A modern-day marketer believes in employing artistic sensibility and a scientific approach to data and analytics. A marketing performance dashboard's task is to provide teams with visually appealing and easy-to-read displays of key marketing metrics. In simple terms, a reporting tool that displays KPIs, marketing analytics, and metrics using data visualizations. Marketing dashboards are meant to provide teams with a real-time window into marketing performance.
Importance of Marketing Dashboard:
Marketing dashboards help to stay in control of their performance through continuous monitoring of critical metrics. Visibility into the current status of activities allows for timely corrections and incremental improvements that add up over time. To cite an example, by monitoring a digital commercial's performance on Facebook, the team can spot problems early and make changes accordingly. The type of data decides the platform of visualization. Choosing the right visualizations matters:
- Ideally, line charts are the best way to show continuous data like marketing expenses for a specific period.
- Bar charts are perfect for comparisons between specific categories like conversions from multiple channels.
- It is seen that pie-charts fit the box when comparing sub-sections in the whole section is done.
- Funnel charts are apt for different stages in a process, like, the example of marketing conversion.
Designing a Marketing Dashboard:
Simple dashboards are the best ones. The amalgamation of the proper balance between the valuable metrics and available data points makes a good dashboard. However, every organization has its own set of clause and approach to marketing. The choice of marketing metrics is decided based on the objectives of an organization. As known to all, marketing focuses on the increase of sales and the essential data to show is revenue or growth. If the concern is awareness of offerings, then metrics around visibility and engagement are the crucial pointers. Good marketing dashboards will share some common traits or attributes like:
- Easily customizable
- Mobile-friendly
- Scalable
Need for marketing dashboards:
Since marketing is about a plethora of steps, introducing the right dashboard, catering to all its need is not easy. However, with the increased number and convenience of digital channels, the metrics and data available to analyze are growing. Separation of good data from the bad is the need of the hour. A readily online digital marketing performance dashboard becomes invaluable and eventually helps to track the data that matters. The best marketing dashboards that facilitate easy collaboration and sharing are as follows:
● Digital Marketing Dashboard
● Marketing Performance Dashboard
● eCommerce Marketing Dashboard
● SEO Analytics Dashboard
● Online Marketing Dashboard
● Web Analytics Dashboard
● CMO Marketing Dashboard
● AdWords Campaign Dashboard
● Email Marketing Dashboard
● Social Media Dashboard
● Web and Social Analytics Dashboard
● Google Adwords Dashboard
● Google Analytics 360 – Visits Dashboard
● Facebook Insights Dashboard
● Facebook Ads Dashboard
● A/B Testing Dashboard
● Customer Experience Dashboard
● Web Analytics Dashboard
● Ad Platform Optimization Dashboard
● Growth-Share Dashboard
● Lead Generation Dashboard Dashboard
● Leads to Win Analysis Dashboard
● Marketing Campaign Dashboard
● Relative Market Share Dashboard
● Search Engine Marketing (SEO and PPC) Dashboard
Building a Dashboard:
It is always advised to organize a digital dashboard so that it is easily accessible. The more time it takes to scan, the more inadequate the visual layout is. Usually, it is recommended that any relevant important information should be traceable in 5 seconds. The insights as per significance should be displayed from top to bottom. Ideally, it is better to have 6 to 8 visualizations in a single dashboard to avoid visual clutter. Best Practices for Marketing Dashboards:
- Feature KPIs and metrics that drive future action
- Select visually digestible colours and themes
- Choose charts with a higher level of comprehension
- Eliminate distracting, unnecessary design elements
What is a digital marketing dashboard?
A digital marketing dashboard gives insights to users about the visual representation of marketing metrics. A friendly curated effective digital marketing performance dashboard will save businesses and marketing departments valuable time and money in the long run. Today dashboards come handy with easy-to-understand visualization that mainly demonstrates:
- Soft metrics: These involve customer satisfaction, brand awareness and engagement.
- Hard metrics: These are mostly related to the rate of return, sales, revenue, and conversions.
- Online marketing metrics: Primiraily cost-per-lead, new sessions, and click-through rates are involved.
The top 6 Marketing Dashboards Examples for Visualizing Performances are:
CYFE: A cloud-based business intelligence application software company mainly known for its creation of the business dashboard app. This self-service platform is designed to analyze, transform and report data from different integrated sources. The best part is free, and the application allows tracking and monitoring all business metrics in one single platform. The majority of its core market is in the United States, but Cyfe today has is expanding and has its global presence in 15 countries operating worldwide. Few notable features of this top-notch dashboard are:
- No data limits (with premium edition)
- TV mode
- Branding customizations
- Historical data archiving
- Cohort displays (e.g. for customer retention tracking)
- Pre-built integration with over 60 popular services
REPORT GARDEN: ReportGarden, as the name suggests, is a platform where reports are generated. They help digital marketing agencies prepare analysis and performance reports for their clients, making it a hassle-free task. ReportGarden has set a benchmark by developing reports faster than expected and delivering the message to clients in a system by visually showcasing the data. They majorly deal with:
- Reporting
- dashboard
- SEO audit tool
- franchise marketing
GOOD DATA: Asoftware company dealing with business intelligence (BI) and powerful data analytics software for cloud computing. Good Data is a business intelligence platform that offers services like combining an organization's internal and external data, either structured or unstructured, to monetize data. Key pointers of them are:
- Drag-and-drop interface
- Guided analytics/forecasting
- Industry benchmark comparisons
- Website demographics
- Closed-loop ROI analysis
SISENSE: A business intelligence software organization that is AI-driven. They provide APIs for customization to build personalized analytic experiences in any application. They are known for:
- Built-in connectors
- Elasticube database
- Role-based access controls
- Automatic alerts
- Optional refresh scheduling
HUBSPOT: A famous developer and marketer of software products primarily known for inbound marketing, sales, and customer service. They are primarily into products and services that provide tools for web analytics,customer relationship management, content management,social media marketing, live chat,lead generation, search engine optimization, and customer support. Some of their traits are:
- Call-to-action reporting
- Funnel analytics
- Email list analytics
- Native mobile app
- Revenue by persona
MARKETO: American software company developing and selling marketing automation software. Their services are primarily used for account-based marketing and other marketing services and products, including SEO and content creation. They support both big enterprises and fast-growing small businesses across various industries that range from technology to higher education. To add on in 2018, Marketo was taken over by Adobe Inc, and they are known for:
- Revenue Cycle Modeler
- Opportunity Influence Analyzer
- Historical data archiving
- Funnel builder
Conclusion:
Today, marketing experts need tools and platforms that efficiently use a combination of art and science to get the best results of campaigns. A strategy should be creative and backed by relevant data, followed by metrics to ensure that every ad's money is lucrative enough and making money for a business. These dashboards are marketing reports designed for continuous monitoring and broad distribution.
