What a Marketing Dashboard Should Tell You

Several years ago there was a rush by marketing technology providers to own the “marketing dashboard” race. They all wanted to be the source of marketing technology, consolidating multiple services under one umbrella so that a marketer could theoretically look in one place to see everything he or she needed to know about the company’s performance.

That race is still ongoing, and a great blog on marketing technology is Scott Brinker’s Chief Marketing Technologist. If you’re interested in the topic, I recommend giving his content a read.

But back to the topic at hand, and that is the marketing dashboard. The concept is still an important one – as in marketers should have a high-level way of quickly taking the pulse of overall performance as it relates to their projects and priorities.

Whether this is a daily email that is generated automatically, a software or platform that updates in real-time and is accessible anywhere, or a report created by someone on the team on request, this kind of marketing dashboard is critical to success.

So what should a marketing dashboard tell you?

  1. Overall sales and revenue metrics – how many new customers? Total revenue? Average order value?
     
  2. ROI of major advertising campaigns – ad spend by channel/campaign? Total sales and revenue?
     
  3. High-level website KPIs – conversion rate? Conversion funnel visualization? Changes in traffic by source?
     
  4. Other secondary metrics – social media engagement? Reputation scores/avg review or rating? SEO/organic rankings? Customer service issues handled and outcomes?

A good marketing dashboard should answer two basic questions. First, how are we doing? Second, what do we need to focus on? You accomplish this by picking the right metrics and knowing where to dig in when performance falls off.

For more on marketing dashboards, this is a great resource.