In the era of massive data, the marketer floats in an ocean of data, some as important as the other. However, monitoring consists of combining different information to have a unified view of data.
The latter therefore juggles between Excel workbooks, widgets and other heterogeneous tools which are unfortunately not interoperable with each other.
However, multiplying the tools means multiplying the costs and the duration of the analyses. To overcome this problem, marketers use dashboards.
In this article, we explain the importance of the marketing dashboard and why you should use it.
What is a Marketing Dashboard?
The term Dashboard translates into French as “tableau de bord”.
It is a user interface that organizes and presents important information on one screen. In the marketing world, a dashboard is a reporting tool that pulls data from multiple sources.
It gathers different useful data for a global or in-depth analysis in an easy to understand way.
Thus, the marketing dashboard is used to evaluate the organization of a company and to measure its performance in order to achieve a specific objective.
It is widely used in digital marketing to analyze the performance of a website. It then brings together different performance indicators (KPIs), each of them providing precise information.
The Marketing Dashboard helps teams (e-commerce, sales, digital marketing, CRM) to streamline decision-making. For decision-makers, a dashboard is a tool offering the ability to monitor different activities.
Why is this important?
The main function of a marketing dashboard is to help you answer the question “how is my marketing campaign doing right now?” “.
To do this, it brings together on a single interface all the data necessary to judge the health of your campaigns.
Using a marketing dashboard is essential to effectively running a successful business. Marketing teams need it to track different marketing actions to determine the most effective ones.
Indeed, it is very unlikely that you will be able to monitor your key indicators without a suitable dashboard. And it’s even less likely to successfully keep pace with your competitors without a dashboard.
A marketing dashboard helps you allocate budget to your marketing campaigns and make decisions.
It is also used to determine if the marketing strategy and tactics adopted are getting things done. Just take a look at your dashboard for a summary of your campaign performance. This empowers you at any time to make the necessary adjustments to achieve your marketing goals and achieve maximum success.
The different types of marketing dashboards
There are three main marketing dashboards, each intended for distinct types of users and responding to specific objectives. Explanations.
1. The digital marketing dashboard
Intended for the marketing manager, the digital marketing dashboard is used to monitor lead generation and quality.
Its indicators give a clear view of lead generation performance through the various online channels (Facebook page, e-mailing, etc.).
2. The marketing performance dashboard
This dashboard provides the CMO with the metrics needed to track the entire funnel and its contribution to revenue.
It is used in particular to control the distribution of budgets to the various traffic acquisition channels.
3. The web analytics dashboard
The web analytics dashboard is built for the marketing team.
Its particularity is to provide relevant information for all digital functions such as SEO, e-commerce or social media. There are also other types of dashboard such as the Adwords dashboard or the SEO Dashboard.
What should a marketing dashboard include?
When you decide to create or use the dashboard offered by a marketing tool, the latter must present the information necessary to effectively monitor your efforts.
A successful marketing board adapts to the specific needs of your business. It contains the relevant data needed to measure the impact of your other marketing strategy on your target market.
Be sure to include metrics that provide better insight into key areas: your company’s visibility and awareness, company engagement, and opportunities.
Among the essential KPIs, we have:
- Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).
- The Conversion Rate to find out which landing pages and content convert the best.
- The Bounce Rate to know if your visitors find what they are looking for on your website.
- The average duration of sessions.
- Click-through rate to determine how much attention your CTAs, ads, and content get.
- Cost per click to determine the actual price you pay for each click during your Pay per click (PPC) marketing campaigns.
- The average conversion time to understand how fast your visitors are converting.
- Opportunities to determine which direction to steer your campaigns.
- Return on Investment (ROI) to track efficiency in using your marketing budget.
How to choose your marketing dashboard?
The choice of dashboard depends on several factors.
These include in particular:
the size of your business,
- your marketing objectives,
- the marketing strategy,
- business goals, etc.
Some tools like SEMRush, Ahref and YoodaOne combine several dashboards. They thus facilitate the overall analysis of the health of the company.
How to create your marketing dashboard?
Before you jump into creating a marketing dashboard, you should first answer a number of questions:
- What will it be used for?
- For who ?
- What information do they need?
- What is their knowledge of marketing measures?
The answers to these questions will be used to identify the main marketing measures to follow. This will allow you to reduce the reach of your marketing dashboard.
What is a good marketing dashboard?
A good marketing dashboard communicates a clear and precise message.
It contains all the information you need. Metrics and KPIs must also correspond to the hierarchical level of the one for whom the dashboard is intended.
Do not hesitate to contact us for support in the choice or design of your marketing dashboard.
What to remember from the marketing dashboard
Intended for the marketing manager, the marketing dashboard is a tool for monitoring lead generation and quality. It controls in real time the contribution of the various online campaigns to lead generation.
As you will have understood, the marketing dashboard is dedicated to performance monitoring!