Swivel needed a better way to showcase the impact it had on clients. While it had access to a lot of data for each client, Swivel couldn’t offer high-level performance stats to them. The company required a reporting view that was easy to understand and could clearly communicate their wins and losses, such as what kinds of messaging and creatives were performing the best and the worst.
All these data points needed to be accessible to client businesses. Swivel wanted to see KPIs for each audience, message, and creative and how content performed across channels.
The main goal was to create a high-level report that executives at these businesses could easily view, comprehend, and analyze.
Additionally, Swivel also wanted to understand how users moved through their marketing funnel and which funnel stages were helping them convert. These insights would be key to optimizing their sales strategies.