Marketing lies at the intersection of art and science. Even the most powerful marketing campaigns have little value if you can’t measure their impact. Data are the driving scientific force of marketing, and as digital marketing becomes increasingly robust, so do the data that measure and drive it.
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Today’s Sales & Marketing Daily Advisor Tip:

4 Analytics Dashboards to Measure Marketing Activities

by Maddy Osman

Topic: Analytics

Marketing lies at the intersection of art and science. Even the most powerful marketing campaigns have little value if you can’t measure their impact. Data are the driving scientific force of marketing, and as digital marketing becomes increasingly robust, so do the data that measure and drive it.

Modern marketers rely on data analytics to measure how successful they are in reaching their target audience. To analyze this massive amount of data, it is not uncommon for marketers to use various tools to track data metrics and key performance indicators (KPIs). However, these tools are a financial investment and often don’t offer much insight if marketers don’t fully know how to interpret the data.

Marketing dashboards are reporting tools used to render artful displays of marketing analytics, metrics, and KPI in one location. These data monsters report back a variety of KPIs, including:

  • Revenues
  • Conversion rates
  • Geographic data
  • Demographics
  • Social media stats
  • Content engagement

Analytics dashboards allow marketers to continuously monitor performance as data update in real time. These real-time updates allow for immediate corrections and incremental improvements that can have a powerful impact over time.


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There are two major types of data dashboards:

Standard Business Intelligence (BI)

The BI dashboard is dedicated to business intelligence and draws data from various sources, including social media statistics, marketing automation platforms, Adwords accounts, and more. The dashboard then aggregates the data into one dashboard to provide a comprehensive overview.

Marketing Automation (MA) Platforms

MA platforms can provide more precise and granular data analysis; however, they require a higher level of critical thinking in order to piece together all of the data. The major downside of MA platforms is the cost. Spending on data analytics is said to increase by 83% in the next 3 years, yet only 23% of companies have strategies to convert analytics into actions.

Here are 4 of the best solutions when it comes to marketing dashboards:

Simple BI Dashboards

Cyfe
Cyfe is a Web-based, stand-alone business dashboard that integrates the numerous marketing channels, including social media, sales, finance, and Web analytics, to name a few. The dashboard is free to use with up to five different data sources but also offers a premium version at $14 per month (paid annually) for businesses in need of more intensive data needs. This dashboard is used by AT&T, Whole Foods, ABC, Vodafone, and Marriott.

Some of Cyfe’s most unique features include:

  • TV mode for larger view
  • Cohort displays for customer retention and tracking
  • Prebuilt widgets for third-party integrations that include Mailchimp, Google Adwords, Facebook, and over 60 other popular services

Geckoboard
Similar to Cyfe, Geckoboard is a cloud-based app that aggregates and pulls data together, allowing marketers to see them in real time. The platform includes more than 60 third-party integrations, including Mailchimp, Buffer, and Salesforce. The platform is straightforward and easy to understand. However, it can take a bit longer to set up and can’t show data from multiple sources in one display. If your small business needs more features, this platform can get rather expensive.

This dashboard is used by multiple, well-known companies, including Airbnb, Slack, Netflix, and Hootsuite.


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Advanced Marketing Automation Dashboards

For midsize to larger businesses that need to see correlation of data from different sources, dashboards with more advanced reporting features may be necessary.

Klipfolio
Klipfolio is a cloud-based app that allows you to build and share real-time business dashboards on mobile, TV, and Web browsers. Its advanced features allow you to monitor and analyze almost any data metric you may need, including data from old school data sources such as Excel® and CSV files. However, due to its relatively advanced features, Klipfolio has a rather steep learning curve. To blend sources and create visuals, a great deal of coding is needed, so this dashboard is geared more towards developers.

Tableau
Tableau is a data visualization tool for midsize to large companies and allows anyone to analyze data regardless of role or industry. The intuitive interface means no widgets or templates are needed in order to get started. Tableau is best for exploratory analysis and could be used as a single tool to connect and visualize and analyze. Additionally, Tableau has connectors to multiple common databases, including Microsoft® SQL Server, MySQL, Teradata, and Oracle.

With Tableau comes a learning curve, as well as a financial investment.

When it comes to selecting a data dashboard that is right for your company, it is important to analyze the features of each dashboard and understand what functionalities your company will utilize. By conducting comprehensive market research before making your decision, you can get a dashboard that moves your company forward.

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