While everyone in your marketing department is ultimately working toward the same goal, different people and teams have unique priorities and sub-goals. Too many businesses treat dashboards as a data dump – everything you have goes into one place, with little rhyme or reason.
A recent report from Gartner found that many marketing dashboards simply aren’t helpful because they aren’t designed to focus on the questions marketers really need to answer.
When a dashboard has too much data and little organization, each person looking at it would have to look really hard to try to find the data and information that affects them. And in our busy world where everyone’s got a long to do list to attend to on any given day, who has time for that?
If you really want your marketing dashboard to be useful and your marketing analytics to be successful, one dashboard won’t cut it.
You need a way to make sure everyone can see their part of the larger pie – the particular subset of the marketing plan and analytics that relate to their responsibilities.
Define the Dashboards You Need
The first step to setting up the distinct dashboards that meet every member of your marketing team’s needs is to define what those are. Sit down with the whole marketing department and discuss where each person’s responsibilities and priorities lie.
Most members of the content team are probably interested in a lot of the same analytics, but you may find that your bloggers or SEOs need to stay on top of certain campaigns and metrics that your email team doesn’t need to think about every day.
By taking a good look at your team and their responsibilities, you can pin down just how many different dashboards you ultimately need and gain a head start on the next step.
Establish the Relevant Goals and Analytics to Include Within Each
This is arguably the most important part: identifying exactly what should go into each marketing dashboard. This step gives you a good opportunity to re-evaluate what metrics your team is focusing on and whether or not they’re the best ones to help them gain the kind of insights that lead to improved results.
A strong marketing dashboard doesn’t just collect past results, it helps you see how those results connect to your marketing plan so you can figure out how to improve in the future.
Each team member should be able to see:
- The ongoing tactics that make up the part of the larger marketing plan they’re responsible for
- The real-time metrics that measure the success of those tactics
- How current metrics relate to past results (e.g. are you getting better?)
- How current and past metrics relate to overall goals (e.g. are these results helping your department meet your overall revenue goals?)
That information can help determine in real time if a change in approach is required. If one tactical area is falling behind and not on track to meet the goals you’ve set for the quarter, you may want to shift more resources to another tactic that’s performing better.
Every marketing dashboard should be designed with the goal of providing your team members with the insights they need to make better decisions in real time.
Build Your Marketing Dashboards
Once you’ve taken the time to really examine and plan what you need, you can start to build your marketing dashboards. Ideally, contained within one platform so you can easily see how it all connects.
The metrics that your PPC specialists are following shouldn’t be viewed in a vacuum. You need to see how they connect to your content marketing metrics, email metrics, and even the metrics your sales team has.
Each team member needs to be able to see their part of the pie, but the CMO and marketing managers must be able to see the whole thing. And individual team members also benefit from being able to track how their tactic-level metrics connect with overall revenue goals.To that end, it doesn’t hurt to get a little help. Hive9 works with businesses to build out customized dashboards based on their specific needs. We can help you do the same. Contact us to learn more.
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