The challenge
The goal was to develop a highly flexible reporting system for campaign managers and analysts — one that accommodates diverse objectives and highlights key findings they can act on. Additionally, the interface should maximize efficiency by minimizing repetitive tasks, such as frequently adding the same metrics and layouts.
Solutions
Surfacing relevant data
The first step in building this reporting tool was to determine the most effective ways to extract insights from ad campaign data. Through a combination of end-user interviews and competitive research, the team identified a set of table features and chart types that sufficiently support analysis and visualization. Each chart was then designed for flexible drag-and-drop placement on the reporting canvas and to accommodate various formatting options (legends, totals, breakdowns, etc…).
Any table or chart added to the reporting canvas can be quickly configured to pull from a broad range of breakdowns and metrics. To streamline setup, these options are grouped into sections, with the most frequently used placed in a “popular” category at the top. Currently, configurations happen in a modal window; however, a future iteration envisions chart settings sliding in from the reporting canvas sidebar—maintaining a cohesive, single-view experience.
Creating actionable insights
Amplify Insights is the reporting side of the Amplify ads management suite, and both the reporting system and ads management system need to work hand-in-hand. In other words, campaign managers need to be able to gain insight into ad performance and then seamlessly take action when necessary. To achieve this, these two interfaces are bridged by links that take the user from a campaign management asset (campaign, ad, creative etc...) to preset reporting layouts. From the report, actions can be taken to open up campaign editing and make desired changes.
Removing redundancy
Reports are being created constantly to track campaign performance and report back to branded content clients; therefore, it was essential to cut down on repetitive tasks. While reports can always be duplicated and modified, this isn’t always the ideal workflow. As a result of user feedback, I added a way to save and swap report layouts/templates for quick, interchangeable use. Other features such as starring reports, surfacing commonly used metrics, and easily swapping report parameters aided in reducing the time it takes to create a new report.
Making access quick and easy
As mentioned, reports were also frequently shared with external users and within campaign management teams at varying permissions levels. I designed a fast and simple share flow for report creators to invite internal and external users to live reports and manage their permissions. Additionally, report sharers can include a message to invitees to denote the purpose of the report or any further instruction.
Impact
Since its development, Amplify Insights has enabled campaign managers at Condé Nast to analyze and optimize their cross-platform advertising campaigns by providing a comprehensive view of campaign performance. Advertisers can make data-driven decisions more efficiently, resulting in improved ROI and campaign effectiveness. Reports are also key in providing transparency to clients that Condé Nast is in partnership with.
Reports created
52K+