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Top 9 Elements of a Marketing Dashboard

Top 9 Elements of a Marketing Dashboard
6 min read

Digital marketing has become a prerequisite for businesses. Whether you are a B2C or a B2B company, digital marketing is the key to reaching your target audiences.

This new communication platform has many benefits. In many cases, digital marketing is quite low-priced when compared to traditional marketing and advertising methods. It easily reaches a larger number of people all over the globe. Plus another crucial advantage of digital marketing methods is that the efforts put in can be easily tracked.

Marketing analytics and KPI dashboard software are becoming mainstream.  So, let’s talk about what a Marketing Dashboard is and how is it useful to marketers.

What is a Marketing Dashboard?

Typically, a marketing dashboard is a platform that gathers all your KPIs and other critical metrics in a skillfully designed display. Most marketing dashboards have real-time updates so you have access to the latest information.

Marketing dashboards provide an at a glance summary of your marketing activities and their associated performance. Marketing dashboards offer businesses the unique high-level perspective that they need to make the decisions to create the most value.

Convirza’s Marketing Dashboards is designed to instantly give marketers data and insights so they can quickly and easily make decisions about their call marketing efforts. We offer businesses the quickest and easiest way to showcase the most important metrics.

You can take the Convirza Marketing Dashboard and deliver it to a customer. It’s up to you and the client to decide what works best. Choose however you would like to receive the reports. A popular option is an email with a pdf. Others like the raw data so they can dump it in the CSV format and have that deliver to the customer as well.

Build Your Own Marketing Dashboard

There are a lot of different strategies that organizations can use for building up their own marketing dashboards. In fact, most companies have a handful of work dashboards that highlight a variety of things. Often, these things are the most effective or are their most important key performance indicators or KPIs for their business.

There are hundreds of options available on the market today when it comes to building a marketing dashboard. But here are a few questions marketers need to consider before choosing a company to build their marketing dashboard:

  • Does your marketing dashboard provide custom-built reports so you do not waste your valuable time on unimportant information?
  • Is your marketing dashboard’s reporting multi-dimensional or user-based?
  • Does it provide dynamic filtering or Geographical Heatmaps and Zipcode Maps for Calls?
  • Is flexible data export available?
  • Does the company do drilldowns for deeper and actionable insights?
  • Does it allow you to schedule routine reports as per your convenience, when and where you want them?

If you research the market, the only call tracking and call recording company that satisfies all the above needs is Convirza. All the companies providing marketing dashboards have the similar input, it’s the 40,000 hours of data science and machine learning that allows Convirza to give clients the best analysis and most useful reports.

What Can You Focus on with Convirza?

Being a call tracking company has created a unique approach. Convirza helps you to focus on nine things those can drive call traffic to your business.

#1 Channels or lead sources

This is a pretty simple one! You as a business are present all over the web. You have a website, social media platforms, ads, posters, banners, videos, infographics, and perhaps more. But which is the channel that drives most calls? Which digital and traditional marketing should you focus on more? Which are the channels where you can invest less?

#2 Keywords

Keywords not only drive call traffic but also other activities like clicks, likes, comments, etc. And all these make up the complete customer journey. Convirza can track your customers’ complete journey. You can adapt our marketing dashboard in a way that you want to address your business.

It’s important to recognize that channels, mediums, sources or keywords are just different attribution areas. You should continue to build upon what makes each of those areas a key part of your marketing strategy.

Other than call traffic, you can go in depth by focusing on the next key features.

#3 PPC spend

Many of our customers in the digital marketing space focus heavily on their PPC spend. They want to ensure that they are getting the proper level of attribution. Convirza’s call tracking, call reporting, and marketing dashboard together keep you up-to-date and completely aware of attribution.

#4 ROI

Marketers want to know what their ROI is for every dollar they spend. Our Marketing Dashboard allows organizations to focus in on these PPC related terms. They easily identify which PPC words and terms are driving the calls. You can even see which calls turn into sales. So you also identify the calls that convert on the marketing dashboards. This is the next level where organizations need to focus so that they can look at what the calls are actually doing.

It’s fascinating to me that you can have a business that drives hundreds of calls on a specific keyword term but those calls never actually turn into appointments or visits. And so companies are essentially just throwing away money trying to drive traffic to a keyword strategy that never actually converts to a deal. If you have fallen prey to this kind of a practice, Convirza helps you know and change.

#5 Optimize marketing strategies

One of the most useful parts of the Convirza Marketing Dashboard is seeing your marketing campaigns clearly and side by side. Convirza’s 12 out of the box reports encompass all advertising and marketing tools.

For instance, if you have direct mail campaign then you need to watch your different direct mail strategies, based on either your locations or your zipcodes with the Calls by Region Heatmap report. See our most used reports.

#6 Effectiveness of ads and their placements

Many marketers want to know which of their ads or their placements create the greatest value for each dollar spent. Tying this information back also can result in the filters which you can leverage on our dashboard.

With this feature, you can hone in on your most profitable strategies. They will create more value and more succinct observations. You can make even better decisions to drive revenue.

#7 Selective focusing

It is important to note that Convirza’s Marketing Dashboard comes with quite a few filtering capabilities. With these filtering capabilities, you can slice and dice your data the way you want it. Filter information without actually trying to export all the data and then trying to format it in a pivot table or an excel dashboard to get the report or the information you need. With Convirza, you just select the filters. Select the format of report you desire. And click download!

#8 Scrutinizing marketing efforts

As marketers, we want the details, we want to know what exactly is happening out there once we publish our ads or landing pages. Convirza has come up with another exclusive feature that we call, drilldowns.

Drilldowns allow you to not only see the highlights but also to drill into the details that you need to continue to refine and optimize your marketing approaches.

#9 Different graphs for different numbers

What else is different with Convirza? We provide different graphs for tracking numbers and dynamic numbers so you know the exact source of the call. With Dynamic Number Insertion, customers also get the added advantage of visitor-level data which no other company can provide.


With our call tracking, you know where the phone call came from, with our Conversation Analytics® you know what is happening during the call and with our Call Reporting Dashboard, you know what happens after the call. With this kind of pre-call and post-call data, you can see the complete picture. You can know your customer behavioral pattern and execute your future strategies accordingly. One can only imagine the power such data can provide.

With all the above-mentioned features, it is clear that marketing dashboards provide the level of insights that organizations need. They need it to continue improving and building upon their marketing strengths and improving their marketing weaknesses.

Conclusion

There is a real power in the ability for somebody to process massive amounts of data into a handful of graphs and charts that showcase what’s driving value for your business. The value is hard to calculate because of the ability for people to make data-driven decisions. If you don’t have a marketing dashboard, if you are not looking at the high-level metrics, you are going to struggle.

In fact, organizations that are data-driven, in general, make 40% more money than those that are not.

Marketing dashboards are powerful because of the way that they allow you to dive into the different attribution areas that are most important to your businesses. There is just as much value in identifying what’s working as there is in knowing what’s not working. You are able to eliminate bad leads and wasted money spent on programs or ads that are ineffective. Having answers and current data is key to driving the real ROI that organizations demand.

Today, Convirza released 12 new and upgraded call reports. See the new marketing dashboard for yourself.

Published on: Mar 28, 2018.

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