Almost every CMO and their team face the same challenges. Whether you are B2C or B2B, e-Commerce or SaaS, you want to find leads quickly and a high conversion rate from those leads to create sales opportunities and fuel business growth.
Trying to achieve these goals can sometimes leave you wanting to bang your head against a wall – especially when you are struggling to find key information you need to make decisions about various marketing campaigns.
This is where data dashboards come in. Dashboards make it simple for you to view all of your marketing data in one location with intuitive visuals that help you notice patterns and interpret your data.
To make your life easier as a marketer, you should be using marketing dashboards. In this article we share four types of dashboards that you can use to help save time and make fast decisions about your marketing campaigns.
Marketers find it challenging to identify the correlations between the relationship of independent variables. Data visualisation can be a great solution to this problem. Visualised data is often easier for us to understand and interpret than raw data such as an excel spreadsheet full of random numbers.
Once your data is visualised you can quickly understand what parts are relevant to your campaign, where the most interesting data is, and start to generate useful insights from that data.
To create a great data dashboard, the visuals don't only need to be great but the data does too. One Google study found that 61% of marketing decision-makers struggled to access or integrate the data they need.
Fortunately there are several great tools that you can use to consolidate your marketing data and ensure that your data is working for you. Here are 4 data dashboards that every CMO should think about creating.
KPI dashboards should be showing you the key metrics that relate to the goal of your marketing campaigns.
For example, if you are running campaigns to build brand awareness, you will want to pull in and visualise metrics such as :
You can also include metrics such as marketing spend to help you build a better picture of the impact you are having for your budget.
KPI dashboards are particularly helpful for startups or businesses looking for investors. You can keep investors in the loop about the impact marketing is having and you remove the need for a constant back and forth by being able to direct them to one dashboard to answer their questions.
A Marketing Funnel Dashboard is used to visualise the various stages of your marketing funnel. It creates an easy to follow diagram that shows the movement of your leads, through your funnel, from the top until the point of conversion
Funnel charts are essential. Visualising this data helps you see where leads are getting stuck in your funnel, so you can give them an extra nudge or notice where there may be a content gap you need to fill. Often finding data for marketing funnel dashboards is simple; you can combine data from your CRM, marketing automation tool and website analytics.
Speaking of website analytics, this is the next dashboard you need. Jumping into Google Analytics can sometimes be overwhelming. There is so much data there and often to find what you need you have to open up obscure reports or create your own reports with advanced settings.
Instead, you can create a website analytics dashboard. This way you can pull all your key website metrics into one easy to view dashboard and don't have to spend hours fiddling around trying to locate the report you need.
For example, you may want to include metrics such as:
Your business likely is active on more than one social media platform. But with separate analytics for each account, gaining a clear picture of your social media as a whole can be tough,
A social media dashboard integrates metrics from across multiple social media platforms to help you see where your social media campaigns are having the greatest impact and where your audience is most active.
Gaining real insights from your marketing data doesn't need to be as tough as you think. Dashboards will help you visualise your data and make it easier to understand. In addition they can pull data from multiple sources, consolidating your data in one place and allowing you to have a big picture view that will influence your marketing decisions.
See inspirations here:
Need to give your marketing efforts a helping hand? If you’re struggling to find an easy tool to help you understand what your data is telling you to help fuel your marketing campaigns, then contact us here to find out how Streams can help.