Discover dashboards for marketing.

Dashboards are tools that make marketing management easier.

In the digital age, there is, increasingly, a need for marketing to be fully accountable for its actions and to demonstrate a decent return on investment. With the ability to know more about our customers than ever before, it’s easy for a marketer to become swamped in data, but just how can we make sense of all the data that’s available?

Benefits of dashboards

Dashboards are an essential tool for all digital marketers and can provide insights:

  • To gather and view the relevant information as quickly as possible so that you can address problem areas fast.
  • To understand what is and isn’t working in line with their overall digital strategy.
  • To demonstrate the contribution of the department to senior management or directors.
  • To identify what is important.
  • To see exactly what is happening and drill into a detailed area where necessary.
  • To see how their company is performing in terms of sales.
  • To understand how customers are reacting to marketing campaigns.
  • To provide data on whether their business is meeting targets.
  •  To measure against your Key Performance Indicators (KPIs) i.e. website traffic, social media analytics.

With digital marketing being activated across multiple channels, it’s important to be able to get the important detail in one place and instantly – to help you to react quickly and make quick decisions. As a result, which dashboards are best to use? Here are eight dashboard tools that make marketing easier.

 

Social media dashboard – Hootsuite

Besides managing the day to day, the Hootsuite dashboard provides the ability for social listening and also monitor the KPIs of followers, engagement and allows you to follow areas of interest.

 

Traffic and social dashboard – Google Analytics

Google Analytics at a basic level is free of charge. It is tailored and easy to understand dashboards can be set up within GA to monitor areas such as SEO, overall traffic and referrals.

 

Social media and email dashboard – Dasheroo

Dasheroo integrates your email platform and view all the key metrics in one place, from list growth to engagement. The Dasheroo dashboard is free. However, when broader detail in relation to your digital marketing strategy is required, then more general dashboards, linked to overall KPIs, are the way forward.

 

Social media dashboard – SocialRank

SocialRank is a handy tool that allows you to quickly organise all of your Twitter and Instagram followers. You can sort your followers into categories including Most Engaged, which shows followers that have mentioned, replied and retweeted you most; Best Followers, which lists those who have recently engaged with your company; Most Valuable, which highlights high profile followers, and Most Followed.

You can use various filters such as location and interest to find followers, and you can also discover who your competitors’ top followers are. This handy tool will change how you monitor and manage social media activity, quickly allowing you to see who to target.

 

Advertising dashboard – Google AdWords

Google Adwords allows you to see how your marketing and advertising campaigns are performing in near real-time, so you can instantly pinpoint which areas need improving. With the ability to find out your return on investment by comparing conversion values and costs, and the chance to compare your typed-in targets with your cost-per-conversion, this is a tool that every marketing team should have on their dashboard.

 

Full metrics dashboard – Geckoboard

From £25 per month, Geckoboard integrates your salesforce, Google Analytics, AdWords data and mroe It lists many optional integrations to ensure it’s the only dashboard needed. In fact, through the Geckboard dashboard, you can integrate over 60+ platforms, which ensures all your KPIs are covered, allowing you to see the general before drilling into the specific.

 

Full metrics dashboard – Cyfe

An alternative to Geckboard, Cyfe provides a similar service in terms of real time data covering your KPIs and all the integrations for effective single viewing and ultimately reporting. Cyfe has a free option with limited functionality (just two or three basic metrics) as a way to try and see if it works for you.

 

Full metrics dashboard – HubSpot’s Reporting Add-On

HubSpot’s Reporting Add-On tool allows you to create custom, integrated dashboards and share them at a frequency of your choice with just one click. Use one of their many curated templates to build a report, or start from the beginning and create your own.

Data is automatically collected from HubSpot Marketing, Hubspot CRM and any other integrated apps you may be using with HubSpot Connect. With options to entirely customise your dashboards according to your requirements, the Reporting Add-On is an essential marketing tool.

 

Looking ahead

Increasingly, importance is being stressed on looking forward, as opposed to the past and what’s happened. Consequently, the idea of predictive analytics linked to marketing dashboards is one to pay attention to. Instead of looking back at previous data and trying to form patterns or trends, the idea is to look at actions or behaviours that can be calculated mathematically to predict the probability of future behaviours.

 

What dashboards does your organisation use?

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