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.
"I think you’d be hard pressed to find a single strategy or goal where you don’t need a multi-touch experience. We want to be in all the places that our customer could be. Lumenad helps us organize and standardize that data so we can evaluate it."
"Normally, when my boss asks me how much we’ve spent in ads this month, I start to sweat a little bit. This morning I was able to on-the-fly pull up my dashboard and quickly give him the number he needed. It was super awesome."
"That very first interaction sold me. With my data organized in an intelligent way, I could see very clearly what action I needed to take, and it didn’t take me drilling deep into reports to find it."
"Thanks to Lumenad, it's made collaboration with my team faster and more effective, and it's reduced the number of hours I need to spend on different platforms to get the data I need."
"The Lumenad software is allowing us to scale our business. We are on a growth trajectory, and we are confident to onboard new business because of Lumenad."
"By using Lumenad, our team spent 50-70% less time on reporting, we were able to use that time to further enrich the campaigns and drive performance for our clients."
"Lumenad allows me to be platform agnostic. By moving between DSPs I can drive the best performance possible for my clients, and the data flows seamlessly into Lumenad without interruption."
"Holy S@%* this is awesome!” (upon logging into Lumenad for the first time.)"
Digital Marketing Reporting Dashboard
A digital marketing dashboard is a consolidated, all-in-one screen that tells you how well your marketing is performing. Today, a digital marketing reporting dashboard is likely to consolidate multiple marketing channels, giving you key insights into how well your marketing is performing, your marketing ROI/ROAS, and your core demographics. A digital marketing dashboard may show you:
- Your current performance in addition to your month-over-month and/or year-over-year performance, which tells you whether you are performing better or worse than prior periods.
- Your core demographics, relative to those who are interacting with your brand as well as committing to your brand — giving you more of an insight into your audiences.
- Your best channels, including the channels that are performing the best for you now and the channels that have performed the best for you over time.
In short, your digital marketing dashboard should be giving you the information you need to make important decisions right away. More importantly, it tells you what you need to know more information about. For instance, you might see that your Twitter stats are down 20%. That tells you that you need to look into it and find out why. You might see that you have a strong decline in individuals from 25 to 35 committing to your product. The dashboard can present you the “what” but not the “why”; you will need to dig deeper to see why these individuals are no longer purchasing.
Digital marketers today may deal with a single, consolidated digital marketing dashboard like Lumenad, or they may need to work with dozens of dashboards for multiple systems. In general, it’s always best for marketers to have a single system or as few systems as possible — this allows for deeper, more actionable insights, as all the data will be analyzed together rather than separately.
What Is A Marketing Dashboard?
Let’s take a look at marketing dashboard examples.
First, let’s look at Google’s Analytics. Google Analytics’ dashboard covers how many clicks a marketing campaign has had, how much this has cost and the core demographics of those who have clicked. Google Analytics is a fairly simple, streamlined service, but it’s also one of the most widely used and most well-known. Google Analytics only provides information about Google’s paid advertising, so it has some limited value. But it can give a lot of answers to those who want to know what a marketing dashboard is and why it’s so useful.
In Google Analytics, many campaigns can be run, and individuals can see which campaigns were most successful. Campaigns can be clicked on to see more information about customer demographics and customer activities. This is one of the cleanest and simplest digital marketing dashboard examples.
But there are more comprehensive ones, too. On the dashboard of Lumenad, you might see multiple campaigns and multiple channels. You may be able to see that certain channels are performing better than others and, when clicking on those ads, you may see which demographics those are performing better with. In essence, a marketing dashboard provides all the key information about the marketing that is going on in that platform. From there, it’s up to you to dig deeper and find out what that information really means.
Different marketing dashboards may have different layers of usability, different metrics tracked, and differing degrees of accuracy. There are hundreds upon hundreds of marketing dashboards out there. Some of them are for single systems; Buffer, for instance, focuses on Twitter. Some of them are more comprehensive; an all-in-one ads platform will endeavor to collect information from multiple platforms rather than a single one.
Digital Marketing Dashboard Template
One excellent feature of most digital marketing dashboards is that they can usually be customized on a per-user basis. Marketers can decide what they want their digital marketing dashboard template to include. They can also decide which key metrics their marketing dashboard template will follow.
The right marketing KPIs generally vary depending on company, industry, and channel. For social media, marketing KPI examples could include follows, likes, and shares. For emails, marketing KPI examples could include opens, clicks, subscribes, and unsubscribes.
Regardless, a good marketing solution will follow this template to provide the information that the marketer needs. Depending on the marketer’s strategy, a dashboard might focus more on one channel over another, or on different metrics for each channel. Marketers can find templates for dashboards in many ads systems. And there are even Excel sheets and spreadsheets that can be downloaded by marketers where KPIs can be manually entered or copied in.
Ultimately, the goal of a dashboard is to give the marketer all the information they need. It is up to the marketer to determine what information they need and what information they want to be analyzed. Today, surprisingly effective and efficient solutions such as machine-learning intelligence are being used to assess things such as core demographics and key performance indicators. With the right technology, marketers and companies are able to get substantial insight into their core demographics and the behavior of their demographics.
But it all starts with tracking everything through either a digital marketing dashboard template or a software solution that is targeted specifically toward digital marketing reports.
Best Marketing Dashboards
What are some of the best marketing dashboards out there? If you want to learn more about marketing dashboards, one of the best ways is to look at different types of marketing dashboards. The best marketing dashboard software might not really be comparable because it may not be an apples-to-apples comparison. While there are certain features that every dashboard solution should have (such as customization and metrics), there are also different types that measure different things.
Here are some examples of the best marketing dashboard software:
- Lumenad. Lumenad provides all-in-one deployment to multiple advertising channels as well as the ability to analyze these channels on a single screen. Through Lumenad, organizations are able to better fine-tune their marketing campaigns across multiple channels.
- HubSpot’s Marketing Analysis. HubSpot is known to be a leader within the digital marketing space. HubSpot’s Marketing Analysis system includes a number of inbound marketing features, including blogging, landing pages, emails, marketing automation, lead management, and — of course — analytics.
- DataHero. A marketing analysis and KPI software solution, DataHero is targeted toward marketers who are working with clients to determine the best marketing solutions for them. DataHero allows marketers to easily share information with sales teams and clients.
- Salesforce. One of the most well-known sales solutions, Salesforce does provide all-in-one dashboard solutions for their metrics — although their metrics are more tilted toward direct-selling than inbound marketing.
- Funnel.io. Funnel concentrates on bringing in data from multiple sources so it can be consolidated for analysis. Marketers don’t need to know any coding, they just need to know which metrics need to be brought in from where and the types of data analysis they want to be performed.
The best marketing dashboards often come hand-in-hand with other solutions, such as the ability to manage, deploy, and monitor ads across multiple channels. Most dashboard solutions aren’t just dashboards, but rather the dashboard functionality comes along with other administrative tools.
Free Marketing Dashboard
What if an organization wants a free marketing dashboard? There are free marketing dashboards out there, such as Google Analytics. But a marketing dashboard template free will be, by necessity, fairly limited in functionality. Additionally, there likely won’t be any tech support; the marketer will be on their own.
When looking for a free marketing dashboard, a marketer can go with solutions such as Google Analytics, HubSpot, HootSuite, or Buffer. These are marketing dashboards that either work with multiple channels or single channels but nevertheless yield actionable insights about key metrics.
On the other hand, a marketer can also go “old school” and use spreadsheets. If the marketer already has the data they need from the sources they need it from, they can download a free marketing dashboard template Excel. From there, they only need to plug in the numbers to see the analysis made.
There are many free solutions out there. But most of them are going to take a significant amount of work to tailor them to an organization. Often, companies are better off either hiring someone to create a solution for them or using an all-in-one dashboard system that still exists. Marketing data is incredibly important to the continued success of an organization, and it is one area in which companies don’t want to cut corners.
A marketing campaign is only as good as its data. With a marketing dashboard, whether free or paid, marketers are able to skim through more data faster. A marketing dashboard gives a marketer all the information that they need at-a-glance so they can make the appropriate decisions for their advertising campaign. Today, marketing dashboards are becoming exponentially more complex as newer channels are added and marketing becomes steadily more diverse.