5 MUST HAVES WHEN CHOOSING A MARKETING DASHBOARD
Let’s be serious as markets we’ve all dreamt of that perfect marketing dashboard. Who doesn’t want a dashboard that shows us just what we want, when we want it and exactly how we want to see it. From my experience of working in different industries right from manufacturing, water filtration, timeshare (yes, I did say timeshare), and now in marketing analytics, I’ve understood one thing that every company wants simple access to reporting.
It’s not just us marketers who need/want to see the reports but I think you’ll agree that our General Managers, CEO, CMO and other bigwigs also want access to this very vital information. So, here’re my tips for the “5 must haves” when it comes to a marketing dashboard.
- Minimise Manual Input – This is 2018 and we are still creating manual reports, Excel sheets and getting reports in PDF or word documents. It’s time we put a stop to that! Our time can be used much better, more creatively and efficiently. So, “must have number 1” is automation & minimising manual input. Choose a marketing dashboard that can automate reports from different sources.
- Integration is the Key – Marketing 101, you need to take all channels activities into account and correlate it back to sales. By having a report that integrates data from all (more realistic is maybe MOST) channels is exactly what you need. On a daily basis, you don’t have the time to drill down and look at the nitty gritty of every report. So, aim for a reporting tool that allows the most integrated dashboard, you won’t regret it!
- Update Time – With digital, there is no way any marketer would be satisfied with reports being updated weekly or monthly. We need real-time data so changes can be made when there’s still time to make a difference. Put this down on your list as well, “a real-time, up-to-date” report is what you need.
- Display Settings – Confession time! I’m no mathematical genius. I want a report which is simple enough for me to understand without having to stare at it for 20 minutes. Give me “reporting display for dummies” I will quite happily accept that. Like me, I’m sure you want to spend time understanding how your campaigns have performed not how to decipher that complicated pie chart. So, aim for a dashboard that gives you reports which are easy for “you” to understand so you can move on to more important tasks like implementing the campaign results on the business.
- Don’t Underestimate the Need for support – I love hassle-free, no commitment, off-the-shelf products as much as the next person. But at the same time, I don’t want to be running around trying to fix a program I don’t know the backend of, I’m no techy and I don’t claim to be. I prefer a product that’s backed by a good customer service team. It sounds simple but this is where you really need to do some homework before investing in a marketing dashboard. There’s no shame in asking for assistance, make sure your upper management understands that as well.
So, there you go…I’ve downloaded 9+ years of marketing wisdom to you. I bet you’ve some great tips yourself. Why don’t you share them with us?
Author: Amelia Dash
A bit about me. I’m the Marketing Technologist at MADTRIX. My background is in digital marketing and I’ve continued my passion by embarking my PhD thesis on online consumer psychology. Working in Australia, China and now Finland I’ve acquired a pool of knowledge about digital marketing.
If you want to speak directly to me, you can find me on LinkedIn