Merck
MARKETING DASHBOARD
Problem Overview
Merck's marketing reporting was disorganized and not telling a clear story of why certain metrics matter and how well marketing initiatives were truly paying off. We conducted an advanced analytics assessment, led design workshops, and developed a dashboard prototype for Merck’s marketing division.
Solution Method
- Industry Research
- User Archetypes
- Design Workshops
Workshops
0
full day dashboard design workshops
Output
0
dynamic reports generated
The story
User Research
I conducted a design workshop to define pragmatic persona archetypes. Each archetype detailed the needs and wants of each kind of user as defined by their behavior and level of access.
Wireframe
The outputs were eventually created in Tableau. Pictured here is a sample wireframe using dummy data. I recommended that the dashboard reports should be organized according to the marketing funnel so that viewers could understand how effective the marketing initiatives were at every stage of the funnel. The dashboards included metrics around display advertising, PPC advertising, search engine optimization, television and tied these all to KPIs that were important for the business- such as drug adherence.