Marketers tend to run multiple marketing campaigns in the digital marketing arena to ensure that the products and services you offer create awareness and consideration. Considering that most campaigns involve spending a good portion of the marketing budget, it is necessary to understand and analyze how much impact marketing has had on the sales funnel compared to the overall investment. Marketing analytics and metrics provide this information to the marketer, and while PowerPoint and excel reports are traditionally the medium used to deliver the analysis, these can be cumbersome to build and maintain. Building Marketing Intelligence with interactive Datorama dashboards may be an alternative.
Instead, an alternative method of showing the analysis would be via interactive marketing dashboards, which can be updated whenever data is available using custom ETL processes and API connections. Datorama marketing dashboards provide a scalable solution for campaign reporting and marketing analysis, whether it is SEO, paid search or email marketing dashboards. Datorama also enables the simple conversion of fragmented data from traditional marketing campaigns into interactive marketing dashboards.
Users can create dashboards using the Visualize tab in 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. Dashboards and dashboard pages can be organized to suit a company’s requirements and templates can be designed to make the process efficient. See examples of Nabler’s award-winning, Datorama dashboards.
Once the dashboard and the necessary pages are created, one can use widgets to set up interactive dashboards. On 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 correlated with the latest data retrieved in 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 can add value to every aspect of your marketing decision-making process.
Nabler is an award-winning, certified Datorama partner with four, recognized Marketing Champions on staff and dozens of certified developers. Please feel free to reach out to us for a demo of our Datorama dashboards.