How Domo Marketing Tracks Campaigns and Funnel Metrics in Domo

Modern marketing is as much a creative endeavor as it is a mathematical challenge. But when a CEO pointedly asks you to defend your marketing strategy in the boardroom, it’s ultimately the data that decides whether you’re performing up to snuff.  

At Domo, we understand the pressure every marketer faces to ensure that their teams produce strong results quarter after quarter, year after year. We also recognize that most companies don’t have unlimited time, people, or budget to invest in unproven marketing tactics. In a digital world where competition for consumers’ attention is fierce, there’s no margin for wasting marketing resources. Strategy needs to be rooted in facts, not intuition or guesswork.   

Do you need to make data-driven marketing decisions that will actually make a difference for your visibility, pipeline, deals, and customers? Are you also prepared to support those decisions the moment your CEO calls you into their office? Domo will empower your people to capitalize on opportunities and effectively demonstrate the bottom-line impact that marketing has on your business.  

We know because our marketing team relies on the Domo platform, too. 

In this article, we’ll share screenshots of an app we built in Domo to track pipeline, attribution, campaign ROI, and more. All data shown has been anonymized for demo purposes—but the setup is virtually identical to the visuals we see inside Domo.

4 questions Domo helps our marketers answer 

If you’re a marketer, chances are you’ve faced tough questions from leadership or other departments about your campaigns’ performance and impact. Using Domo, our marketing staff, managers, and leaders can quickly find the information they need to answer critical questions, such as whether a campaign is truly driving conversions or if resources are being optimized.

Do any of the following four questions and scenarios sound familiar?   

1. Can you pull together all the data on this marketing campaign? 

At first glance, this looks like a pretty straightforward, albeit broad, question. But what if you’re working on paid search and running a campaign that uses Google Ads, Facebook Ads, Instagram, and other platforms? Now you have to pull data from each of these individual sources. But unfortunately, they don’t necessarily capture data in the same way.  

Say you also need organic search data. As a member of the paid search team, that data may not be accessible to you, so you’ll need to reach out to a separate team in order to obtain that information—that is, if you don’t have a tool like Domo.

When you do collect everything you need, it may look more like a series of static Excel sheets than information that can be used together to draw a comprehensive picture about a campaign.   

For Domo marketers, answering these questions is significantly easier because all our data is housed in a centralized location—the Domo platform. Using connectors, Domo can funnel in data from a variety of other platforms like Google Analytics, Marketo, HubSpot, and WordPress.

This way, all these data sets live in one place and are accessible to the entire marketing team, as well as other teams across the company.

While these individual tools can generate impressive reports on their specific functions, Domo helps our team take that data one step further. With all of the data sets joined together, our marketers can do a better job of putting into context what the individual numbers in one platform mean about a larger campaign.

We can connect the volume of traffic to its sources, allowing us to identify who is converting on the site and analyze their activity. This insight helps us better understand their overall experience. 

2. Is our marketing campaign working? 

Now you’ve stored all your essential data in one space, which is a great first step. When you’re ready to examine and analyze what you’ve collected, one of the most popular methods our marketing teams performs in Domo is an uplift analysis.   

An uplift analysis is a simple method to quantify whether a campaign is working and whether it is efficient—two common questions the Domo marketing team is always asking. There are many ways to tackle these questions on the platform, but an uplift analysis allows us to compare the performance of a cohort of leads involved in a specific campaign against a cohort of leads not involved.  

Using Domo’s Uplift Analysis Card, we can track the conversion rates of each cohort at the specific stage in the marketing funnel that the campaign is targeting. This card is tiny—zoom in or click to see it—but one of our most impactful.

We can also monitor how quickly those conversions occur. Simple as it looks, this analysis allows us to see whether our campaigns are changing consumer behavior, and whether we need to pause, redirect, or end a campaign before we waste unnecessary budget.  

3. How are leads moving through our marketing funnel? 

It’s also important to understand how our leads are engaging with the marketing funnel at different stages so we can determine if there are adjustments we need to make to help them convert faster. One of the tools that we use to analyze this data is the Rolling 90-Day Conversion Analysis Card.  

Displayed in a line chart, this analysis plots lines for the different stages of a funnel overlaid on top of each other. For all of the leads that entered that stage of the funnel in the past 90 days, each data point on a line represents the percentage that actually converted to the next stage. The graph provides normalized lines that represent overall trends.  

For marketers, this graph allows them to visually recognize the relationships between different stages of the funnel and helps them predict what changes might occur in the future. Determining where we are going to land at the end of a quarter isn’t a guessing game because we have the data that maps out the direction we are moving in.

The graph also gives our teams the ability to delineate what we should be observing versus what we shouldn’t, which is helpful when presenting data to executives or managers. 

4. What’s going on with our marketing funnel? 

Nobody likes being put on the spot, but we’ve all been in a situation where a boss or a high-level executive requests an urgent update about something like problems in the marketing funnel. In fact, this might be less of a question and more of a polite demand to conduct an audit.  

Because our team uses Domo, we don’t need to panic in situations like this. Using Domo, for each stage of the marketing funnel, we can create dedicated pages to collect the relevant data. We can incorporate up to 50 cards, each offering in-depth analysis of that data.

In addition to the analyses highlighted above, we can use Trellis charts to make easy comparisons between teams, stacked bar charts to show open opportunities for leads, and scatterplots to visualize relationships between relevant factors.

The graphs are responsive to each other, so if you notice an anomaly at a data point in one graph , clicking that data point will highlight the corresponding values in other graphs for further exploration.  

This doesn’t mean that we simply deliver a page of 50 charts to our bosses. Instead, it allows us to efficiently conduct exploratory analysis and deliver a comprehensive audit. We can then use our insights to recommend specific actions, whether that’s eliminating certain marketing tactics or finding new opportunities to encourage conversions.   

Manage your marketing team’s performance with Domo 

All of the features outlined can provide tremendous value to your marketing teams, in the same way they do ours. But we know that marketing tools only truly have value if teams are capable of using them.   

Domo prides itself on being an intuitive, easy-to-understand platform that anyone can navigate, whether they‘re the busy executive constantly double-booked or the new hire in the process of onboarding.  

Start learning how you can make the most of this tool by reading about different use cases for marketing teams or visiting our Community Forums to explore what other users are doing with Domo.

And if you want to learn more about how to conduct specific analyses in Domo, you can watch our July 2023 Domo community virtual meet-up, where our experts review best practices for working with the platform.