What Metrics to Put in a Marketing Dashboard
As mentioned above a marketing dashboard helps marketers analyze and monitor the performance of their marketing campaigns. It can also be used to track important metrics like conversions, leads, and ROI.
So, broadly a marketing dashboard should contain all the necessary features for a successful campaign. Some of these features are:
- A conversion funnel for each campaign in order to track how many visitors convert into customers
- Data visualization tools that allow you to see trends and patterns in your data
- Key performance indicators (KPIs) such as conversion rates, cost per acquisition, average customer lifetime value. For example, bounce rates will tell you what percentage of visitors are leaving your site after viewing only one page, while social media reach will show the number of people who have seen posts from your company on social media platforms.
- A reporting system that allows you to export your data into different formats like CSV or PDF
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14 Metrics to Use in a Marketing Dashboard
Below are more specific online marketing metrics that should be in a marketing dashboard:
1. Traffic metrics: A good dashboard should help you to measure your website traffic in different ways, including impressions and visitors per hour, day, week, month, etc. It will also show where the visitors are coming from. This should include information like country of origin, region, etc. Traffic metrics also include metrics like visitors, age, gender, when they visit, pages they interact with during a visit, etc. In case visitors don't stay long after a visit a good dashboard will also help you to find out the reason why. Is there a page that makes them leave the site? Could be a design issue?
2. Retention metrics: This can be measured by the time visitors spend on site or pages per visit, which are both important factors in determining how well your online marketing efforts are working.
3. Conversion metrics: These can be measured by any number of KPIs, such as the number of leads generated, click-through rates and conversion rates.
4. Social media metrics: These can be measured by how many Facebook/Instagram likes your post has gotten and how many Twitter followers you have added or lost, among other social media metrics.
6. Content marketing metrics: This can be measured by the number of new leads generated or the number of referrals you have, your content's reach, who is consuming the content, how they behave after consuming the content among other content marketing metrics.
7. Customer satisfaction: This can be measured by any number of customer satisfaction KPIs, such as surveys like Net Promoter Score or whether customers would recommend your business to a friend.
8. Customer retention: Again these can be measured by any number of customer satisfaction KPIs, such as surveys like Net Promoter Score or whether customers would recommend your business to a friend.
9. Referral acquisition: This can be measured by the number of new leads generated or the number of referrals you have, among other referral acquisition metrics.
10. Cost per lead generated: This can be measured by the number of leads generated and the cost to generate them.
11. Cost per conversion: This can be measured by the cost to acquire a lead and convert it into a customer.
12. Cost per sale: This can be measured by the total costs of acquiring customers in different channels, such as paid search, media, direct mail, etc. In other words, the money spent for every successful sale.
13. Number of clients: This is a measure of how successful the company is with their marketing efforts. Many companies also use this metric to see how quickly they are growing or shrinking from month to month.
14. Customer lifetime value (CLV): This can be measured by the total amount of revenue a customer generates over his or her lifetime with a company.
“Flexible product with great training and support. The product has been very useful for quickly creating dashboards and data views. Support and training has always been available to us and quick to respond.
- George R, Information Technology Specialist at Sonepar USA
How to Build the Perfect Marketing Dashboard & Why is it Important?
Remember a good marketing dashboard is a great way to visualize your marketing efforts and track the progress of your marketing campaigns. It will help you spot trends, measure performance, and understand what's working and what's not. This will allow you to make better decisions on how to allocate your time and resources.
It can help you identify common issues and opportunities for improvement, as well as measure the effectiveness of your efforts.
That said, a good marketing dashboard should be able to provide the necessary information in a user-friendly manner, be customizable, and have analytics built in. This is what determines how a marketing dashboard is built.
Marketing Dashboard Design
The design of a dashboard is very important and can make or break the success of the dashboard. It needs to be visually appealing, easy to use and have an intuitive layout. There are many important tips in dashboard design that can help you create a better user experience for your users. The following are some of the most important tips to keep in mind:
- Make it easy for people to find what they need by putting the most important information at eye level and making it stand out from the rest
- Use visuals like charts, graphs and infographics as much as possible
- Design for mobile devices too
- Keep it simple
A marketing dashboard is an important part of any business. The dashboard helps you to efficiently manage your marketing efforts and track the progress. It also helps you to identify what is working and what isn't working in your business. A good dashboard should provide the necessary information in a user-friendly manner, be easy to customize depending on your needs and possess an intuitive layout.