by: Colby West
Marketing in this day in age is more about gathering and analyzing data rather than just going with your gut instincts. But, as any marketing professional knows, the task of gathering and analyzing data can take a large chunk of time out of your daily schedule.
Don’t believe it? Think for a minute about all of the tools you currently work with in order to compile all of your marketing data. Need to crunch numbers in order to create a smart email drip campaign? You most likely use the help of a tool like Vertical Response or MailChimp. Interested in seeing how your paid search campaigns are performing and how much they are costing you? You’ll need to login to your Google Adwords, Bing Search, and Reach Local accounts. And what about all of the additional apps you use that help you track SMS, display advertising, SEO, social campaigns, etc?
You get the point.
Data analytics is vital to the success of your marketing campaigns, but you could spend the better portion of your day just logging in and out all of your different analytics accounts and trying to manually put reports together based on the numbers.
In order to avoid this conundrum, you need an integrated internet marketing dashboard tool like TapAnalytics. TapAnalytics allows you to connect all of your marketing analytics accounts and allows you to see the numbers in one convenient location–your dashboard.
However, it’s good to remember that having a digital marketing dashboard is only half of the time-saving battle. In order to really optimize your time and get the most out of your dashboard, you also need to get organized. Here are the top six ways to help you make your marketing dashboard great.
1. Identify what reports you need in order to make the story clear to everyone on your team
The fact of the matter is not everyone is a numbers person (like your Ops team), and numbers people aren’t often great storytellers (like your Marketing team). This means that even if you have all of the right apps integrated in your TapAnalytics account, if you don’t know what story you want to tell, and what numbers tell that story, your dashboard won’t do you much good. Before you tasks your Ops and Marketing teams with pulling data, creating reports, and telling the story, you have to work together to identify the specifics of exactly what you want them to tell you and what numbers will help tell the story.
The process may look like this: before organizing your dashboard, you should determine what it is you need your data to tell you, or, in other words, what types of reports you actually need. For example, you may decide you need the following reports each week:
Executive summary – The executive summary is a report every executive will need that should include key takeaways about sales, retention, churn, and engagement.
- Awareness report – The awareness report will tell your team things like how many impressions campaigns are getting, how much those impressions are costing, etc.
- Engagement report – The report about engagement will tell the story of social media shares, blog comments, spend per engagement, etc.
- ROI report – This report will tell you which campaigns are converting, how much each conversion costs, etc.
Once you know what type of reports you need in order to tell your story, it will be much easier to organize your marketing dashboard to do exactly what you need it to do.
2. Choose metrics that answer key business questions
Once you have the types of reports you need defined, you can start organizing your dashboard. There is a multitude of metrics you can gather to measure your campaign success, but thankfully, you only need to include the metrics that need to be included in the reports outlined above, and that answer driving business questions.
When choosing metrics, consider the following questions:
What metrics help your marketing team tell the story?
What are the objectives of your marketing and sales teams?
What metrics show progress toward fulfilling said objectives?
What metrics measure campaign success and failures?
How will this metric contribute to the reports?
Does the metric answer a core business question?
You have the ability to customize and organize your dashboard for optimal performance. Remember that every metric you include should contribute to the big picture view. As you continue to define your company goals, you will be able to fine-tune your marketing dashboard for reporting success.
3. Pull all of your data together by integrating all of your apps
In order to get the full picture of how your campaigns are performing, it’s important to be able to access all of your data. In order to do this, all you have to do is integrate all of your marketing services apps into your dashboard. While it may take some time to integrate your apps initially, it will save you an immeasurable amount of time in the future.
Instead of having to login to all of your different accounts (Google Adwords, Moz, etc.), you can pull all of your data into your dashboard with a one-time setup.
Not only will this act help you save time, but data blending will also help you get a more solid understanding of how your campaigns are actually performing. When you pull in your social data, mobile data, paid search data, and more, you get a 360 degree view of how your campaigns are performing, helping you create a more actionable marketing reporting tool.
4. Use visuals to increase understanding
One of the best features of a marketing reporting dashboard is that they are designed to be much easier to understand than, say, raw data from an Excel or CSV file. If you want everyone in your company to be able to quickly and easily understand the numbers, then you need to maximize the capacity of your TapAnalytics dashboard, and make it accessible to everyone. You can do this by using visuals.
The TapAnalytics dashboard helps you easily make different kinds of charts, graphs, and images out of your data, helping everyone on your team quickly process the data. The human brain is built to process information in chunks. In other words, it takes someone the same amount of time to process an image as it would a number or a word. This means images go much further in terms of offering comprehension than raw data does.
Need everyone to understand your data? Get visual.
5. Make sure your internet marketing dashboard Is interactive with live data
As mentioned before, one of the top benefits of a marketing dashboard is that it is accessible to everyone on your team and to your clients. With TapAnalytics, everyone can login to the dashboard at any time and see the live data. This capability is invaluable for a couple of reasons. First, you know that everyone in the company is getting the same information at the same time, which helps everyone make more informed decisions. Secondly, living and automated data cuts human error out of the equation.
Additionally, interactive dashboards, like TapAnalytics, give your team members the ability to filter views, adjust parameters, make calculations, and examine live data. This helps your team ask questions based on real numbers and turn those questions into actionable insights. This is one of the best ways to make sure your team is engaged in thoughtful problem solving and informed decision making processes.
Data analytics play a huge part in the success of companies today. Without analytics, it’s nearly impossible to know what your customers want, what they need, and what decisions you need to make in order to budget better, reach your customers and to grow your business.
While data analytics are key to the success of your company, having access to data is only part of the equation. It’s also vital to organize the data, access the data conveniently and easily, and to be able to see and quickly interpret the data.
At TapClicks, we work hard to make sure you have access to an intuitive digital marketing dashboard–a dashboard that helps you save time, visualize data, communicate with team members and clients alike, integrate data from other platforms for a 360 degree view, and that makes all of the necessary metrics for accurate reporting available to you.
For more information about how to improve your marketing dashboard or for questions about automating your marketing processes, contact us today. We look forward to helping you succeed.
Colby West is the President & Co-Founder of TapClicks
Connect with him here