Marketing teams have limited time. They need automated reporting and well-designed dashboards to quickly analyze their data.
So how do you visualize all your marketing and sales data? What do the best marketing dashboards have in common?
In this article, we are going to showcase what we feel are the best marketing dashboard examples and how they are used.
A marketing dashboard will visualize relevant information and trends about key performance indicators (KPIs) and leading indicators of success a team is trying to measure.
The current leaders in data visualization are Tableau, Looker, and Google Data Studio. The purpose of a marketing dashboard is to provide all the information needed to measure how well a marketing initiative performed.
The Marketing Performance Dashboard focuses on which marketing initiatives and strategies are driving leads or sales. A marketing performance dashboard should showcase the overall impact marketing has had on sales. Marketing teams should understand what metrics are performing for each part of the sales funnel.
The Digital Marketing Dashboard allows you to monitor all the online marketing activity that is taking place in real-time. When you are operating across a number of different channels, it is important to know which digital efforts your leads or sales are coming from.
This is very similar to the overall marketing performance dashboard but this may not include offline marketing activities.
The SEO Analytics Dashboard allows you to view your SEO performance through a variety of different metrics. SEO is one of the most important activities that marketing teams carry out, and so it is essential to monitor how well it is working.
The SEO dashboard will let you see which pages are performing well for which keywords, and which keywords work best for converting. It will also show you which areas of a site may need more attention.
Google Analytics, Google Search Console, and Bing Webmaster Tools are popular tools used to provide the data a dashboard like this would use.
A proper SEO dashboard will provide essential metrics used when implementing and monitoring search engine ranking performance. These valuable measurements include SERP impressions, individual query performance, and search engine ranking. There are of course many more metrics you could use, so having a flexible solution like PenPath to integrate and showcase the metrics you need is vital.
An effective ecommerce marketing dashboard for Direct to Consumer (DTC) brands provides helpful insights as to how an online store is performing and why. It will provide and elaborate on average order value, revenue, total transactions, and conversion rate. It might also be useful to track abandoned carts, repeat customers, and refunds with an ecommerce marketing dashboard.
It is important to track KPIs when you are dealing with an ecommerce site and a KPI dashboard makes it easy for you to do this. PenPath’s ecommerce dashboards go above and beyond this. They incorporate customer behavior and segmentation from tools that are common in this area: Adobe Analytics and Google Analytics. You’ll find PenPath makes use of a number of other common platforms for their cross-platform insights: Shopify, Amazon, eBay, and Big Commerce.
Web Analytics Dashboards are all about acquisition, behavior, and conversion. They can tell you about metrics such as traffic, pages viewed, and conversions in real-time. They can also expand into content performance.
Be careful though, as selecting multiple Web Analytics Dashboards is necessary for highlighting measurable categories but the risk of clutter is high. It is common to get overwhelmed by the overabundance of features in a tool like Google Analytics or Adobe Analytics. The solution is a filter. PenPath helps provide superior filtering and segmentation of the traffic, page views, and conversion data. The absence of interference enables quicker and more powerful analysis.
Social Media Dashboards are some of the most advanced dashboards that PenPath offers. They can help you spot the correlation between social media activity and site engagement.
Two types of social media dashboards are Organic Social Media Dashboards and Paid Social Dashboards. Both have similar insights and aggregations.
Paid Social Dashboards show such insightful KPI as total advertising spend across social platforms like LinkedIn, Facebook, Instagram, Snapchat, and TikTok.
Organic Social Media Dashboards tend to be very valuable because they only include the metrics a marketing professional would care about. Such dashboards can be aggregated across all social networks and replicated by each social network in a more usable and less bloated format.
PenPath offers a variety of services in this respect. Social Media Dashboards can pull comment data, store fleeting data to better see performance over time, do overall sentiment analysis for more advanced analytics aggregated metrics, such as total follower growth, total impressions, and total engagements. Content evaluation is available to see what kind of content performs well, such as comparing a video’s performance to images.
Social media marketing is one of the most important aspects of an online campaign, so being able to assess the effectiveness of these marketing efforts is very useful.
These dashboards integrate popular paid search platforms. You might have heard of the two most common ones: Bing and Google Ads.
PenPath recommends using these dashboards to keep track of impressions, campaign performance, targeting performance, and ad performance of specific ads.
Once these have been set and tracked, users should examine the dashboard to calculate the ROI and further understand investments, whether they be Bing, Google, or another option.
Email marketing is important since it has such an impact on last touch conversions. Sending a campaign using popular tools like MailChimp, Klaviyo, or Active Campaign is a great way to engage and manage your email list.
A proper Email Marketing Dashboard template can better segment performance by campaign and show what the actual ROI is from email since it can blend revenue with email data.
A CMO Marketing Dashboard offers a high-level view of your marketing efforts. Instead of offering granular campaign performance insights, it offers a broad look at the overall strategy and explains what trends are at work over long periods of time. This is usually year over year instead of month to month. It could also include overall demographics and customer segmentation performance.
The main benefit of this executive dashboard is that it helps present the results of marketing initiatives if the marketing team needs to present progress to the CEO or other leaders.
An enterprise business dashboard has unique value in that it integrates multiple business units or brands into one location. These could be larger rollups of data and insights of a company.
Look for marketing dashboard examples that let you filter by business unit or brand so that you can give the top-level decision-makers and C-suite members of your organization an accurate pulse on the overall status of the company. Upon further examination into a brand or business unit, a user will find the benefits to be the same as the other non-enterprise dashboards.
A Marketing Command Center can let you see all your KPIs at any given time, avoiding the necessity of constantly switching between different platforms and doing manual calculations. It also provides an easy way to filter between vital metrics while quickly being able to segment your data further.
Marketers will also use a command center to see benchmarks across metrics they consistently measure so they can better understand dips and peaks in real-time.
These dashboards typically include both sales and marketing-level insights that provide a holistic perspective on the company’s performance.
If a content marketing company can exhibit adept use of the command center as well as other types of dashboards, it can be an influential selling point when attracting data-driven team members.
