Making most of marketing dashboards

© 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?


4 Hot

Dashboard Trends

2

7 Deadly

Dashboard Sins

1

1Related

Prediction

32 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


SiteCatalyst – Good example










Tableau – Good example








© 2011 Stratigent, LLC. All rights reserved. | 6Excel – Good example










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



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


Social

Email

Call Center

Time-intensive to update

Take advantage of

It’s a marathon not a sprint4

gAPIs

Automate backend processes



Not providing context for the dataMake the data more meaningful by making comparisons

Historical trends

5

Rankings

Benchmarks

Size/Importance

Composition

Distribution


Distribution

Correlations

Chandoo.org – Good example


Historical trends

5

Rankings

Benchmarks

Size/Importance

Composition

Distribution


Chandoo.org

Distribution

Correlations



Historical trends

5

Rankings

Benchmarks

Size/Importance

Composition

Distribution


Chandoo.org

Distribution

Correlations


Historical trends

5

Rankings

Benchmarks

Size/Importance

Composition

Distribution


Distribution

Correlations

Chandoo.org



Historical trends

5

Rankings

Benchmarks

Size/Importance

Composition

Distribution


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


,solely on whether they fit in a predefined space

Datawatch – Bad design


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


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


6 Developing before designing

7 Allowing KPIs to get “disembodied”


4 Hot

Dashboard Trends

22

7 Deadly

DashboardSins

1

1Related

Prediction

32


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


focused and integrated with traditional web analytics data

Unilyzer


Mobile dashboardsUser interface optimized for the mobile experience

2


Roambi

Data automation

“Widgetized” dashboards often

Automation is more important than perfection3

limit design flexibility, but they can be rapidly deployed


Geckoboard


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



1Related

Prediction

3

4 Hot

Dashboard Trends

2

7 Deadly

DashboardSins

1 3


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


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.


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.


-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


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


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

[email protected]

630.222.4319

@pimpyourreports

linkedin.com/in/jenniferveesenmeyer


j y

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Making most of marketing dashboards