Making most of marketing dashboards

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Making most of marketing dashboards

  1. 1. 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 reportsspeaks 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
  2. 2. 1 2 2 3 3 7 4 1 Deadly Hot Related Dashboard Dashboard Prediction Sins Trends © 2011 Stratigent, LLC. All rights reserved. | 31 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 © 2011 Stratigent, LLC. All rights reserved. | 4 © 2011 Stratigent, LLC. All rights reserved.    | 2
  3. 3. 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 Tableau – Good example © 2011 Stratigent, LLC. All rights reserved. | 51 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 Excel – Good example © 2011 Stratigent, LLC. All rights reserved. | 6 © 2011 Stratigent, LLC. All rights reserved.    | 3
  4. 4. 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 © 2011 Stratigent, LLC. All rights reserved. | 72 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 Excel – Good example © 2011 Stratigent, LLC. All rights reserved. | 8 © 2011 Stratigent, LLC. All rights reserved.    | 4
  5. 5. 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 © 2011 Stratigent, LLC. All rights reserved. | 94 Time-intensive to update It’s a marathon not a sprint Take advantage of g APIs Automate backend processes © 2011 Stratigent, LLC. All rights reserved. | 10 © 2011 Stratigent, LLC. All rights reserved.    | 5
  6. 6. 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 © 2011 Stratigent, LLC. All rights reserved. | 115 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 © 2011 Stratigent, LLC. All rights reserved. | 12 © 2011 Stratigent, LLC. All rights reserved.    | 6
  7. 7. 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 © 2011 Stratigent, LLC. All rights reserved. | 135 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 © 2011 Stratigent, LLC. All rights reserved. | 14 © 2011 Stratigent, LLC. All rights reserved.    | 7
  8. 8. 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 © 2011 Stratigent, LLC. All rights reserved. | 156 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 © 2011 Stratigent, LLC. All rights reserved. | 16 © 2011 Stratigent, LLC. All rights reserved.    | 8
  9. 9. 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 Excel – Good example © 2011 Stratigent, LLC. All rights reserved. | 177 Deadly Dashboard Sins1 Trying to make your dashboard multipurpose2 Displaying all data, no insights data3 Limited data sources to the web site only4 Time intensive to update5 Not providing context for the data6 Developing before designing7 Allowing KPIs to get “disembodied” © 2011 Stratigent, LLC. All rights reserved. | 18 © 2011 Stratigent, LLC. All rights reserved.    | 9
  10. 10. 1 2 2 3 7 4 1 Deadly Hot Related Dashboard Dashboard Prediction Sins Trends © 2011 Stratigent, LLC. All rights reserved. | 191 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 © 2011 Stratigent, LLC. All rights reserved. | 20 © 2011 Stratigent, LLC. All rights reserved.    | 10
  11. 11. 2 Mobile dashboards User interface optimized for the mobile experience Roambi © 2011 Stratigent, LLC. All rights reserved. | 213 Data automation Automation is more important than perfection “Widgetized” dashboards often limit design flexibility, but they can be rapidly deployed Geckoboard © 2011 Stratigent, LLC. All rights reserved. | 22 © 2011 Stratigent, LLC. All rights reserved.    | 11
  12. 12. 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. | 234 Hot Dashboard Trends1 Social KPI dashboards2 Mobile dashboards3 Data automation4 Focused Insights © 2011 Stratigent, LLC. All rights reserved. | 24 © 2011 Stratigent, LLC. All rights reserved.    | 12
  13. 13. 1 2 3 3 7 4 1 Deadly Hot Related Dashboard Dashboard Prediction Sins Trends © 2011 Stratigent, LLC. All rights reserved. | 25 Monthly reports will be influenced by dashboard best practicesLess is moreMore scrutiny on what is included means only only data that needs to y 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 dashboardsBalance of automation and insightLess time spent on copying and pasting means more timeto 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. © 2011 Stratigent, LLC. All rights reserved. | 26 © 2011 Stratigent, LLC. All rights reserved.    | 13
  14. 14. Registration FunnelCompletion rate beats benchmark by 15 points New Profiles: 222,222 STEP COMPLETIONS FALLOUT % Chg from prev: 13% 1: Enter Email 459 1b: Password (Conditional) 123The biggest opportunity forimprovement is with display 2: Contact Information 331 -28%ads and driving more trafficto 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 © 2011 Stratigent, LLC. All rights reserved. | 27Key Learnings: Email & FacebookSubscribers 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 RateEven if you don’t have Excellent 29%$1 million, you can still benefit Clickthrough Ratefrom associating with a cause © 2011 Stratigent, LLC. All rights reserved. | 28 © 2011 Stratigent, LLC. All rights reserved.    | 14
  15. 15. The quality of your reportsspeaks 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 Veesenmeyerjennifer@stratigent.com630.222.4319 @pimpyourreports linkedin.com/in/jenniferveesenmeyer j y © 2011 Stratigent, LLC. All rights reserved. | 30 © 2011 Stratigent, LLC. All rights reserved.    | 15

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