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Defining a Marketing Report Dashboard

Share the goods.

A dashboard of an airplane

The end of the first quarter can mean only one thing…reporting time! Part of our proven process is reporting quarterly to our clients on the data and trends we’ve noticed in the previous quarter. We compare the quarter previous or the quarter from the year before to be able to measure against goals we’ve set with our clients.  

If you’re not getting reports from your agency, how are you able to measure results or know what activities are meeting your sales or marketing goals?

Not everything needs to be reported on, we used to send our clients 20+ page reports, which they never read. It was a waste of their time and ours, not to mention they didn’t understand the data we were reporting on.

The purpose of a marketing dashboard, is to provide an at-a-glance display of relevant information required to track performance metrics associated with campaign tactics and goals.

Here are our recommendations on setting up a reporting dashboard. 

Make it Easy

The more time it takes to scan through, the less apt anyone is actually going to dig into the data. Any relevant information should be found within 5 seconds. Display your insights from top to bottom in the order of significance. Don’t have more than 3 to 4 visuals, combined with an explanation. 

The site ninjacat points out that just because you can measure something, doesn’t mean it has to be a reportable metric on your dashboard. An effective marketing dashboard should only provide campaign-relevant and easily explainable information.

The Data

You gotta know what to report on and it HAS to be tied back to client goals. We’d think this is obvious…

Here are some examples of data to report on:

Digital Marketing/Social Metrics 

  • Facebook CTA Clicks
  • Facebook Impressions
  • Facebook Talking About
  • Foursquare Daily Check-Ins
  • Google Customer Actions
  • Google Map Views
  • Google Search Queries

Search Engine Marketing Metrics 

  • Impressions
  • Clicks
  • Keyword Ranking
  • Domain authority
  • Organic Traffic
  • Page Speed 
  • Conversions

High-Level Marketing/Sales Metrics 

A lot of this is dependent on the use of a marketing automation tool, like HubSpot (ask us about it).

  • Marketing Qualified Leads
  • Sales qualified Leads
  • Funnel Conversion Rates
  • Customer/Channel Engagement
  • Revenue by Source/Channel
  • Marketing spend per customer

Telling the Story

All data tells a story, as marketers it is our job to interpret for our clients. Effective data storytelling is about communicating insights that go beyond the data. A story is a hell of a lot more compelling than a bunch of charts and graphs. You need to take the data and integrate, illustrate, and inspire, and when done it will influence next steps. 

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FUN FACT FRIDAY: It’s only fitting for us to own a building where a trailblazing female operated her businesses in 1906. The Phillips family represented one of the longest-running retail tenures in Grand Rapids history; L.E. Phillips Jewelry in the 1365 Plainfield Ave. building from 1906 until 1973. Dr. Eva Phillips, a certified and licensed optometrist ran her practice out of the jewelry store’s secondary parlor and was an equal partner in the jewelry store. Together, they offered a unique one-stop shot which expanded to include appliances, record players, and more. The couple operated the shop through two World Wars and the Great Depression, acting as the neighborhood matriarch and patriarch. @crestongr @crestoncorridor @crestongrandrapids @citygrandrapids @grandrapidspubliclibrary

Have you tuned into The Happy Hour Hustle Podcast yet?
If not, a) you’re missing out and b) you need to follow immediately. Hosted by @bodespeaks, episodes drop every other week, and feature some pretty bada$$ guests if we do say so ourselves.

This week, Kim sits down with @kelsey_orchard , VP of Marketing and Communications at @fifthwheelfreight to chat building a personal brand, Gen Z entering the workforce, misconceptions about logistics, spotting fake LinkedIn profiles – oh and why your GPA doesn’t matter anymore.

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Have you tuned into The Happy Hour Hustle Podcast yet? If not, a) you’re missing out and b) you need to follow immediately. Hosted by @bodespeaks, episodes drop every other week, and feature some pretty bada$$ guests if we do say so ourselves. This week, Kim sits down with @kelsey_orchard , VP of Marketing and Communications at @fifthwheelfreight to chat building a personal brand, Gen Z entering the workforce, misconceptions about logistics, spotting fake LinkedIn profiles – oh and why your GPA doesn’t matter anymore. Grab a watermelon margarita, sit back and enjoy for lots of laughs and real talk. Listen now at the link in bio.

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Women’s Business Council, featuring some kicka$$ experts who will give you the real talk on perimenopause (more to come on them later).

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Open post by 8thirtyfour with ID 18132641716644887
National Perimenopause Month starts today. We have a LOT to say, and we’re not going to be quiet about it, especially this month, so buckle up. We were not prepared for perimenopause, much like our periods, sex, or anything else to do with our bodies. God forbid we talk about it openly. We were taught to be ashamed, keep quiet, and to accept that it is just part of being a woman. We reject that narrative. In fact, like @bodespeaks, we want to bring it up in every conversation. When we normalize perimenopause and the conversation around it, we stop isolating, and we’re all more prepared. Join us for Uncomfortable Conversations: The Pause on September 24th — a powerful conversation hosted alongside the @smallbusinessassocofmichigan Women’s Business Council, featuring some kicka$$ experts who will give you the real talk on perimenopause (more to come on them later). Register at the link in bio.

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Open post by 8thirtyfour with ID 18089775152664042
You asked, we delivered. Introducing the Women's Owners Network - a new program built for what comes first, joining our proven Fellowship model to support Michigan women at every stage of business ownership. Whether you've got a team of 10 or it's just you and your laptop, you deserve a room full of women who get it. Six months of leadership, finance, operations, capital access, paired with real support for the isolation, emotional volatility, and decision fatigue that come with owning your own business. You'll have your own board of directors in your corner, including @bodespeaks plus a group of mentors, instructors, and coaches who've been exactly where you are. Applications due October 1. Apply now at the link in bio.
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