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Get more from your data with marketing dashboarding and data visualisation

In today’s competitive online and offline advertising landscape, analytics is essential for understanding how customers interact with your campaigns and various customer touch points. But raw data can often be overwhelming and difficult to interpret. Data visualisation provides a significantly higher level of understanding compared to traditional spreadsheets or reports, making them invaluable for executives who need immediate insight into their business performance and operations.

Why marketing dashboarding is crucial for success

In the past, marketers compiled reports from each advertising channel on Excel spreadsheets, which got messy, time-consuming and of course, left plenty of room for error. By the time the spreadsheet was complete, new data had already become available. Instead, interactive marketing dashboards have replaced this outdated method of data analysis, enabling you to see an overview of your various campaigns and KPIs in one place and in real-time.

There are plenty of advantages to using a marketing dashboard in conjunction with data visualisation techniques:

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Clearer Insights Than Raw Data Analysis

Dashboards and data visualisations can help to identify trends and patterns that wouldn’t be immediately obvious from looking at raw data sets at a glance. Data visualisation tools make it easier to process information and discover trends and root causes by enabling you to quickly filter and aggregate data in more meaningful ways. This can give you valuable insight into what’s working well and where improvements need to be made, with the agility to respond quickly to optimise campaigns.
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Cross-Channel Tracking
Marketing dashboards enable your team to track paid advertising across multiple channels. It is likely you run paid ads on social media, search engines and through programmatic advertising platforms like a DSP and have a single dashboard for each channel. This makes it hard to see the big picture. A marketing dashboard opens up cross-channel tracking by extracting and aggregating data from several reports and generating key insights in one place.
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Improved Transparency
Finally, using a marketing dashboard can help to improve communication and transparency between team members by providing a centralised place for all the relevant data. This makes it easy for everyone to access the information they need and ensures that everyone is working with the same up-to-date data.

The most successful marketing dashboards are often the simplest.

Components of a marketing dashboard & data visualisation tools

The most successful marketing dashboards are often the simplest. They keep things to the point and don’t overload you with superfluous data. However, there is no one-size-fits-all solution. What is important to measure when it comes to marketing should be decided based on your company’s objectives.

1. Key Performance Indicators (KPIs)

A good dashboard should contain the most important KPIs that you’re tracking. Examples include sales, email sign-ups, number of leads generated and conversion rates. This helps you quickly gauge your progress towards set objectives and stay on top of your performance indicators.

2. Metrics / Analytics

These are data points which allow marketers to compare and measure their results over time – such as cost per lead, customer acquisition cost and website engagement data. Metrics like these help you gain insight into your campaigns’ effectiveness so you can make adjustments if needed.

3. Reports / Data Visualisations:

This aspect of the marketing dashboard will typically include charts, graphs or tables which help make the data more digestible and easier to understand at a glance. Having these visual aids in place allows for better insights into trends taking place across different areas of the business, such as marketing campaigns and product sales performance etc.

4. 360-Degree View

The importance of using different sources of online and offline data cannot be understated. By having a 360º view of your data, you can gain invaluable insights into your business operations. Online data sources such as impressions and costs from social media and PPC campaigns can give you a detailed picture of the effectiveness of your marketing efforts, while offline data sources like sales and brand awareness can provide valuable insights into your overall business performance. By integrating both types of data, you can get a complete picture of your business and make informed decisions that will help you improve your bottom line.

How to organize your dashboard

It is equally important to organise your dashboard in such a way that it adds value otherwise, you won’t use it to its full potential. To do this, your dashboard should be:

  Easily accessible

  Show data in order of significance with the most important KPIs/metrics at the top

  No more than 10 visuals to avoid cluttering the dashboard

  Use visually-appealing colours that won’t aggravate eyes (e.g. avoid high-contrasting colours like red and black)

  Be void of any unnecessary design elements

  Invite sharing and collaboration

Types of visualization for your dashboard

On the topic of visuals, you need to decide what type of data visualisation you would like to utilise. Your options are:

To show continuous data, such as your ad spend over time, you can use line graphs

Use bar graphs when comparing distinctly different categories of data such as conversion rates from each paid ad channel

For an overview of the contribution of various categories to the whole, such as the percentage of traffic that came from each of your paid channels, use pie charts

When you want to highlight the various stages of the customer journey or your sales funnel, you can use funnel charts

To aid you in making the most of your data, there are a number of data visualisation tools we regularly use when building dashboards. These include Looker, PowerBi, Tableau and Datorama.

Why choose Indaru to build your marketing dashboard?

We have extensive experience in building customised marketing dashboards for a variety of different business sizes and industries, so we know how to tailor them to your specific needs..

We use the latest data visualisation tools and best practices to ensure that your dashboard is both accurate and visually appealing. Our team of experts can help you to interpret your data and make better decisions about your marketing strategy going forward