Making most of marketing dashboards

Making the Most
of Marketing Dashboards
f M k i D hb d
October 20, 2011

1771 W Diehl Rd, Ste 330
Naperville, IL 60563
www.stratigent.com

The quality of your reports
speaks directly to your credibility
as an analyst.

What d
Wh t do your reports
t
say about you?

© 2011 Stratigent, LLC. All rights reserved. | 1

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7 4
1
Deadly Hot
Related
Dashboard Dashboard
Prediction
Sins Trends


1 Trying to make your dashboard multipurpose
A jack of all trades is usually a master of none

 Good dashboards can
- Monitor performance
- Facilitate analysis
- Communicate insight

 But one dashboard
can’t do all three well

SiteCatalyst – Good example






Tableau – Good example





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






2 Displaying all data, no insights
Numbers don’t speak for themselves

 Provide Insight, not Narration
- Trends
- Anomalies
- Relationships
- Implications

 Be concise. Let the visualizations
and text work together



3 Limiting data sources to web site only
If your business is multichannel, your dashboard should be too

 Website
- Web analytics
- Survey tool

 Offline sales

 Display Media

 Paid Search

 Social

 Email

 Call Center


4 Time-intensive to update
It’s a marathon not a sprint

 Take
advantage of
g
APIs

 Automate
backend
processes



5 Not providing context for the data
Make the data more meaningful by making comparisons

 Historical trends

 Rankings

 Benchmarks

 Size/Importance

 Composition

 Distribution

 Correlations

Chandoo.org – Good example



 Rankings

 Benchmarks

 Size/Importance

 Composition

 Distribution

 Correlations

Chandoo.org




 Rankings

 Benchmarks

 Size/Importance

 Composition

 Distribution

 Correlations

Chandoo.org



 Rankings

 Benchmarks

 Size/Importance

 Composition

 Distribution

 Correlations

Chandoo.org




 Rankings

 Benchmarks

 Size/Importance

 Composition

 Distribution

 Correlations

Chandoo.org

6 Developing before designing
Think before you act

 Have a focal point

 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


7 Allowing KPIs to get “disembodied”
KPIs should be directly tied to objectives

 A clear objective is
a constant
reminder of why
your dashboard
users should care

…Especially if your
KPIs are limited


7 Deadly Dashboard Sins


2 Displaying all data, no insights
data

3 Limited data sources to the web site only

4 Time intensive to update


6 Developing before designing

7 Allowing KPIs to get “disembodied”



1 2
2 3
7 4
1
Deadly Hot
Related
Dashboard Dashboard
Prediction
Sins Trends


1 Social KPI dashboards
(Which is different than social monitoring dashboards)

 Social APIs have
made social
dashboards
common place

 From an analytics
perspective, social
is more compelling
when it is KPI
focused and
integrated with
traditional web
analytics data

Unilyzer



2 Mobile dashboards
User interface optimized for the mobile experience

Roambi


3 Data automation
Automation is more important than perfection

 “Widgetized”
dashboards often
limit design
flexibility, but they
can be rapidly
deployed

Geckoboard



4 Focused Insights
All the benefits of a KPI dashboard, but more focus

 The data becomes meaningful
with good visualizations,
g
context, focus and insights – all
in a single view

 BUT, they are designed to
answer a single question

Excel wireframe © 2011 Stratigent, LLC. All rights reserved. | 23

4 Hot Dashboard Trends

1 Social KPI dashboards

2 Mobile dashboards

3 Data automation

4 Focused Insights



1 2 3
3

7 4
1
Deadly Hot
Related
Dashboard Dashboard
Prediction
Sins Trends


Monthly reports will be influenced
by dashboard best practices

Less is more
More scrutiny on what is included means only only data that needs to
y y y
be analyzed gets included.

Visual overview
The importance of getting a high level overview all on one page/screen
means that the reports will incorporate their own dashboards

Balance of automation and insight
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 focus
more on visual insights than on data roll-ups.



Registration Funnel
Completion rate beats benchmark by 15 points

New Profiles: 222,222 STEP COMPLETIONS FALLOUT
% Chg from prev: 13%
1: Enter Email 459

1b: Password (Conditional) 123
The biggest opportunity for
improvement is with display 2: Contact Information 331 -28%
ads and driving more traffic
to the registration funnel. 3: Profile 244 -26%

4: 10 Questions 208 -15%

5: Upload Images 177

6: Review My Profile 158 -24%

7: Thanks 118 -25%

Conversion Rate (All Visits) .03% 

Completion Rate (Funnel Only) 26% 
BENCHMARKS BASED ON 2010 ACME PORTFOLIO AVE FOR REGISTRATION FUNNELS


Key Learnings: Email & Facebook
Subscribers need a compelling reason to Like your Facebook page

“Join the conversation”

“Help us” spread
p p
the message “Find out more…
$1 million give away”

Dismal .04%
Clickthrough Rate

Good 3%
RECOMMENDATION: Clickthrough Rate
Even if you don’t have Excellent 29%
$1 million, you can still benefit Clickthrough Rate
from associating with a cause


The quality of your reports
speaks directly to your credibility
as an analyst.

How are you g g to change your
y going 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
j y



Making most of marketing dashboards

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