Marketing Dashboards

10,103
-1

Published on

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.

Published in: Business, Technology
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
10,103
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
194
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Marketing Dashboards

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

    Clipping is a handy way to collect important slides you want to go back to later.

×