When you log into Pathmatics, you’re presented with tons of digital advertising data. That begs the question:
Where to begin?
The Pathmatics Dashboard for data analytics is a great place to start setting up your personalized account. This Dashboard greets you when you log into your account. It tracks the advertisers, websites, and ad networks you’ve chosen to follow. When viewing the profile of any advertiser, website, or ad network, just click the “Follow” button and it’ll be added to your Dashboard.
The Dashboard is a brand manager’s best friend. It saves you time by presenting the most important data in nearly real-time, customized for your needs.
Below, we’ve outlined some ways to use the Dashboard profitably, so you can get the most out of Pathmatics as quickly as possible.
1. Real-Time Competitive Intelligence
You probably have competitors. And, be honest, you probably want to know what they’re up to. The Dashboard is here to help.
Search for each of your competitors in Pathmatics, then click on their profile once it appears in the search bar. On their profile, click the “Follow” button. Repeat for every competitor you want to track. The result? Your Dashboard is now a real-time competitive intelligence hub.
You’ll see every followed competitor listed on your Dashboard with the following information:
- Impressions for the last 30 days.
- Impression spikes.
- New creative alerts. (Click “Show” next to these alerts and see the actual creatives.)
This setup makes it easy to track competitor activity in real-time. Just glance at your newly configured Dashboard every time you log in. If you see a spike in activity or new creatives, click through to the competitor’s profile to learn more.
It’s like looking over the competition’s shoulder. But easier.
2. Direct and Indirect Buying Opportunities
Say your brand typically advertises on big media sites like NBC News or ABC News. Wouldn’t it make sense to keep an eye on ad buying opportunities? When you add websites to your Dashboard, that’s exactly what you’ll be able to do.
The Dashboard tracks key events for every major website that runs ads. Each week, you’ll see which advertisers have upped their spend on the sites you follow.
Click through to each site’s profile, and you’ll see a full breakdown of:
- Total advertiser spend and impressions.
- Who a website is selling impressions to.
- Top advertisers for the site.
- Top categories on the site.
- Top services used on the site.
When you configure a Dashboard to track websites, you’ll get an up-to-date picture of who’s spending where. This information makes it much easier to determine how to allocate your own budget. It also highlights opportunities to go where your competition isn’t, or counter their latest spending spree on a popular site.
3. Comprehensive Cross-Channel Intelligence
No matter which advertiser, website or ad network you track, you need to monitor their activities across channels.
This is easy to do on any Dashboard configuration. By clicking the dropdown menu in the upper left of your Dashboard, you can filter any Dashboard configuration by:
- All Devices and Formats
- Desktop Display
- Mobile Display
- Desktop Video
- Mobile Video
This allows you to quickly cycle through relevant channels for any advertiser, site or ad network on your Dashboard. If you have a preferred channel, you can set it as the default in your account settings.
Anyone who manages ads on the brand or agency side has a lot to do. This Dashboard feature simplifies monitoring activities, so you can get back to what’s important.
Ken Roberts has been immersed in marketing and technology for over a decade, merging creative strategies with the latest technology, to bring products together with the people who need them. With degrees in Engineering, Computer Science and an MBA, Ken’s background in product management, marketing, sales, analytics and technology lends to his ability to attack product challenges on multiple levels. Ken began his career developing software solutions for medical records before transitioning to marketing. Ken focused on building marketing departments and operating in-house agencies. Ken’s experience with digital platforms, internet based marketing, lead scoring and business intelligence, and reporting, as well as a keen market understanding, are a welcome addition to Pathmatics, only matched by a leadership philosophy that encourages high creativity and ownership from his team.