Marketers tend to run multiple marketing campaigns in the digital marketing arena to ensure that the products and services on offer are made aware to the targeted customer base. Considering that most campaigns involve spending a good portion of the marketing budget, it is necessary for marketers to understand and analyse how much impact they have had on the sales funnel compared to the money spent on them. Marketing analytics and metrics provide this information to the marketer, and while reports are generally the medium used to get the analysis, they can be cumbersome and also won’t hold real-time data.
Instead, the best way to show the analysis would be via marketing dashboards, which can be updated whenever they are retrieved. They will not only be easy to consume as the visual representation will simplify the analysis but also have all the real-time data. Datorama marketing dashboards provide an all-encompassing solution for campaign reporting and analysis, whether it is SEO reporting dashboards, digital marketing dashboards or social media dashboard. Datorama also enables the instant conversion of fragmented data from traditional marketing campaigns into interactive marketing dashboards.
Users can create dashboards using the Visualize tab on the Datorama workspace. There are three elements to it – dashboards, dashboard pages and widgets. One dashboard can contain multiple pages and each page can contain multiple widgets. Dashboard and dashboard pages can be organized to suit a company’s requirements and templates can be designed to make the process efficient.
Once the dashboard and the necessary pages are created, one can use widgets to set up interactive dashboards. In the page, there is a “+” icon on the top right of the menu which once clicked will provide a widget library and the user can choose based on requirements such as tracking a metric or the status of a goal.
There are various options in widgets that will help the user interact with the data, such as: drill down, slice, exclude, show/hide labels. The interactive widgets let you filter data according to entities and date range. For example, if the user wants to see the media cost for a certain period, like a month or a quarter, it can be done using the date interactive widget. It is also possible to set up cascading filters that one filtering component can be applied to another interactive filter widget. Such filters help in the analysis of data, planning of resources and advancing the marketing strategy in the digital space.
It is also possible to add commentaries to your dashboards using the “Rich Text Widget”. This can be achieved by creating the commentaries file, mapping it and then displaying the commentaries. Doing so enables the user to attach unique descriptions, expected results and other notes to an entity.
In Datorama, there is an option called “Genius” under the “Analyse & Act” tab which allows a user to generate several insights. These insights can then be exported onto dashboards to keep the stakeholders informed on developments and co-relate with the latest data retrieved onto the platform.
Once the visualizations are created, they can be shared with the stakeholders. Even if they do not have an account in the Datorama platform, these visualizations can be embedded on a third-party website or can be shared via a link by editors and administrators. These embedded and shared pages display updated information identical to the page in the dashboard. Similarly, a widget can also be embedded (but not shared). It is also possible to set sharing rights as “Admins Only”, “Shared Specifically”, “Share With All” or “Read Only”. This is especially useful when sharing visualizations with stakeholders outside the company or when including visualizations in embedded devices such as TV screens or iPad Kiosks in public areas.
In essence, Datorama provides thorough visualization and interactive marketing dashboard solutions for key performance indicators like “cost per click” and “return on ad spend”. Datorama marketing dashboards can be adjusted for location, device, campaign and other such entities and hence add value to every aspect of your marketing efforts in the digital space.
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