This is the first post of Origami Logic’s “Now You Know” blog series, which answers common questions and “how to’s” for marketing measurement best practices. This series will feature subject matter experts, guest authors, and Origami Logic team members to provide solutions and insight into marketing must-know topics like agile marketing analytics, campaign performance measurement, marketing KPIs, and marketing attribution. Learn how to address these topics and leverage the Origami Logic platform features to master marketing performance measurement and maximize your marketing investments.
In this post, learn what marketing dashboards are and why they are the key to making smarter, quicker decisions and maximizing your marketing investments.
What is a marketing dashboard?
A marketing dashboard is a data-focused visualization of your marketing results. Dashboards can be as flat as reporting a single metric, like number of likes for a single post, or as dynamic as comparing campaign spend across all marketing channels, brands, and regions. Depending on your role, campaign, industry, and business objectives, dashboards enable you to slice and dice your cross-channel data accordingly. Perhaps most importantly, they allow you to track and act upon your progress towards your goals, and make in-flight, data-driven decisions for optimal return. Marketing dashboards provide a single version of marketing truth for your team, and a straightforward way to measure marketing’s contribution to the bottom line.
What can you do with marketing dashboards?
Marketing dashboards allow you to bring all of your marketing performance data into one place and transform it into actionable insights. This allows you to:
- Develop a standardized framework to evaluate performance across teams, regions, brands, campaigns, and more
- Build transparency and accountability across your internal and external teams
- Monitor progress against your defined KPIs versus goals at a glance
- Monitor media spend with real-time data from partners and publishers
- Eliminate manual reporting and refocus team on leveraging insights from agile feedback
- Surface insights and share with stakeholders to drive results
What separates good marketing dashboards from great ones?
Not all marketing dashboards are created equal, but the power behind them lies in understanding what questions you are trying to answer, and which KPI’s, metrics and visualizations you should use to address these questions. Just because you can measure and report something, doesn’t mean you should. In future installments of this series, we will dig into tactics to answer each of these questions and more! The challenge in making the most of a marketing dashboard is understanding what marketing performance data is important to you and your campaign, and only then deciding how to visualize it so it is digestible and insightful at first glance.
Gathering, measuring, and structuring the data in a way that means something to its users is one thing, but the greatness of a marketing dashboard stems from the actionable insights, takeaways, and possibilities it provides.
If a user is able to detect an anomaly mid-campaign — for example, shockingly low ROI within a certain region — and contextualize this with historical data at glance, they are enabled to to implement changes more quickly. These in-flight optimizations allow for increased transparency and awareness across teams through collaboration, while considering best next steps for improvements and efficiency. Additionally, if a user determines that overwhelming progress has been made mid-quarter towards a marketing initiative to drive demand adoption for a new product, there are lessons to be learned and applied to other goals, campaigns, and regions. This feedback loop initiates predictive analytics and new perspectives that can drive growth and optimization at record speed.
The problem for many marketers today is that a lot of this marketing performance data is not available via an API. As a result, Origami Logic provides an open architecture that enables users to bring in data from any marketing source, and export cleansed data for modeling and reporting. Along with the easy “click-to-add” integration for sources that are available via API, and the regular export of cleansed and harmonized data, we ensure that our marketing dashboards and tools can easily expand and integrate into the ever-changing marketing landscape.
Origami Logic makes it easy to tailor each metric and dashboard with the right visualizations, dynamic filters, formulas, and granularities for your audience at the click of a button. Furthermore, Origami Logic allows you to go beyond these always-updated dashboards to receive personalized notifications to your phone in real-time when something meaningful happens, with the Origami Stories app.
Stay tuned for our next blogs of the series to learn what marketing KPI’s and metrics are important for the questions you want to answer, how to tailor marketing dashboards to certain roles in the organization, and more. Read and click the dashboard below to learn more about how Origami Logic helps the largest global brands master their marketing performance with dashboards.