Analytics is an important part of marketing that helps transform analysis into insights and insights into actions. There are many different analytical tools that allow marketing teams to collect performance indicators, measure marketing goals, evaluate marketing campaigns. It takes time to run different types of metrics using various tools and programs. Let’s say you have a meeting and your task is to present one report that tracks and shows trends using different measures, highlighting important metrics. The answer is Marketing Dashboard.
Typically a dashboard summarizes marketing KPIs (key performance indicators). Every set of metrics presented in an easy to understand approach. It is a simplified compressed analytics that shows you a trend in simple way. Any measures presented in a customized gauge are easily and quickly perceived.
Marketing dashboards created once but they are typically updated on a regular basis. Since they show the same data over time and you are familiar with key indicators it takes no time to realize the trend and compare the presented metrics.
All critical measurements are located in one place. It is like combining all analytical tools in one place. Imagine that without a dashboard you have to assess every set of data using a different program for each set of metrics. Every program is unique and have its own format and presentation method. To run 5 different reports using 5 different tools takes long time. It takes even more time to switch from one report to another trying not to forget what you saw on page 1 compared to page 5. It requires extra time to evaluate all metrics and understand the correct trend.
Another advantage of a dashboard is that you do not need to log into different reporting tools (Marketo, Salesforce, SQL, Google analytics, Excel, etc) and manually compile final presentation.
Marketing dashboards can be arranged by specific objectives. You can choose to generate separate dashboards for each type of marketing campaign.
CMOs, VPs of Marketing sometimes do not have time to dig into results and decode some complex analysis. Marketing dashboard allows them to see high level insights at a glance instead of spending hours digesting hundreds of metrics and multiple pivot tables.Today dashboards can be viewed even on your the mobile devices. The objective is that it can be seen by every member of the team any time and without borders.
The marketing dashboard way of analyzing all pieces of data and tracking the progress in one place presents a tremendous opportunity to marketing teams. It allows to see and understand the progress, quickly respond to challenges, improve strategies and make company performance more efficient.
Looking for a BI Tool to build your Marketing Dashboard? Or need to outsource Marketing Dashboard creation? StrategicDB is Datorama’s partner and has build multiple marketing dashboards for both marketing agencies and companies.