Marketing Analytics and Dashboards Based on Your Business

Marketing makes a business viable. Without awareness, traffic, trust, and leads, you can’t make sales. And a lead coming to you is a way better lead than ones you have to go hunt for and hope to catch. The more you can improve your metrics on awareness, trust, traffic, leads, etc. the better your business will do.

Without the right data, presented in an easy-to-understand format, you can’t make the best decisions. How well do you know the answers to the following questions:

The Marketing Problem 

  • How well can you see each of your marketing channels?
  • What kind of traffic is each channel producing?
  • How many leads is each channel producing?
  • How many reviews do you have per channel and is that affecting lead quality?
  • How does each channel interact with each other to contribute to lead flow and sales?
  • Where should you allocate your budget to maximize leads while minimizing costs?
  • Are there areas that are underperforming that you need to be aware of? How do you bubble these up so they claim your attention when attention is needed?

The Marketing Fix

In order to help you drive leads and maximize your budget, you need the right dashboard. Like any good recipe, there are some ingredients and some steps that must be followed in order. They are
  1. Get the right data out of the systems you use. 
    1. Ensure it’s clean, it matches up, and is structured in a way to drive reporting.
    2. Ensure data is automated and refreshes on a schedule.
  2. Build an interactive report to answer business questions. Answer:
    1. What happened?
    2. Why did it happen?
    3. What are the trends? Has this been happening for a while, how positive or negative is the trend?
    4. Will this continue to happen?
    5. What do we do about it?
    6. What impacts will we it have if we take certain actions?
  3. Schedule report to update and send to you at the time you need it. 
    1. You are busy and you need insights where you already spend your day – email, Slack, or the main systems you work in all day long.
    2. Insights not delivered at the moment they are needed are not insights at all.
  4. Make decisions based on updated data. Model what-if scenarios.  
    1. Have peace of mind knowing you’ve made smarter decisions.

Secret Sauce: Each of our dashboards combines visual and written text to ensure you get to action quickly, instead of wasting time analyzing and interpreting information. 

Marketing Dashboards That Answer Your Business Questions: 

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Traffic & Leads Dashboard:

This dashboard answers questions like:

  • How many leads are we getting overall?
  • Which channels are leads coming from?
  • How are leads trending, segmented by channel?
  • What’s the traffic per channel?
  • What’s the conversion rate of traffic to leads by channel?

Marketing Funnel Analytics:

This dashboard answers questions like:

  • What’s the click-through rate for ads?
  • What percentage of page visitors download a lead magnet?
  • Of those who download the lead magnet, what percent convert to the next step in the funnel or convert to a demo?
  • Of demos conducted, what percent result in closed sales?
  • What’s the cost at each stage of the funnel?
  • Is the funnel math profitable? (i.e. does it cost us less to acquire traffic and leads than what we ultimately make from prospects who convert into paying customers?)
  • Which sections of the funnel need tweaking?
  • Where is information unclear or is the user experience poor?
  • Where do we need to focus efforts or make adjustments? What adjustments do we make?
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Marketing Budget Optimization Dashboard:

This dashboard answers questions like:

  • What is the cost per acquisition per channel?
  • Which channels result in the most revenue producing leads?
  • Which channels result in the most profitable leads?
  • What’s the optimal allocation of marketing spend to drive profitable leads and conversions while minimizing costs?

Marketing Attribution Dashboard:

This dashboard answers questions like:

  • How do various channels work together to build awareness, trust, and results?
  • Which channel gets the credit for producing a lead and how do we account for that? How do we track and account for the interaction of multiple touchpoints?
  • What does the typical customer journey look like from initial awareness to closed business look like?
  • Where do we commonly lose people in the journey and where do we need to tighten our efforts?
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SEO Dashboard:

This dashboard answers questions like:

  • How well do we rank in search engines? (Google, Bing, Yahoo, etc.)
  • How well do we rank in local search? (Google My Business, Yelp, etc.)
  • Which keywords do we rank for?
  • How well do those keywords drive targeted traffic who convert into leads?
  • Which keywords are not ranking well? Why are they not ranking well?
  • What factors are most impacting our SEO effectiveness?
  • What do we need to focus on to improve SEO and drive more traffic and leads?

Social Trust Dashboard:

This dashboard answers questions like:

  • How many online reviews do we have per channel?
  • How many reviews have we responded to?
  • When was the last review responded to?
  • When was the left review given?
  • On average, how many reviews do we receive per week per channel?
  • How well do we compare to competitors? (number of reviews, star ratings)
  • What are people saying about us?
  • Where do we need to focus to improve trust and increase reviews?
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You can choose to build any one of those or all of those. We can help you get the insights you need to fine tune your marketing engine into a well-oiled machine. If there’s something on here that you don’t see, let us know and we can help you figure it out. 

If you're ready to talk to us about building you some similar dashboards.

If you aren't quite sure yet, check out our guide to optimizing marketing. It's jam packed with ideas and tactics that you likely have never come across that will help you drive traffic, conversions, and leads. After all, once you've got the data, and you know where to focus, you've still got to take action. What actions are best to help move the needle? This guide has what you need.