We at MashApp.io were tired of trying to manually keep track of the marketing campaigns, targets, re-targets, edits, bid changes, platform experiments, flash sales, messaging, personalization, optimizations, bot intelligence and all the other things that we and our machines were doing to try to get someone to buy our previous product. “Aha!”, we thought. We need a product that can keep track of this for us and help us understand which efforts are working and which are not. We need a content calendar that shows what is happening with our content.
And so today the MashApp Marketing Calendar application is born.
It is a simple approach to the complex problem of determining how to attribute sales successes to the correct marketing efforts. We’re grabbing marketing data out of popular marketing apps, sales data out of sales apps and plotting a years worth of history in a calendar so we can see what happened when and what the results were. And because the data continues to be updated, we can make adjustments and see results immediately.
As a part of the development process we need a product independent of our software tool to be the proof of concept that our marketing analysis works. So we’ve launched a new STEM education e-commerce business that supports tech and science learning for youth (what better cause to benefit from our success?). We figure it is easier to show you how our tool works if you can see it in action sorting out all the marketing efforts we are throwing at this new business. And it helps us make smart product decisions, as well.
We’re starting this business from the ground up, building a marketing list, running social and advertising campaigns, doing market research and public relations outreach. We will be tracking the ways that we are using MashApp to grow our new business and reporting on it here periodically.
MashApp automatically pulls data from the marketing tools we are using to get our store up and running (MailChimp, Google Analytics, Facebook advertising, Google Adwords, Shopify and Batchbook CRM) and displays it on our content calendar. We are constantly publishing new content, making tweaks to existing ads, changing our ad spend, and sending out updates. We can see results from these efforts within the individual applications, but it is very difficult to see how they are working together (or aren’t) to grow our business.
With three team members continuously adding and updating marketing campaigns, it is difficult to keep track of all that is happening and what the results are.
MashApp cuts through this data chaos in a few ways;
- automatically pulling campaign data into a content calendar so we can see when campaigns actually published
- displaying conversions such as new leads, subscribers and sales along side those campaigns
- showing budget being spent on the campaign so we get a sense of ROI
- giving us all of this information in almost real time so we can make quick decisions on effectiveness and budgets
Actual Results vs. Marketing Planning
MashApp gives a clear view of all the marketing efforts being made. Not just the content calendar campaigns that had been planned out, but the actual publications of relevant campaigns.
MashApp automatically created this entry in our content calendar, showing us a summary of our MailChimp campaign without having to open MailChimp.
We can see the actual send date and time of our MailChimp newsletter as reported directly from MailChimp. We can drill down to details such as campaign name, subject and total number sent to.
Tracking Conversions Alongside Campaigns
It’s important to see all conversion points in our sales process including sales, almost sales (items placed in the shopping cart) and newsletter subscriptions. We can see how the different changes we are making are affecting both the long-term and short-term conversion goals.
MashApp displays Facebook leads, Adwords clicks, MailChimp subscribers and Shopify orders on the day they come in.
As we launch more campaigns focusing on the long-term efforts (building up some relevant marketing lists) and short-term efforts (direct sales of new products) it will be increasingly important to see the impact campaigns are having in all corners of our chess board.
Go Back in Time for Better Insights
MashApp pulls a year’s worth of campaign and conversion data into the content calendar. So we can go back to see past performance of campaigns or pinpoint the combination of efforts that started a growing trend.
By mapping all of this information in a timeline view on our calendar, we have instantly replaced what previously took several days worth of custom reporting, downloading, data mapping, data processing, and chart building out of our workload.
MashApp pulls one year’s worth of campaign and conversion data so we can go back to see what campaigns launched or were updated.
As we iterate our marketing efforts in these areas, the complexity of keeping track of it all will increase exponentially. Being able to layer this new information in a single tool will help us iterate quickly and understand the impact of new efforts or changes to existing efforts almost immediately.
And you thought there would not be a cute puppy picture in a digital marketing blog post???
We’d love your help in building this new product. To set up your own account, visit https://my.mashapp.io. You can also join in our development process by requesting access to the MashApp Labs. This is an additional installation of data sources we are currently developing (and need your feedback on). We make it available to paid accounts only – think of it as your own digital marketing data science team for only $45 a month.
And please let us know what marketing techniques and channels you are using, how you are monitoring them, and how we can make it easier for you.
And a brilliant suggestion on selling kid tech to nerds wouldn’t hurt, either. 🙂