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© 2011 Stratigent, LLC. All rights reserved. | 1
Making the Most f M k i D hb dof Marketing Dashboards
October 20, 2011
1771 W Diehl Rd, Ste 330Naperville, IL 60563www.stratigent.com
The quality of your reports
speaks directly to your credibilityspeaks directly to your credibility
as an analyst.
Wh t d tWhat do your reports
say about you?
© 2011 Stratigent, LLC. All rights reserved. | 2
4 Hot
Dashboard Trends
2
7 Deadly
Dashboard Sins
1
1Related
Prediction
32 3
© 2011 Stratigent, LLC. All rights reserved. | 3
Trying to make your dashboard multipurpose
Good dashboards canMonitor performance
A jack of all trades is usually a master of none1
- Monitor performance
- Facilitate analysis
- Communicate insight
But one dashboard can’t do all three well
© 2011 Stratigent, LLC. All rights reserved. | 4
SiteCatalyst – Good example
© 2011 Stratigent, LLC. All rights reserved. | 3
Trying to make your dashboard multipurpose
Good dashboards canMonitor performance
A jack of all trades is usually a master of none1
- Monitor performance
- Facilitate analysis
- Communicate insight
But one dashboard can’t do all three well
© 2011 Stratigent, LLC. All rights reserved. | 5
Tableau – Good example
Trying to make your dashboard multipurpose
Good dashboards canMonitor performance
A jack of all trades is usually a master of none1
- Monitor performance
- Facilitate analysis
- Communicate insight
But one dashboard can’t do all three well
© 2011 Stratigent, LLC. All rights reserved. | 6Excel – Good example
© 2011 Stratigent, LLC. All rights reserved. | 4
Trying to make your dashboard multipurpose
Good dashboards canMonitor performance
A jack of all trades is usually a master of none1
- Monitor performance
- Facilitate analysis
- Communicate insight
But one dashboard can’t do all three well
© 2011 Stratigent, LLC. All rights reserved. | 7
Displaying all data, no insights
Provide Insight, not Narration- Trends
Numbers don’t speak for themselves2
Trends
- Anomalies
- Relationships
- Implications
Be concise. Let the visualizations and text work together
© 2011 Stratigent, LLC. All rights reserved. | 8Excel – Good example
© 2011 Stratigent, LLC. All rights reserved. | 5
Limiting data sources to web site only
Website- Web analytics
If your business is multichannel, your dashboard should be too3
Web analytics
- Survey tool
Offline sales
Display Media
Paid Search
© 2011 Stratigent, LLC. All rights reserved. | 9
Social
Call Center
Time-intensive to update
Take advantage of
It’s a marathon not a sprint4
gAPIs
Automate backend processes
© 2011 Stratigent, LLC. All rights reserved. | 10
© 2011 Stratigent, LLC. All rights reserved. | 6
Not providing context for the dataMake the data more meaningful by making comparisons
Historical trends
5
Rankings
Benchmarks
Size/Importance
Composition
Distribution
© 2011 Stratigent, LLC. All rights reserved. | 11
Distribution
Correlations
Chandoo.org – Good example
Not providing context for the dataMake the data more meaningful by making comparisons
Historical trends
5
Rankings
Benchmarks
Size/Importance
Composition
Distribution
© 2011 Stratigent, LLC. All rights reserved. | 12
Chandoo.org
Distribution
Correlations
© 2011 Stratigent, LLC. All rights reserved. | 7
Not providing context for the dataMake the data more meaningful by making comparisons
Historical trends
5
Rankings
Benchmarks
Size/Importance
Composition
Distribution
© 2011 Stratigent, LLC. All rights reserved. | 13
Chandoo.org
Distribution
Correlations
Not providing context for the dataMake the data more meaningful by making comparisons
Historical trends
5
Rankings
Benchmarks
Size/Importance
Composition
Distribution
© 2011 Stratigent, LLC. All rights reserved. | 14
Distribution
Correlations
Chandoo.org
© 2011 Stratigent, LLC. All rights reserved. | 8
Not providing context for the dataMake the data more meaningful by making comparisons
Historical trends
5
Rankings
Benchmarks
Size/Importance
Composition
Distribution
© 2011 Stratigent, LLC. All rights reserved. | 15
Distribution
Correlations
Chandoo.org
Developing before designing
Have a focal point
Think before you act6
Text needs to be big enough to be legible or don’t bother including it
Select visualizations based on their effectiveness, not
© 2011 Stratigent, LLC. All rights reserved. | 16
,solely on whether they fit in a predefined space
Datawatch – Bad design
© 2011 Stratigent, LLC. All rights reserved. | 9
Allowing KPIs to get “disembodied”
A clear objective is a constant
KPIs should be directly tied to objectives7
reminder of why your dashboard users should care
…Especially if your KPIs are limited
© 2011 Stratigent, LLC. All rights reserved. | 17Excel – Good example
1 Trying to make your dashboard multipurpose
2 Displaying all data no insights
7 Deadly Dashboard Sins
2 Displaying all data, no insights
3 Limited data sources to the web site only
4 Time intensive to update
5 Not providing context for the data
© 2011 Stratigent, LLC. All rights reserved. | 18
6 Developing before designing
7 Allowing KPIs to get “disembodied”
© 2011 Stratigent, LLC. All rights reserved. | 10
4 Hot
Dashboard Trends
22
7 Deadly
DashboardSins
1
1Related
Prediction
32
© 2011 Stratigent, LLC. All rights reserved. | 19
Social KPI dashboards
Social APIs have made social
(Which is different than social monitoring dashboards)1
dashboards common place
From an analytics perspective, social is more compelling when it is KPI focused and
© 2011 Stratigent, LLC. All rights reserved. | 20
focused and integrated with traditional web analytics data
Unilyzer
© 2011 Stratigent, LLC. All rights reserved. | 11
Mobile dashboardsUser interface optimized for the mobile experience
2
© 2011 Stratigent, LLC. All rights reserved. | 21
Roambi
Data automation
“Widgetized” dashboards often
Automation is more important than perfection3
limit design flexibility, but they can be rapidly deployed
© 2011 Stratigent, LLC. All rights reserved. | 22
Geckoboard
© 2011 Stratigent, LLC. All rights reserved. | 12
Focused Insights
The data becomes meaningful with good visualizations,
All the benefits of a KPI dashboard, but more focus4
gcontext, focus and insights – all in a single view
BUT, they are designed to answer a single question
© 2011 Stratigent, LLC. All rights reserved. | 23Excel wireframe
1 Social KPI dashboards
2 Mobile dashboards
4 Hot Dashboard Trends
2 Mobile dashboards
3 Data automation
4 Focused Insights
© 2011 Stratigent, LLC. All rights reserved. | 24
© 2011 Stratigent, LLC. All rights reserved. | 13
1Related
Prediction
3
4 Hot
Dashboard Trends
2
7 Deadly
DashboardSins
1 3
© 2011 Stratigent, LLC. All rights reserved. | 25
Monthly reports will be influenced by dashboard best practices
Less is moreMore scrutiny on what is included means only only data that needs toy y ybe analyzed gets included.
Visual overviewThe importance of getting a high level overview all on one page/screenmeans that the reports will incorporate their own dashboards
Balance of automation and insightLess time spent on copying and pasting means more time
© 2011 Stratigent, LLC. All rights reserved. | 26
Less time spent on copying and pasting means more time to do analysis and add useful insight.
New definition of “Executive Roll-up”More emphasis on insight means that the executive roll-ups will focusmore on visual insights than on data roll-ups.
© 2011 Stratigent, LLC. All rights reserved. | 14
Registration FunnelCompletion rate beats benchmark by 15 points
1: Enter Email 459
STEP COMPLETIONS FALLOUTNew Profiles: 222,222
% Chg from prev: 13%
-28%
-26%
-15%
1: Enter Email
1b: Password (Conditional)
2: Contact Information
3: Profile
4: 10 Questions
5: Upload Images
459
123
331
244
208
177
The biggest opportunity for improvement is with display ads and driving more traffic to the registration funnel.
© 2011 Stratigent, LLC. All rights reserved. | 27
-24%
-25%
6: Review My Profile
7: Thanks
158
118
Conversion Rate (All Visits) .03%
Completion Rate (Funnel Only) 26%
BENCHMARKS BASED ON 2010 ACME PORTFOLIO AVE FOR REGISTRATION FUNNELS
Key Learnings: Email & FacebookSubscribers need a compelling reason to Like your Facebook page
“Join the conversation”
“Help us” spread
Dismal .04%
“Find out more…$1 million give away”
p pthe message
© 2011 Stratigent, LLC. All rights reserved. | 28
Clickthrough Rate
RECOMMENDATION: Even if you don’t have $1 million, you can still benefit from associating with a cause
Excellent 29% Clickthrough Rate
Good 3% Clickthrough Rate
© 2011 Stratigent, LLC. All rights reserved. | 15
The quality of your reports
speaks directly to your credibility
as an analyst.
How are you going to change your y g g g y
dashboards so they reflect the
caliber of analyst that you are?
Jennifer Veesenmeyer
jennifer@stratigent.com
630.222.4319
@pimpyourreports
linkedin.com/in/jenniferveesenmeyer
© 2011 Stratigent, LLC. All rights reserved. | 30
j y
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