Marketing analytics by role
Design lead at Adobe, 2012
Strategy:
An art director and an SEO analyst work the same campaign and need different numbers from it. The bet was 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:
I was on staff at Adobe as design lead, with a small team of research analysts and creative technologists. Three interface features are patents, filed 2013 and granted 2019: US 10,360,579, 10,269,033 and 10,304,079.
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.
0Patents
Filed 2013, granted 2019: the card feed and its overlay states.
Position:
Design lead at Adobe
Services:
Research, Strategy, Design
Partner:
Adobe
Status:
Launched, 2012