DIGITAL MARKETING

What is a marketing dashboard, and why should you use one?

WRITTEN BY JACK BARRON | DECEMBER 12, 2020 | 5 MIN

Data is arguably one of the most important currencies in any aspect of business – any improvements your business can make in the way it processes, analyses, and shares data is therefore a net benefit.

Finding an easy way to collate, organise, and analyse the data you collect and use can be difficult, however. This is where a marketing dashboard can be implemented, to make each step in that process easier and more accessible for every part of your business.

What is a marketing dashboard?

A marketing dashboard is a dedicated application, platform, or piece of software that is designed to collate your KPIs (Key Performance Indicators) and other essential metrics in one place.

They draw that data from a variety of sources, in many cases external as well as internal. Generally, data displayed can be viewed 24/7 and in real-time, allowing the ability to establish real-time reporting. This negates the need to wait for end-of-month departmental reports.

What are the benefits of dashboards?

Dashboards have many key benefits to consider, hence their increasing popularity and growing role in business development decisions.

1. Dashboards can be customised

Software and applications vary, but a key element of most is a degree of customisation to both the user interface and the relevant metrics being displayed. This allows you to tailor your workflow and identify only the key metrics you need at any given moment and collate them all on a single display. This means that whether you’re analysing general business data yourself or you’re having a meeting with an individual department, you can always have the right data on show.

2. Easily track performance results

The real-time nature of the data generation and display makes it much easier for you to see the results of your efforts. This can range from anything from the engagement received on a new format social media post, to tracking the traffic to your website as a result of an individual marketing campaign going live. You can determine the KPIs and metrics that you want to see and track them easily, but you can also get an overhead view of your business performance too.

3. Ensure consistent departmental data-sharing

A key challenge for improving internal workflow is ensuring that everyone has access to the same data at the same time. This can apply whether it’s communication within a department, or when multiple departments are collaborating on the same project. A marketing dashboard will allow you to do just that, however, as it allows for easy company-wide delivery of data. Teams in different departments can have eyes on the exact same data at the same time, improving the efficiency and accuracy of the workflow.

4. The capacity to make more informed decisions

Any business decision is only as good as the data that was used to inform it. A marketing dashboard will allow you access to a more varied and comprehensive pool of data streams, which is going to pay dividends in the quality of your decision making. It streamlines the decision-making process and provides you with the peace of mind that comes from knowing you have used accurate and recent metrics to inform it, rather than using a monthly report with potentially out of date data.

Does your business need a marketing dashboard?

It would be hard say your business NEEDS one, but we’d certainly say it would massively benefit from having one. No matter whether your business is big or small, whether you have multiple departments and teams or you are a sole trader, a marketing dashboard gives you a clear and concise way to collate your essential business data.

Data is one of your most valuable commodities, and a properly implemented dashboard will see considerable improvements in the way you engage with and utilise it. A marketing dashboard can greatly improve your workflow and decision making. Not only that, it keeps everyone accountable and track – ever more important if you have third party marketing providers or members of the team remote working.

Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. His experience working in the fast-moving events industry from a young age, along with a strong drive and discipline fostered by his time on the front line, all contribute to the work ethic and values of the company.

Further Reading