How to Bring Your Digital Marketing Analytics to Life with These 6 Visual Dashboards

Using dedicated software to support your marketing can have a range of positive effects, including more effective visualization of the results your various projects and campaigns are delivering.

Providers such as HubSpot, Klipfolio and Zoho offer access to a range of specialist applications designed to help users be more efficient and productive. Among the most useful tools for marketers are dashboards, which provide a single location where you can analyze and leverage your valuable data.

There are several different types of dashboards to choose from, each of which can help you gain targeted insights into specific areas of your digital marketing to elevate your understanding and drive performance.

1. Website performance dashboard

Your website is the beating heart of your digital marketing strategy. Along with your social media platforms, it's the most important source of information for people who want to find out more about you, your brand and what you might be able to offer them.

It's vital, therefore, to have a good understanding of how your website is functioning and the results it's delivering at all times. That means keeping track of key elements of performance such as how many people are visiting your site within particular periods of time, how long they're spending on certain pages and the most common actions users take after browsing your website.

A web performance dashboard can give you a detailed picture of online user experience and engagement by providing real-time updates on metrics such as:

• Page views
• Unique visitor numbers
• Average session duration
• Bounce rate
• Sources of traffic

2. Social media dashboard

If you're doing well on social media, you can feel fairly confident about getting results from your digital marketing as a whole. The likes of Facebook, Twitter, Instagram and LinkedIn have a vital role to play in various aspects of your marketing, from building awareness of your brand to driving traffic towards your latest blog post, infographic or video.

But as all users of these platforms know, they move fast, and keeping track of how your content is being received on social media isn't necessarily easy. That's why it's advisable to use a dashboard that makes it quick and easy for you to study how much engagement your social output is generating.

3. SEO analytics dashboard

Focused data analytics can give you a more detailed picture of your SEO performance through examination of metrics such as organic traffic, clickthrough rate, keyword rankings and backlinks.

Having a clearer picture of your key performance indicators in these and other related areas will help you make more informed judgments about the effectiveness of your SEO strategy, how well your content and keywords are serving the needs of your audience and the overall quality of your user experience.

4. Email marketing dashboard

Email may be a fairly traditional way of communicating with your customers (in the context of digital marketing, at least), but it has lost none of its power to drive engagement and strengthen customer relationships.

Indeed, recent research shows:

• Four billion people use email every day
• 77% of marketers have witnessed an increase in email engagement in the past year
• Email is the brand communication channel of choice for smartphone users

Visualizing all of your email data in a single location means you can build a clearer picture of this aspect of your marketing by analyzing metrics such as open rates, clicks and unsubscribes. You can also use your email marketing results to learn more about particular segments of your audience and how likely they are to engage with particular types of content and messaging.

5. Digital advertising dashboard

Targeted advertising has the power to make a big difference to your digital marketing ROI. However, you'll only see the best results if you have a full and detailed understanding of every aspect of each ad campaign, from how much you're spending to the levels of reach and engagement you're achieving.

One of the most important aspects of your digital advertising you can analyze more easily with a dashboard is your campaign costs, since you should always have good visibility over your budget and overall spend.

Tracking ad frequency, impressions, cost-per-click and conversions will also prove crucial to assess the effectiveness of your ads.

6. CMO dashboard

A CMO dashboard serves as a unified space where chief marketing officers and other key decision-makers can get a high-level view of the company's marketing spend, performance and results at any given time.

Key metrics that can be presented on this type of dashboard include:

• Marketing-qualified leads
• Sales-qualified leads
• Revenue by source
• Conversion rates
• Return on investment

It's vital to ensure that these figures are not only accessible, clear and easy to understand, but also accurate and up to date. These insights could influence decisions that dictate the future direction of the business, so make sure you're taking advantage of the latest software and technology to present your data in a compelling way.