Why marketers need dashboards

Webinar: Why Marketers Need Dashboards

1

Mychelle MollotChief Marketing Officer

Jonathan TaylorDigital Marketing Manager

WHYDashboards?

HOWwith Klipfolio

TOP 6Need-to-know

STARTEasy + fast

Covered in this slide deck

● Why do Marketers need Dashboards when the services they use have

reports?

● How does a Dashboard help marketers with a link to a dashboard demo

● Top 6 things Marketers should look for in a Dashboard solution

● How to get started on your Dashboarding journey today

Why do marketers need dashboards?

WHY

To answer a question all marketers have...

How are we doing?

in SEO?

And email

campaigns?

Advertising?

Social media?

Events?

Last month?

This month?

RIGHT NOW?

The answer to that question

usually comes from many

independent marketing

services.

And this is just a small sampling of

the services Marketers are using.

There are many, many more (as

you know).

And from spreadsheets, databases, email and other on premise data

sources.

Often the answers come from

multiple services and

databases at the same time.

How is our new

campaign impacting

sales today?

So how does a dashboard help?

HOW

A Dashboard answers the

“how are we doing?”

question regardless of where the

information is coming from.

It is the single place for all the key

metrics you want to track on a

regular basis

And it can answer it in the time-frame

you need:

every minute

every hour

every day

every week…..

Let’s see an example of a

Marketing Dashboard in action

Now you know why Marketers need

Dashboards, let’s look at what you

need to get from your dashboard

solution to be successful.

THINGS YOU NEED FROM

YOUR DASHBOARD

TOP 6

No IT.1

No IT.1

Look for a solution that doesn’t require IT for any aspect of your

Dashboarding journey:

● Access to the data,

● Creation of the dashboards,

● Administration of the dashboard (things like adding users), and

evolution of the dashboards.

IT can’t keep up with pace that marketers move. With new

campaigns and services constantly being added, you need to be in

control of your dashboarding journey.

Up-to-date data.2

Up-to-date data.2

Look for a solution that can be right-time, which might mean it

refreshes every minute or it might mean that it refreshes every hour

or day depending on your data and services. Seeing data refresh

when meaningful changes occur allows you to better optimize your

marketing performance. Doubling down on what is working and

aborting what isn’t or just tweaking to improve.

Mashups.3

Mashups.3

Look for a solution that allows you to combine, compare and

calculate with multiple data sources. Many solutions give you

widgets that only pull data from one data source, allowing you to

see data side by side, but your performance can’t be assessed in

silos. For example, when you launch a campaign you want to see

how you are doing across all your social media channels together in

the same visualization. You want to see how your social activity is

driving traffic to your website. This requires data mashups.

Math.4

Math.4

Look for a solution that supports functions and calculations. More

often than not, the metric you want to track doesn’t exist in the data

and you’ll need to derive it by using math. This functionality may be

used to do simple things like summing columns or to do more

complicated things like statistical calculations.

Some dashboarding solutions enable you to configure predefined

visualizations (usually called widgets) but don’t provide the

functions, calculations and an editor to enable you to build out the

visualizations and metrics that are unique to your business.

Interaction.5

Interaction.5

Look for a solution that enables you and your colleagues to interact in

multiple ways with the dashboard when you aren’t the dashboard

creator/editor.

To really explore your dashboard you will need interactivity like:

● Sorting, drilling down, annotating, user input controls, resizing and

moving visualizations, zooming on maps, ability to hide or show series in

in-series charts, print, share, and adding or remove visualizations.

Help when, and how

you need it.

6

Help when, and how you

need it.

6

Look for a solution that supports when, and how you want help. Many

vendors post little about their solution on the Web forcing you to contact

sales for even the most basic questions and when it comes to trying the

solution many force an on-site vendor lead installation.

Look for a vendor that has the information you need to evaluate and use their

solution - including pricing and contract terms - on their web site.

And look for a vendor that offers help from real people at all times -

regardless of whether you are a customer or not.

TOP 6Look for solutions:

1. that don’t require IT

2. that support real-time data

3. that support data mashups

4. that have functions and calculations

5. that support interactivity like filtering, grouping, sorting,

annotating, reconfiguring of the dashboards

6. from vendors that believe in complete transparency and that give

you access to real live humans...

See how you can get started today at

Klipfolio.com/marketingFor $20/user/month you won’t believe what you can build.

STARTEasy + fast

+ Affordable