Do You Need a Digital Marketing Dashboard?

How dashboards enable cross-channel campaign analysis

Data Standardization Worksheet

This worksheet begins with the standardization of your performance data. We’ll walk you through how to combine these mismatched data sets in a step-by-step process so that every metric is speaking the same, common language. With all of your data standardized, it’s easier to locate the strengths of each platform and hone in on ways to optimize campaign performance.

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Digital Marketing Dashboard

Where do you go when you need to see everything about your current digital marketing campaigns? Modern digital marketers may find themselves bouncing between five, six, or even a dozen suites to get their marketing and analytic data. Social media platforms, Google Analytics, internal customer relationship management suites — all of these may be used together to analyze and adjust a digital marketing campaign.

But this is a cumbersome, distracting, and ineffective solution. Marketers can benefit from using a comprehensive digital marketing dashboard focused on the specific program they are running. For instance, a dashboard that provides key analytics for all paid digital advertising. Through a digital marketing dashboard, a marketer can see the performance of all their campaigns, and track their key performance metrics across multiple channels.

The modern marketer is managing more channels than ever before. Emails, physical mailers, TV commercials, YouTube commercials, Instagram, Facebook, Google Ads, Bing Ads — the list of campaigns is endless. Without the ability to consolidate this information, it can be very difficult for marketers to actually determine which strategies are working for them and which are not.

Marketing performance dashboards ensure that there’s visibility into how programs and campaigns are performing. They illuminate interactions between different marketing campaigns and channels. Ultimately, they improve marketing ROI, make it easier to make decisions, and create a more effective revenue-generating strategy.

But that also requires that a marketer find an all-in-one consolidated digital marketing solution. There are multiple on the market, but not all of them will be able to bring in all the data that the marketer needs, nor will all of them work nicely with the marketer’s current key metrics or marketing strategies.

Marketers have to be willing to explore new technology, consolidate their data, and improve their analytics — otherwise, they won’t be able to improve their advertising campaigns.

Marketing Dashboard Examples

Not only are most marketers well aware of what a marketing dashboard is, but they’re using too many of them. One of the most popular digital marketing dashboard examples is Google Analytics. A free service for webmasters and advertisers, Google Analytics shows in-depth traffic and SEO information for websites.

Let’s take a look at how various digital advertising marketing dashboards work as an example.

On the Google Analytics platform, you can see where traffic is coming from on your website. You can also see what demographics that traffic is from. So, if you’re running a campaign to build traffic on your website, Google Analytics is fantastic; it shows you all the key metrics you need.

But Google Analytics won’t tell you how your Facebook campaign is working or how your email newsletters are working; it’s only built around traffic. If you tie your Google Analytics to your AdWords or AdSense account, you’ll get more information about paid advertising — but that still won’t provide you with any off-platform information.

Facebook provides a complete business manager for Facebook and Instagram. But like the Google Analytics dashboard example, it’s not going to show you information relative to anything but Facebook and Instagram. If you’re running simultaneous campaigns on Facebook and your website, you may not be able to see how these campaigns are interacting with each other.

The answer, of course, is consolidation. By bringing in information from Facebook, Instagram, and your website, you would be able to compare this information and determine how your advertising campaigns are working. You would be able to compare different advertising campaigns and you would be able to identify how they interact with each other. It would be much easier to see the “big picture” rather than the small one.

Altogether, it’s absolutely critical that you consolidate and analyze your information — otherwise, it becomes impossible to make significant decisions about your advertising.

Marketing KPIs

Key Performance Indicators — they’re everything to a marketer.

Marketing KPIs are key metrics that you use to determine the success of your marketing campaigns. But if you’ve looked up a marketing KPI template, you may have discovered that it’s very hard to find metrics that matter.

Metrics are extremely industry-specific and company-specific. Your company might be looking for raw traffic, purchases, social media engagement, or something different altogether. Companies need to put a lot of thought into the KPIs that are most important to them. A generic standard isn’t going to help.

Because companies have unique strategies and goals, it’s equally important that a digital marketing dashboard track KPIs and allow marketers to set their own unique KPIs. Companies are going to need to experiment regarding which KPIs are ideal for them. The KPIs that the company starts out with isn’t necessarily the KPIs that it’s going to finish with, especially as strategies grow and evolve.

Still, a marketing KPI template can be a good place for an organization to start. Once an organization has a marketing dashboard system, the organization can start with a marketing KPI template that is built for its industry. From there, the company can start to adjust based on the nuances of its strategy.

Companies can track a multitude of KPIs or just the ones that matter most to them. What’s most important is that the KPIs tracked give the organization actionable, decision-making information. The information has to tell the organization whether the company is moving in the right direction or not, as well as how close it is to its goals. This is what informs marketing spending — and it’s the only way to determine whether the company is on the right track.

And different teams may also track different KPIs. From sales to marketing, there are KPIs that impact new strategies and there are KPIs that do not. Having a flexible digital marketing dashboard solution is essential for organizations that want to remain in top-down control over their marketing strategies.

Marketing Dashboard Software

What kind of marketing dashboard tools are out there? What kind of software is on the market — and how is it being used?

First, it’s important to understand that some marketing dashboard tools are platform-specific. They are only used for a specific marketing channel. There’s marketing dashboard software that will consolidate multiple social media channels, but they won’t connect to a website. There are marketing dashboard software solutions that will connect to websites only, but they won’t connect to social media.

But there are also consolidated solutions that can make it easier for organizations to manage all their marketing channels.

How can an organization actually optimize and analyze all their marketing? Usually, the best way to do so is through a service that not only consolidates but also analyzes all the company’s marketing data. Advertising Intelligence is a key marketing technology that can be used to consolidate paid ad campaign data and help marketers collect and analyze their strategies.

For many companies, it’s not a problem of having the data there. The organization is collecting all the data, but the data is siloed in specific platforms. It’s very difficult for marketers to figure out what’s going on with inter-related marketing strategies, because the data has to be manually consolidated, whether it’s through Excel or another database solution.

But with a platform such as Lumenad, companies are able to explore their data in aggregate. This makes for better-informed decision-making and better spending decisions. Because there are so many digital marketing dashboard solutions, it’s important for an organization to remain critical about the solution that it decides to use. Many of them may not have the features or functionality that the organization needs, may not integrate with the platforms the organization uses, or may not track the appropriate metrics. Marketers should have a clear idea of what they need from their marketing dashboard solutions before they start to invest.

How To Create A Marketing Dashboard

Every company is going to approach how to create a marketing dashboard a little differently. Some may try to create a digital marketing dashboard Excel sheet and bring all their information in manually. Others may have comprehensive reports made every week or every month, with manual analysis and consolidation. All of this is time-consuming and error-prone.

Organizations looking for an automated way of collecting, analyzing, and reporting on paid advertising data might consider a solution like Lumenad, an all-in-one marketing dashboard that can collect data from multiple sources. With Advertising Intelligence, this data can be mined and analyzed for unique and critical marketing insights.

Many companies can collect data. But Lumenad is able to truly analyze this data, depending on what data the organization wants to focus on, and which KPIs the organization wants to track. With a single dashboard, marketers can see exactly where their paid ad strategies are going, how they’re performing, and where they should be spending their marketing dollars.

Consolidated marketing dashboard solutions like Lumenad are essential to fine-tuning and improving marketing and advertising strategies. Without a marketing dashboard, it’s not only easy to lose track of performance — it’s easy to lose track of marketing spend. Lumenad is a comprehensive advertising strategy solution that does far more than just consolidate information.

If you’re interested in improving upon your digital marketing data, if you’re interested in data consolidation, and if you want best-in-class Advertising Intelligence, the time to take a look at Lumenad is now.