In the first part of our blog post on the ins and outs of marketing dashboards, we looked at the tools and challenges of data.
Now we look at the last mile. Read on.
5. Focus on Dashboard Integration
Integrating the data from different sources is essential to your marketing analytics dashboard.
For example, you'll want to import your customer data from an e-commerce company and then create a segmentation model that everyone on your team can use. To do this, you need to connect each source of customer data with each other: the common denominator between them should be a standard interface.
6. Avoid Data Loss
Data loss can happen in several different ways. First, it's possible that the data you're using to create your dashboard is not reliable or accurate. For example, if a division sends you some bad data and then asks for an update on their website performance, this could lead to a lot of confusion around their actual marketing campaign results and how they should be interpreted (or not).
The second is losing track of changes when updating your existing data sources with new information from another source like Google Analytics or Facebook Ads Manager— and migrating them over into the new system.
7. Train Your Team
You need a trained team to build, maintain and interpret your dashboards. The best way to teach people is through on-the-job experience. This means that you have to hire data analysts who can write reports based on their findings, as well as business users who can look at the results of what they've learned from those reports and make decisions about how to proceed with their marketing campaigns.
It's also essential that these people are trained with real data sets to tell whether something has worked or not worked in practice - this will help them make more informed decisions when it comes time for recommendations or changes down the line!
A whiteboard and collaboration platform saw low conversion rates and high costs across their campaigns. Our insights helped restructure their campaigns and add negative keywords to lower their CPC. This change and some campaign bid changes for existing customers helped them achieve a 5x increase in conversions and a 75% improvement in cost.
8. Lastly, Invest Wisely In Infrastructure
Hardware: Depending on the complexity of your data needs, you'll need to invest in hardware or cloud solutions - anything from a simple computer with networking capabilities to an entire data center full of specialist equipment.
Software: Once your hardware is up and running, it's time for software, which could include everything from basic analytics packages like AWS Quicksight to more advanced offerings like Snowflake (often used together).
Infrastructure: Once you've got all these things in place, some specific infrastructure costs still need to be accounted for; including data management tools like Snowflake; security measures such as encryption; governance policies around sharing information across teams; quality assurance methods when working with external partners; integration efforts between various systems, so they work together correctly without any problems arising unexpectedly later down the line.
A bank with a spend of over $1 million per month; saved ~15% of their spend by looking at the device breakdown on our dashboards. Tablet conversions have historically not done well, with the Cost per Conversion being 2x of desktop (across campaigns). Tablet spending cannot be optimized within Google AdWords since these bids rolled into desktop bids on Google.
We identified this leakage and our services team developed an innovative method to reduce the spending on tablet ad placements.
You need proper planning and a reliable technology stack to make your dashboards work.
Sign up for Arena Calibrate, and you'll enjoy expert marketing BI support and a ready setup we can quickly customize for your business. You save your business time and energy. Your infrastructure, data architecture, and visuals are set up right by our BI-skilled team. You can save thousands of dollars in monthly manpower costs alone. The best part is your marketing BI is managed for success.
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