4 Tableau Dashboards To Use For Marketing Analytics

4 Tableau Dashboards To Use For Marketing Analytics

Marketers today have a hard job- not only do they have to look at data from different sources, but also do that for each step of the marketing funnel. A typical day in a marketer’s job might involve looking at Salesforce for lead attribution, pulling up some Excel sheets to fill in data gaps, and using Google Analytics for website analysis. 

Combining traditional marketing efforts with digital marketing tactics is the new normal. This doesn’t include making campaigns, raising brand awareness through webinars, lead pages and so much more!


This is where Tableau comes in. Let’s look at how it can aid in key marketing stages.


Key Stages In The Marketing Funnel

  • Awareness
  • Consideration
  • Conversion
  • Retention



Often, important metrics are stored in different areas which makes streamlining hard. Wouldn’t having Google Analytics and Adwords in the same spot make for deeper analysis of what makes campaigns successful? Figuring out attribution would be a whole lot easier if data analytics was simpler- and Tableau helps with that. 

What is Tableau? Tableau is a data visualization software that makes it easy to siphon data from different sources and create rich, interactive dashboards. An example of just how detailed and intricate the software can get is below. It enables anyone to create high level views as well as very detailed views- more than enough for analysis.

Image result for tableau picture free

One important problem that digital marketers run across though is how to use Tableau. There’s so many ways Tableau can be used that can be confusing for a beginner. This is why showing what data can be combined at what stage of the marketing funnel can prove invaluable. Here’s 4 dashboards that show exactly how Tableau can be used to make better decisions at every stage of digital marketing using data analytics. Shown below is how those stages interact with each other. 

 1. Brand Awareness

 The first step of the marketing funnel is brand awareness- how are you going to gain interest on your website or bring leads to your company? Here’s how brand awareness data is used to make concrete business decisions.

Marketing Campaign Activity Calendar: Webinars, tradeshows and collaborating with partners is a cornerstone of any company’s marketing efforts. This calendar has that information neatly organized, date by date.  A really cool feature in Tableau is the ability to use maps, since the emphasis on the “visualization” part of data visualization is taken pretty seriously. This means another way for upper management to understand what the marketing department is up to and no longer being restricted to just graphs and quantitative data.

Blog Performance Dashboard: Page Views: Before marketers are able to sell products and courses, having an online audience is necessary…this is where online efforts like blogs come in. Unlike Google Analytics where the type of data and charts viewable is restricted, Tableau can be customized to your own company’s needs. For example, notice how in this dashboard the company has a target of 900M views and a bar chart to show progress thus far as well as a percentage. This is the type of customization you can’t find in one size fits all software.


2. Consideration and Conversion 

 So now you’ve spent money on your marketing efforts and are past the brand awareness stage. Congratulations! Maybe that means you’ve hired content writers to create viral articles, or showed up to every industry trade show. This is where Tableau’s job switches from brand awareness analysis into analyzing the leads that have come in for the Consideration and Conversion stage of the marketing funnel. 

Marketing Analytics

Marketing Leaderboard: Leads are so important in marketing- not just for making sales, but tracking a company’s progress. This leaderboard puts leads onto a line graph and separates leads created, primed and qualified. Tableau can also combine data from different sources- whether your business requires Salesforce, Excel sheets, or a bit of both, we’re able to blend your data and look at it as one source. The real beauty of Tableau is the ability to gather data from different places and put it together as if was meant to be in the first place.


The real beauty of Tableau is the ability to gather data & put it together as if was meant to be in the first place. 


 Digital Marketing Performance Dashboard: We saved the best for last, and this dashboard is sure to make marketers drool. Could you imagine all your traditional and web marketing analysis in one place? Whether the source is direct media, paid search, paid social, or programmatic, this is the dashboard that has all campaign efforts . Data is filtered by years, quarters, months and days. Lots of options! The fact that Tableau is able to go from an eagle’s point of view to day by day data analysis for all its marketing efforts is what makes it so valuable to not only marketers but upper management and shareholders as well.

There you have it! At this point you’ve seen just how many types of data are combined with Tableau. Once data is in one place, all marketers is a refresh to see new numbers come in. No more combing through folders of Excel and different windows for Salesforce, Google Adwords, etc. Everything is in one place for easy analysis.

This is the solution that PenPath, our marketing intelligence agency is offering to medium sized businesses. If you’re a marketer that feels Google Analytics just isn’t cutting it anymore , give us a call. We’d be more than happy to figure out a custom solution that’s more suited to your company’s needs. 



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Rucha Shukla

Rucha Shukla is an avid analyst who loves using data to answer big questions in business. You can tweet her @ruchashu.