New solution promises improved data visualization to streamline campaign reporting

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Basis Technologies (formerly Centro), the workflow automation and business intelligence provider, has launched Data Canvas, a solution aimed at helping agencies communicate with clients on campaign performance through live dashboards.

Data Canvas is seen as an alternative to the traditional practice of manually pulling campaign data and organizing into charts or other visual aids for presentations.

What it does. Dashboards are customizable and can represent cross-channel campaign data according to user needs. Automatically updated in real time, they allow both agency and client to review visual representations of data at any time.

The hope is that time will be saved that can be spent more usefully on analysis and strategy, and that the information provided will inform agile campaign optimization.


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Why we care. Anything that improves transparency between agencies and clients is a good thing. Data visualization is nothing new of course, but as campaigns grow steadily more complex in the fragmented online/offline environment, automating data visualization in real-time should increase the efficiency of communications between agency and client.

“I believe the Basis platform showcases how agencies can improve their business relationships as well as the health of our industry overall by weaving together disparate teams, processes, and platforms,” said Basis president Tyler Kelly in a release.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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