Marketing dashboards are at once a source of frustration and salvation for brands and agencies. Marketers rely on dashboards for daily intelligence on campaign performance, but can find offloading the data of a dashboard into monthly reports a struggle. That’s not the only barrier preventing effective reporting.
Marketers also can struggle to develop a presentation format for their report that communicates a story with the data.
By aligning marketing reporting content with marketing performance context, marketers can create dashboards and presentations that meaningfully connect with stakeholders. The classic metaphor of the marketing funnel can provide this context.
Here are five marketing dashboard examples that relate to the typical Awareness, Consideration, and Decision stages of the marketing funnel.
Measuring The Marketing Funnel
Because of its simple design and functionality as a strategic framework, the Marketing Funnel is one of most enduring metaphors in business culture.
Buyers on a path to purchase your product or service travel through three stages along that journey: Awareness of your brand; Consideration of your brand; and then finally the Decision to purchase.
While a customer’s actual path to purchase a brand may be more circuitous, and attribution models for measuring marketing success more complex, the funnel helps simplify strategy and can bring context to reports.
Marketing Dashboard Example for Awareness Level Campaigns
A marketing dashboard that’s built to report on campaigns operating on the Awareness level of the marketing funnel will contain top-level metrics demonstrating reach and engagement.
While there’s always room to customize metrics, the goal of measuring Awareness with a dashboard is to quantify audience size, total reach, impact and engagement, and how the brand is perceived.
Since most brands maintain a presence, engage with their audiences, and advertise on social media, a marketing dashboard that quickly summarizes activity and action on social media is a perfect way to measure and report on effectiveness at the Awareness level.
In this social media marketing dashboard example, it’s easy to gain a picture of the overall performance and effectiveness of this brand’s efforts on Facebook. Baselines are established, benchmarks and trendlines noted, and the data is packaged in a presentation format that helps stakeholders understand how their brand is operating at the Awareness level, on social media.
Marketing Dashboard Examples for Consideration Level Campaigns
A marketing dashboard that reports on the Consideration level of the marketing funnel, will contain more granular information than top-funnel metrics, drawing attention toward conversion and performance on search engines.
Most consumers turn to search engines for information and guidance on decisions about products and services, that’s why being able to report on your brand’s marketing performance on search is so important to measuring the Consideration stage.
Looking for measurable proof that prospects are moving toward the Consideration part of your funnel, this Google Search and Maps marketing dashboard example, charts Search Views against Map Views, and compares direct and indirect queries, which gives a glimpse into Brand and Category performance.
Knowing that stakeholders and marketers alike both prefer metrics that show conversions and actions, this Customer Action marketing dashboard visualizes call volumes, call types, and more activity that help contextualize marketing efforts with measurable outputs.
Marketing Dashboard Examples of Decision Level Campaigns
Moving to the final stage of the marketing funnel, a marketing dashboard concerned with measuring and reporting on Decision level campaigns will contain very specific conversion data and insights into ad performance.
Marketers using most digital advertising platforms will be familiar with the metrics required to prove conversions, but it’s the way in which this data is packaged that will impact its effectiveness. In the above marketing dashboard example, the data required is provided and the baselines and impacts are easy to understand.
In this marketing dashboard example, ad campaign data is placed alongside web analytics and Salesforce data, providing a robust view on marketing metrics. Also, to capture a more holistic view of actual results, this dashboard breaks out campaign performance data by channels and compares it to generated revenue.
Marketing Dashboards Improve Reporting
Getting your hands on the “right kind” of dashboard isn’t the final destination with marketing performance reporting. By planning reports against the framework of the typical three-stage marketing funnel, marketers can gather the data on a dashboard into packaged reports that illustrate performance across the full spectrum of marketing activities and actions.