Marketing Mix Modeling projects are all about using statistical methods to estimate and predict the impact of various marketing tactics on sales. To harness insights from the analysis, modelers end-up exporting results to visualization tools that allows them to build interfaces and reports. This can be in the form of a PowerPoint presentation or an Excel sheet. However, such software does not provide an optimal experience to the user for lack of features. In that regard, Tableau and Power BI reports are two tools that modelers are most familiar with. That is why we worked to enable our users to create Tableau and Power BI reports through our Marketing Mix Modeling software MassTer.

Connecting the Dots Using Data Visualization:

Data visualization is a faster and more effective communication approach used to overview any type of information. Various tools make it quick and easy to create charts and graphs added to customizable dashboard. Aside from the CRISP visuals, these tools give us the ability to process information faster, boost productivity, and enhance results. As a matter of fact, graphical representations makes it easy to see analysis results, extract useful intelligence, and take action.

Creating Interactive Visualizations

Tableau and Microsoft Power BI are data visualization tools that allow users to gain deeper data insights that meet their business needs. The software enables the user to transform all analysis data into live interactive visuals and create customized real-time business view dashboards and interfaces. Consequently, users can extract business intelligence data for enhanced decision-making with very minimal time and cost. However, the process of data input through Tableau and Power BI can be difficult to implement.

Using Tableau and Power BI Reports Through MassTer

With MassTer software, we added a feature letting you export reports to be easily loaded to Tableau and to Power Bi. Through that feature, you can display your analysis’s results using the market-leading choices for modern business intelligence.

That way, you’ll have only one file that can be dumped into Tableau. You can then create an interactive dashboard, without worrying about data integration issues (union, joins, etc.).

The file exported is an Excel file contain time-based contributions in a cross-sectional structure for the variables. These variables have been used to explain the different sales drivers in the final model. 

This allows the creator to add dashboards based on a user-defined extraction of the results. This can serve as a very user-friendly interface.

Once you create the dashboard, you can still export a file from MassTer, and the dashboard will change accordingly.

With Tableau, marketers can optimize their decision-making and be more confident while delivering their projects. It’s a visualization tool associated with their Marketing Mix Modeling projects. 

A Marketing Dashboard is a reporting tool that displays marketing analytics, KPIs, and metrics using data visualizations. These dashboards allow continuous monitoring and broad distribution. Like a vehicle’s dashboard, data dashboards allow the team to see what is going on under the hood. Through Tableau and Power Bi-friendly features, MassTer users can drive towards their goals with intelligence.