Must Do's of Marketing Dashboards
Dashboards are one of the most important and often overlooked tools for marketers today.
Modern marketers need to know how to measure and share performance outcomes of their programs in real-time—and what agile decision making, based on these outcomes, really entails. They'll need to blend data from multiple source channels and select the best metrics for their dashboards.
Lastly, they need to visually showcase data for organizational alignment and client reporting. Not to mention having colorful, interactive and innovative marketing dashboards, just for that extra polish.
With this paper you'll learn all this and more, and be able to make the most of your marketing data. We've also pulled out the first several pages of the whitepaper for you to read. Download the PDF on the right to read the rest.
Gone are the days of go-with-your-gut style marketing tactics. And so it seems gone are the marketing efforts with the ability to simply and quickly differentiate ROI across multiple channels. Many agencies and marketing teams still struggle to combine and understand the elusive customer, campaign and sales data in one unified, 360-degree view.
Curious how much revenue was attributed to your paid search investments last quarter? Want to prove that some online channels generate higher quality leads than others? Ever log into Salesforce.com or send emails with Eloqua or Marketo? Do you spend hours analyzing your Google Analytics? Need to quickly and easily present all of this information in one place?
To understand the whole picture and make fast, data-driven decisions, marketers need dashboards that can show them what's really happening across all these channels, correlate patterns across multiple metrics, provide a summary and in-depth views of performances and enable them to make effective decisions on the spot. There is a reason marketing dashboards are a thing now.
For marketers with multiple channel sources, these characteristics are core for dashboards today; objectives-focused, optimized for multiple data sources, visual, interactive, current, and accessible to its audience.
First, let’s quickly define what a dashboard is. In his 2006 book, Information Dashboard Design, Stephen Few wrote: “A dashboard is a visual display of the most important information needed to achieve one or more objectives; consolidated and arranged on a single screen so the information can be monitored at a glance.”
Leveraging that definition, we can define an effective marketing dashboard as one that enables marketers to visually display relevant and current campaign, customer, advertising and/or branding information needed to achieve marketing objectives (such as improve ROI, generate qualified leads, and deliver revenue).
It is optimized to speed the evaluation of and reaction to current trends and statistics and to make that information and results accessible to colleagues.
Core to modern dashboarding are these characteristics: objectives-focused, optimized for multiple data sources, visual, interactive, current, and accessible to its audience.
So, start your planning by considering the following six best practices in creating and deploying effective marketing dashboards.
Thanks to Rachel Shaver, for contributing this article. She is a Marketing Manager at Tableau, and has a passion for visualization.
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