Goodway Group is honored to announce a 2020 MarTech Breakthrough Award win for Best Data Visualization Solution. This is our first-ever tech win and is the culmination of years of hard work from our tech team on our dynamic marketing KPI reporting dashboards, which provide scale and visual performance information for brands with multiple locations.
The MarTech Breakthrough Awards
The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology-related categories. This year’s program attracted more than 2,750 nominations from over 15 different countries throughout the world, and we’re truly humbled to have been selected as a winner. We’ve been working in the distributed marketing, or multi-location advertising space for over 12 years, and our robust suite of tools, resources and expertise for multi-location advertisers, including retailers, dealers and franchises, allows them to easily scale and customize digital programs for their various local target markets. Our solutions minimize the administrative complexities that come with managing multi-location digital advertising, empowering brands with campaign performance reporting and programmatic expertise to enhance media efficiency.
Goodway Group’s Visual Dashboards
“An easy-to-understand visual representation of metrics is impactful for both location owners and experienced corporate marketers,” said our president, Jay Friedman. “With traditional advertising, a location owner can watch their TV ad by tuning in to the right show, but with digital, they often don’t see their ads because they aren’t part of the target audience. This causes a disconnect in understanding how digital advertising affects their business results, which makes our dashboards an educational tool as much as they are a reporting tool.”
Goodway Group’s visual dashboards can scale to any client’s needs, and each location owner receives a secure, mobile-responsive dashboard, providing them with access to their campaign metrics. Additionally, Goodway’s tech team includes aggregation capabilities so that marketing managers at every tier can compare performance and see trends at every level. The dashboards provide a visual representation of campaign metrics by time, which the user can adjust. At the individual campaign level, metrics are available with data visualization for categories including overall impressions, overall eCPA activities, channel-level impressions, channel-level eCPA activities and channel-level budgets. Additionally, different metrics populate for each channel’s sub-dashboard so that audio campaigns feature graphs and tables for impressions, completion rate and budget, whereas display campaigns feature impressions, eCPA activities, pixel activities and more.
Goodway’s Data Visualization Capabilities
Our data visualization capabilities drive real business outcomes, as shown by a recent example from a multinational automobile corporation. Back in 2019, the auto manufacturer wasn’t running any video campaigns in its western region. Our client services team educated them on video’s impact by showcasing the results of successful video campaigns in other regions via the dashboards. Presenting dashboard data was only one of many steps in the sales process, but the western region went from $0 in video at the start of 2019 to $2 million in video by the end of the year. Furthermore, in the first six months of 2020, through the heart of the COVID-19 pandemic, the client was able to visualize the amount of impressions served and how many of those consumers then migrated to their individual websites and completed buying activities. We generated over 487,000 website activities with a cost per completed view of less than .05 cents. In addition, CPAs decreased by 51% from 2019 to 2020 through campaign optimizations gleaned from dashboard insights.