Marketing Dashboards
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Marketing Dashboards

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Creating a marketing dashboard for the purpose of presenting data in a manner that is easy to understand and act upon. Presented at an agencyside workshop in March 2010.

Creating a marketing dashboard for the purpose of presenting data in a manner that is easy to understand and act upon. Presented at an agencyside workshop in March 2010.

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Marketing Dashboards Marketing Dashboards Presentation Transcript

  • Dashboarding Chris Sietsema March 1, 2010
  • What We Will Discuss
    • Visual Design
    • Technology
    • Maintaining & Delivering Value
  • Why Use Dashboards?
    • Organize Important Information
      • … for speedy interpretation
    • Make Decisions Easier
    • Maintain / Increase Client Confidence
  • A Common Issue
    • Are you satisfied with your current approach to measurement?
    ISITE Design 2010 Web Strategy Report Survey of 268 Organizations
  • Not More Data. Rather, The Right Data.
  • Three Elements
    • Visual Display
  • Three Elements
    • 2. Single Page / Screen
  • Three Elements
    • 3. Most Important Info
  • Dashboards Can Also Be…
    • Bi-Directional
    • Alert Generating
    • Always On & Online
  • Common Problems
  • Too Much
  • Poor Display
  • Poor or Confusing Math
  • The Human Brain
  • Short Term Memory
    • One Screen, No Scrolling
    7 ± 2
  • Visual Encoding
    • FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF YEARS
  • Visual Encoding
    • HOW MANY
    • F ’S
  • Visual Encoding
    • F INISHED F ILES ARE THE RESULT O F YEARS O F SCIENTI F IC STUDY COMBINED WITH THE EXPERIENCE O F YEARS
  • Visual Encoding
  • Careful Balance Pretty INFORMATIVE
  • The Dashboard is a Utility , Not a Piece of A r t .
  • Placement & Orientation 1 . 2 ^ 2 3 1
  • Creating Your Dashboard
  • What’s the Goal?
    • Corporate
      • What is the business objective?
      • “ We Need to Accomplish X”
    • Personal
      • How is your primary contact measured?
      • “ If we do Y, I get a bonus!”
  • Beware of HiPPOs
    • “ Hi ghest P aid P erson’s O pinion”
    • Avinash Kaushik – Occam’s Razor
  • Select Metrics Carefully
    • Transactions
    Traffic Bounce Rate Clickthrough Rate Sentiment Revenue per Recipient AOV Sales Revenue Cost Per Lead Market Share Top 10 Products Most Productive Keywords
  • Focus on The Finish Line
  • Assign the Appropriate Display
  • Bar Graphs
    • Multiple measure comparison
    • Allows for clear visual comparison of data
    • Nominal, Ordinal & Interval comparisons
  • Bar Graphs
    • Stacked bars allow for contrast between parts of a whole
    • Requires less real estate than pie charts
    • Example above is an ordinal comparison
  • Line Graphs
    • Show historical data
    • Greater detail than bar graph for timelines
    • Displays movement of data
  • Bullet Graphs
    • Actual vs. Target Measurements
    • Key measures can be compared
    • Saves space while conveying the point
    • Many prefer to gauges
    • http://bit.ly/bulletgraph
  • Scatter Plots
    • Defines correlations between data sets
    • Helps answer the question, “is there a relationship between these values?”
  • Choose Your Tool
  • Tools
    • Google Analytics Custom Reports
  • Tools
    • Off the Shelf Tools
  • Tools
    • Off the Shelf Tools
  • Tools You don’t have to be a
  • Tools
    • Google Charts (requires developer)
  • Final Steps
    • Create
    • Maintain
    • Get Feedback
    • Continuously Improve
  • Questions?
    • Chris Sietsema
    • @sietsema
    • linkedin.com/in/sietsema
    • 480.389.5435
  • Slide-ography
    • 6 | Owl - EraPhernalia Vintage on flickr Creative Commons
    • 5 | Television – dailyinvention on flickr Creative Commons
    • 8 | Important Bench – Valerie Everett on flickr Creative Commons
    • 10 | Sample Dashboard from Information Dashboard Design by Stephen Few
    • 11 | Pm5d mixing board from Yamaha Audio
    • 12 | Crayon Drawing – mpclemens on flickr Creative Commons
    • 13 | Sequent calculus for classical linear logic on Wikimedia Commons
    • 14 | Brain – perpetualplum on flickr Creative Commons
    • 20 | Scale of Justice on Wikimedia Commons
    • 23 | VW Dashboard – jepoirrier on flickr Creative Commons
    • 25 | Hippo – Giles Douglas on flickr Creative Commons
    • 27 | Checkered Flag – tharrin on flickr Creative Commons
    • 34 | Tools – denise carbonell on flickr Creative Commons
    • 36 | Olympic Dashboard – iDashboards
    • 37 | Product Tour Dashboards – Tableau Software
    • 40 | Sample Dashboard from GilliganOnData.com