🟨 Dashboard
The dashboard at its base is a rolled-up summary of an Advertiser’s best practice compliance. The way in which this is done differs between the old dashboard and the new dashboard.
Keep track of progress.
Find actionable items and then action them.
Operator
Monitor
Keep track of team progress.
Prioritize work for their team.
Campaign Monitor is a real-time compliance and audit tool designed to help teams adopt best practices while freeing up time for creative problem-solving.
Campaign Monitor
PRODUCT DESIGN
The Problem
GroupM agencies bought over $23B+ in media, while 30+ best practices were defined. However, scaling these best practices across the board has proven challenging, even with clearly defined standards.
Recognizing the challenge, we asked a simple question:
How can we ensure all campaigns comply with GroupM best practices and meet client standards in a fraction of the time it takes?
The Solution
We teamed up with Google and GroupM Search leaders to distil 21 most value-adding search marketing best practices for enterprise and help user validate their campaigns against them.
Campaign Monitor does that by automatically downloading data from users’ accounts, validating them against best practices and presenting results.
Out of the box, users will be set up with 12 checks, covering GroupM's Google Ads Search Best Practices. They’ll be able to do aggregate reporting on best practice compliance, customize the checks, and exempt individual campaigns to suit client's needs.
Search Practitioners
Get time back
by fixing assigned issues in a single sitting, make work more efficient.
Account Managers
See how teams are doing and where they need support all in one place.
Manage performance conversations with evidence-backed reports.
Local Leads
Track market’s performance.
Have meaningful conversation with teams and clients, so they can see improvements.
Global & Regional Heads
Be confident that the best practices are implemented by the teams - at scale.
Get time back from collationg individual country reports, in a single global or regional performance roll-up.
Client Partners
Improved client-agency relationship through greater trust that excellent hygiene is being applied consistently to all campaigns.
Head of Search
Bake angency’s secret sauce into the plarform, and trust these best practices are incorporated with each campaign, everytime, for every brand, in every market, without fail from the day it launched.
Working Process
Design Backlog
The design backlog is used to track potential ideas for Campaign Monitor and is kept separate from the Jira backlog.
Its intended use is to help track future work, but it can also serve as a resource for creating a backlog of tasks that developers can work on if they happen to get ahead of schedule.
Users Persona
Based on these job titles showed in the above chart, we categorize them into 2 role groups: Operator and Monitor. Each group will have different accessibility to the product and they will working on different functions.
These individuals work on campaigns on the platforms and use the product to fix them.
Typically the ones found on the platform on the day to day. They are in charge of activating, optimising and reporting on campaigns according to client goals.
Operator
Typical Roles
Associate Director, Media Activation
Director, Media Activation
Heads of Social/Search, Media Activation
Context
• Works within a small team, senior most member is responsible for campaigns.
• Under time pressure.
• Gathers briefs and with other team members collectively decides on benchmarks and KPIs.
• Drafts new campaigns while following checklists.
• Senior members QA campaigns before launch and approve of client or market specific exemptions that deviate from Best Practice.
• Monitors campaign KPIs especially pacing, optimises where necessary and reports performance to clients on a weekly basis.
• Fixies campaigns not meeting Best Practice when prompted by Directors or Leads. BPs with no monetary impact tend to have no timeline for action.
• Juniors have little experience (~0-3 years) while seniors may have more (4-7 years).
Goals & Motivations
• Avoid launching campaigns with issues because recreating them has a monetary cost for either client or agency.
• Well performing campaigns that align with client objectives and expectations to either help maintain or improve client relationships.
• Account(s) recognised as well performing by Directors and Leads.
• Complete tasks in a priority order given by team lead.
Pains
• Guidelines/check-lists are not strict and can be down to individual managers/teams. This leaves room for a lot of human error.
• Manually pulling metrics from multiple platforms when doing optimisation or creating client reports is tedious and error prone.
• 3 rounds of manual campaign QA can be tedious.
• Can feel stretched due to strict timelines and resources.
Insights
• One location where all Best Practices are consolidated.
• Pre-launch QA to ensure new campaigns launch with no issues.
• Performance metric that allows well performing accounts to be recognised.
These individuals work on campaigns on the platforms and use the product to fix them.
Typically the ones found on the platform on the day to day. They are in charge of activating, optimising and reporting on campaigns according to client goals.
Operator
These individuals monitor accounts and team performance.
Typically the ones monitoring best practice adherence in their markets, teams and regions. Also responsible for prioritising Best Practice work for their teams.
Monitor
Typical Roles
Associate, Media Activation
Senior Associate, Media Activation
Supervisor, Media Activation
Context
• Monitors accounts and teams KPIs to ensure they maintain client satisfaction and agency standards
• Notifies leads of teams with low performance.
• Enforces different Best Practices based on client/market/regional experiences.
• Manages team resources.
• Prioritises Best Practices work for teams.
• Manages checklists that teams use to build campaigns.
Goals & Motivations
• Standardised Best Practices process that’s scalable across market/region.
• Well performing accounts and teams that meet agency benchmarks.
• Well balanced teams that don’t feel overwhelmed by workload.
• Main strong client relationships.
Pains
• Best Practices are subjective and won’t always apply across market/region/client.
• Lack of a centralised view of account performance across market/region means it’s hard to get visibility and prioritise.
• No formalised Best Practice process for new hires.
Insights
• Team performance against benchmarks.
• Account compliance against Best Practices.
These individuals monitor accounts and team performance.
Typically the ones monitoring best practice adherence in their markets, teams and regions. Also responsible for prioritising Best Practice work for their teams.
Monitor
Users work for different clients and markets, onboarding data through various accounts on this platform. Agency users with different roles can view and edit the data accordingly.
Userflow
Old UI
The old dashboard gives a snapshot of performance of the advertiser, in this snapshot we show:
Issue type distribution chart which shows which types of recommendations are most common.
Campaign owner chart that shows the number of recommendations each campaign owner has.
A historic chart that shows the count of total recs across all campaigns in the filtered view over any custom date range.
• How many campaigns in your filtered view have recommendations.
• How many accounts in your filtered view have recs.
Dashboard 2.0 gives users a snapshot of performance and also helps with prioritizing user actions. We do this by offering users easy and actionable guidance that can help them to achieve the best compliance score for their campaigns.
New UI
Design Decisions
The old dashboard was decent at reporting the hard numbers but it didn’t help users priorities or give them actionable items, that’s why we designed Dashboard 2.0.
Through the Best Practice score we would also get teams speaking about compliance in the same language and making it easier for leads to understand, compare and set compliance goals.
🟩 Recommendations
This is where most of the action takes place, it’s where users find and understand how to respond to violations found in their campaigns. Currently Campaign Monitor downloads account data and runs best practice checks automatically every 15 minutes so the data is as close to live as possible.
There are two ways users can use this page: they can either stay in app resolve using the UI or download all their recommendations into a CSV. In both cases, we provide users with all the information they need to know to address a recommendation.
Main users of this page. They use this page to view and action recommendations or request exemptions.
Operator
Monitor
Not likely to use this very often but will jump in when the team needs assistance.
🟧 Exemptions
This page is designed for managers who have the "Exemptions'' permission. On this page managers can view, approve or deny exemption requests and view or revoke historic exemptions. Users only see exemptions in accounts they have access to.
No access, they do nothing on this page.
Operator
Monitor
View and approve or deny exemption requests.
View and/or revoke historic exemptions.
🟦 Accounts
This page is where users view accounts and campaigns and manage ownership and label assignment. Campaign ownership and label assignment at the moment is only used for filtering.
View accounts and campaigns.
Assign owners to accounts and campaigns.
Assign labels to accounts.
Operator & Monitor
🟨 Best Practices
This page is where users view the advertiser’s best practices and manage configurations. There are two versions of this page.
The view only version is for users without the ‘Best Practices’ permission. This user can see which best practices are currently active, a description, priority and guidance that is set up by admins. This user will also only see the Advertiser they have access to.
The admin version is for users with the ‘Best Practices’ permission. This user can do everything the view-only can as well as able to customize the guidance and details. This user will see all Advertisers in the agency.
Views the active best practices in their advertiser.
Views the guidance and details to help them understand the best practice
Operator
Monitor
Views active best practices across all advertisers in the agency.
Turns best practices on and off.
Customizes best practice configurations.
🟩 Advertisers
This page is where an admin creates and manages Advertisers and labels. Only users with the ‘Advertisers’ permission can access this page; this is currently limited to the internal Campaign Monitor team.
Advertiser Creation Process
🟧 Users
This page is where an admin manages users’ status, permissions and account access. Only users with the ‘Users’ permission can access this page.
An admin only sees users that belong to advertisers they have access to. They are also only able to give access to accounts they have access to.
Don’t have the permission to access.
Operator
Monitor
Add / Delete users.
Manage status, permissions and account access.
🟦 Agency
This page is for a super admin to manage the email domains that will be accepted by an agency. Only permitted email domains are allowed to sign-in into Campaign Monitor. Permitted domains are also the only ones accepted when creating a new user.
Don’t have the permission to access.
Operator
Monitor
Create and manage agencies and their domains.
