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.
"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."
"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."
"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."
"Holy S@%* this is awesome!” (upon logging into Lumenad for the first time.)"
"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."
"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."
"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."
"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."
Marketing Dashboard Platforms For Agencies
Why do you have a dashboard for your car? So you can see everything you need to see with a single glance.
Marketing dashboard platforms for agencies work the same way. A marketing agency dashboard needs to give a marketing agency information about all their clients and all their campaigns. If a strategy is tanking, they need to know. If one strategy is working much better than another, they need to know. When they need to monitor advertising spend and improve effectiveness, continually, the marketing dashboard becomes essential.
But it’s not that simple to create a marketing dashboard that gives marketers all they need.
Take a look at a small marketing agency. They may be bringing all their content into a Google Sheets document and then trying to make decisions from there. But that’s inherently flawed because the data has to be manually imported or even manually typed in. It’s very easy to get misled by data when it could be inaccurate.
But a larger enterprise might have their own, proprietary dashboard. They may have programmed it to collect data from the APIs such as the Facebook marketing API. Their dashboard will do everything they tell it to do, because they’ve programmed it themselves. At the same time, it’s likely to be very expensive. Every time they want to maintain it, they have to pay more to the developer. If they add a channel to their system, they may need to pay thousands of dollars to get it added to the product.
There’s a middle road path and it tends to be the best path: Getting a dashboard that’s already been designed. By using marketing dashboard platforms for agencies that have already been designed, an enterprise can take advantage of best-in-class solutions without having to create it on their own. One thing is certain, though. It’s absolutely essential that every marketing agency have a dashboard to refer to. Otherwise, it’s like driving a car without being able to see your speed or gas.
Digital Marketing Dashboard
What exactly does a digital marketing dashboard track?
All marketing reporting dashboards are going to be able to be customized to some extent. That’s because every company tracks different KPIs and metrics. KPIs (key performance indicators) are the metrics that most align with the organization’s goals. One company may be looking to collect email addresses. Another might be looking for website traffic. One might be looking for Facebook followers. Another might be looking for Twitter re-tweets.
So, a digital marketing dashboard has to be customized, because there are so many digital advertising KPIs out there. Without the right KPIs, you can’t appropriately target your advertising campaigns. A KPI might be very popular (such as traffic), but if that’s not what your campaign is going for, it’s going to mislead you into thinking that your campaign is either more or less effective than it is.
And a marketing agency may have different KPIs for different clients. A startup will need different KPIs from an established enterprise. Indeed, each strategy, campaign, or channel might have its own performance KPIs. This is why a digital marketing dashboard becomes so important. Otherwise, the marketer is going to have to track all these dramatically different aspects of a campaign on their own.
Marketing Dashboards Examples
What’s an example of a marketing agency client dashboard?
Probably one of the most popular marketing dashboards examples is HootSuite. HootSuite is a social media suite. On the dashboard, you can see multiple channels for multiple clients. You can schedule out posts on all these channels. And you can see how effective these channels have been. You can see who is liking or following your accounts. And you can see what an impact this is having on your other campaigns.
Another popular marketing dashboard is Google Analytics. On Google Analytics, you can see how many people are visiting your website and when. You can see their basic demographics. You can see which pages they’re visiting. And you can see whether they’re actually making a purchase.
Many eCommerce sites come with marketing dashboards. Shopify, Square, and Wix are all examples of eCommerce, managed websites that will have marketing data exposed in a dashboard system. But perhaps the most notable element is that all these only relate to some platforms, not all. Even HootSuite is primarily based around social media accounts, rather than email, websites, or other channels.
A dashboard doesn’t really fit into the category of marketing dashboard platforms for agencies unless it can consolidate all the information that a marketer needs. Therein lies the challenge.
Digital Marketing Reporting Tools
A majority of marketers are using Excel or Google Sheets as their digital marketing reporting tools. They pull data from something like Google Analytics or HootSuite, then they consolidate it into a single Excel file (or multiple files) for analysis. But that’s not a good idea. There are more robust marketing agency reporting tools out there. Something like Excel or Google Sheets is just intuitive and ubiquitous.
A core problem with using Excel or similar is that it doesn’t sanitize the data for you. While it brings in the data, it doesn’t ensure that the data is actually comparable. For instance, traffic reported on Google Analytics is inherently different from traffic reported on CloudFlare. Why? Because Google Analytics tracks visits, whereas CloudFlare also tracks whenever files are accessed (such as images on a page are downloaded).
Data has to be comparable in order to draw reasonable comparisons. Marketing dashboard platforms for agencies like Lumenad are able to do this by making sure that the data has been properly converted, so it can be properly compared.
Any manual process is very likely to be riddled with errors. This is why using Excel, PowerPoint, or other similar utilities is generally frowned upon. Instead, you need marketing tools that can automatically bring in the relevant data.
Digital Marketing KPI Dashboard
- Traffic. Raw traffic is generally a top of the funnel KPI, indicating how much reach and brand awareness you’re achieving.
- Engagement. On social media, engagement generally refers to things like likes, follows, and reacts. This indicates whether people are really looking at your content.
- Clicks. This is a middle of the funnel KPI, which generally involves someone taking the next step toward commitment, even if they don’t actually commit.
- Purchases. In digital marketing, this is generally the end goal: When someone actually purchases something, generally through an eCommerce portal.
- Responses. Another middle of the funnel KPI, organizers may be trying to acquire email addresses, follows, or anything else that can continue to build the customer relationship.
- ROI/ROAS. Return on Investment and Return on Advertising Spend KPIs are used to keep the marketing strategy and budget properly aligned.
But remember that these KPIs are also determined by ad channel. For instance, Facebook is the only place that you’ll find “event responses” as well as other KPIs. People can respond going, maybe, or not going to an event. That’s not something they can do on Twitter or LinkedIn.
Marketing Agency Report
Marketing agency reports need to be customized for each client. The marketing agency report of a startup will be very different from an established eCommerce store, as noted. SaaS companies and eCommerce companies will have vastly different metrics and KPIs. If your marketing reporting software can’t facilitate modified reports, it’s not going to be able to provide you with the right information.
Every company is unique and has different business goals. These business goals impact the organization’s journey and its data story.
One reason many marketers start using Excel is that they can modify the templates on a whim. But that’s not a good reason to be saddled with a solution that could introduce errors or miscalculations. The best marketing agency reporting solutions will provide you with templates that you can easily modify, too, so you can customize which KPIs are being tracked and which metrics are most important.
These reports can then be seamlessly pushed to the client so they have the information they need to make the right decisions.
What is advertising intelligence? Ad intelligence is a new, cutting-edge method of comparing data from different channels.
Your agency dashboard will highlight many channels. But it may not be highlighting the right things. An agency reporting software has to understand that the KPIs and metrics for each channel are unique. This is what Lumenad does when it consolidates data.
Facebook tracks impressions, whereas Instagram tracks likes. Twitter tracks re-tweets, which aren’t a thing on Instagram or Facebook. Essentially, you’re not always making an apples-to-apples comparison between different channels. You have to be able to isolate the areas in which the data aligns as well as determining the areas in which the data might diverge.
Impressions on Facebook may not be tracked the same as impressions on Google Ads or impressions on your website. Opens in email may be tracked entirely differently, too. If your agency dashboard can’t course-correct based on channel, you’re going to have the wrong information. You may assume, for instance, that Facebook isn’t yielding good results, simply because Google Ads shows more impressions. But Google Ads could have a different way of tracking impressions altogether.
Advertising Intelligence operates as an automated system which ensures that the data being compared is correct. And that’s absolutely critical when working with data that is going to impact the entirety of your marketing campaigns.