16th December 2020
The exponential increase in tracking capabilities and reporting solutions over recent years means that marketers have access to more information about users than ever before.
Data collection, analysis and reporting on how users interact with digital properties and products presents a growing challenge for most marketing teams. While platforms like Google Analytics, Adobe Analytics and Salesforce, to name a few, provide reporting dashboards and the ability to segment and customise your audience reports, often the data included isn’t easy to filter and is split over several data sources.
Enter Google Data Studio, Microsoft Power BI and Tableau. These platforms provide the ability for marketers to incorporate various feeds into a single dashboard, with almost limitless customisation options so you can choose exactly what data you want to monitor, based on business requirements, and how you want depicted.
Some of the reasons for creating customised dashboards include;
- They provide access to all of your data sources in one place.
- They’re easy to access via a simple URL – you don’t need to log in or download any software.
- They make your data easy to understand.
- They’re automatically refreshed - so they’re always up to date.
- They’re interactive – you can select filters for specific time frames, devices and other criteria of your choosing.
Customised dashboards allow businesses to measure everything from site speed to paid search activity, technical performance and user experience. You can monitor both quantitative and qualitative data and get insights about almost any KPI like,
- business performance,
- commercial performance,
- website engagement,
- customer progression through sales funnels,
- special promotion results and
- interactions and comments from feedback forms.
The only drawback is that the software packages used to create these bespoke dashboards are specialised tools that are best placed in the hands of professionals – so most businesses would need to hire an external provider (like ORM) to specify and build the dashboards on their behalf. But savvy business owners recognise that the cost of creating customised dashboards can be more than recuperated if the data they present is used effectively.
The value behind gathering and displaying data in a customised dashboard is to highlight important information and take action based on what you’ve learnt. This is how customised dashboards not only pay for themselves but provide a return on investment – by providing instant insights about your specific KPIs and how they relate to key business activities - so that you can take the relevant actions to make sure that your PPC campaign generates results, that your website converts sales and that your customer experience is excellent.
Here are our three top tips to ensuring that your dashboards deliver a ROI:
1. Know your audience
Design your dashboard to include only useful information for the audience at hand. Avoid creating a dashboard that includes anything and everything for everyone. The sales product owner will want to look at different metrics than the social media manager.
2. Less is more (simplicity is key)
Don't clutter your dashboards with hundreds of widgets. This makes understanding your insights increasingly complex which is the complete opposite of what a dashboard is designed for. Use menus and filters to sort out your data sets to your advantage.
3. KPIs, KPIs, KPIs
Only include data that will help answer your business objectives. Each graph or card should represent a KPI that will answer any dire question. For example, are my total sales down from last week? A summary card including the total number of sales and the weekly difference should be enough to suffice.
Get in touch with ORM for more advice and information about creating bespoke dashboards for your business needs.