014

Launched

Marketing Cloud in use: reviewing campaign content and performance on a tablet.
Marketing Cloud in use: reviewing campaign content and performance on a tablet.

An art director and an SEO analyst work on the same campaign but need different numbers from it. The dashboard adapts to each role, so both can find the information they need.

Role
Design lead, on staff
Team
Research analysts and creative technologists
Scope
Marketing Cloud analytics and collaboration
Patents
Three issued U.S. patents
One feed, one role: the creative lead sees the campaign imagery beside its numbers.
One feed, one role: the creative lead sees the campaign imagery beside its numbers.
The same campaign for the analyst: the feed re-weights toward data cards.
The same campaign for the analyst: the feed re-weights toward data cards.
Open a card: the asset, its performance and the comment thread in one overlay.
Open a card: the asset, its performance and the comment thread in one overlay.

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.

Pin it: a card saved to a board by topic, the mechanic borrowed from Pinterest.
Pin it: a card saved to a board by topic, the mechanic borrowed from Pinterest.
The team board: what a group pinned, shared, reviewed together.
The team board: what a group pinned, shared, reviewed together.

I was a design lead on staff at Adobe from 2012 to 2014, working with a small team of research analysts and creative technologists.

Three of the interface features became U.S. patents, filed in 2013 and granted in 2019.

Annotating a trend line directly on the chart.
Annotating a trend line directly on the chart.

In hand

The browser dashboard places creative assets and their performance together, so the art director and analyst can read the same card. Click a card to open its comment thread over the feed, or pin it to a board.