Manage my business Digital Marketing Dashboard

Manage my business | Digital Marketing Dashboard

Digital Marketing Dashboard: Develop customer involvement, loyalty and advocacy through a consistent and engaging brand experience.

CONTEXT & CHALLENGES

Knowing and getting closer to your customer, and developing interaction with the brand and/or product. This is one of the main challenges presented by digital marketing. The aim is to enable customers to participate in defining the future of the product themselves, through the creation of buzz, online surveys and games for example. How can you be efficient in all your marketing actions? How to rationalize your efforts in line with customer expectations? Which tools to use for each target customer profile? In short, you need to improve customers’ experiences by understanding their tastes, and involve as many customers as possible in the process by understanding exactly what they want.

The challenge of digital marketing therefore is to monitor the customer throughout the purchasing process, from discovering the product, to consideration, to purchase. At each of these three stages, the marketing team can both influence the customer’s choice and measure his or her behavior. Research, emailing, exposure, social media, online networks, websites, e-reputation, SEA, SEO, webinars, videos, online presence and sales, mobile solutions, interaction with customers… You need to be able to monitor all of these elements with a digital marketing dashboard.

Know the Customer

  • KNOW – Leverage historical value
  • UNDERSTAND – Integrated-view view of the consumer
  • SOCIALIZE – Integrate social information; ability to push personalized offers; Ability to engage customers when and where they are most receptive
  • PREDICT – Understanding cross-market & cross-brand; Adapt offer to market trends; Reduce time-to-market

Reach the Customer

  • LOOK & LISTEN – Quality customer insights at lower cost; Manage brand reputation; Real-time crisis management
  • INFLUENCE – Increase/Control brand visibility; Nurture brand Equity; Harmonize Customer Experience
  • ENERGIZE – Identify Advocates; Develop unpaid-sales legion (=advocates)
  • ENGAGE – Secure the customer in a One-to-One relationship

Develop the Customer

  • CONSIDERATION – Measure and maximize campaigns ROI
  • TRIAL – Move from Marketing to Sales
  • REPURCHASE – Identify and target valuable customer; Push up-selling, cross-selling offer
  • LOYALTY – Increase retention rate; Increase Consumer Life-Time Value

SOLUTIONS

With the constant aim of optimizing the cost-revenue ratio, the fully customizable digital marketing dashboard will help you to:

  • Engage customers in a digital experience that enables one-to-one interaction

  • Provide better service by understanding customer profiles

  • Develop customer involvement, loyalty and advocacy through a consistent and engaging brand experience

  • Move from product-focused marketing to customer-focused digital marketing

  • Your visitors: who they are, what they want, where they are from…

  • Your own sites: which pages are popular, unpopular, how is your website used by your visitors…

  • Search engines and referrers: where are your visitors coming from, what keywords do they use to find you, which search engine or referring site sends you the most traffic

  • Enhance customer experience by knowing visitors’ likes and dislikes

  • Engage more visitors by understanding what they look for

  • Optimize marketing investments by targeting on added-value referrers

  • Increase online conversion rate by analyzing visitors expectations

  • Revise SEO & keywords strategy by following the evolution of visitors behavior

  • Develop local strategies by knowing where visitors are coming from

DIGITAL MARKETING KPIS

Key Performance Indicators are used to measure the realized progress towards a strategic objective.
For a Digital Marketing dashboard, here is a sample list of KPIs Lintao recommends (non exhaustive list):

  • Net Promoter Score

  • Engagement Rate

  • Buzz Factor

  • Offer Transformation Rate

  • # of active Advocates

  • Advocacy Influence Ratio

  • Customer Satisfaction Rate

  • Time to achieve maturity

  • # of channels addressed

  • # of followed customers

  • Engagement Rate

  • Campaign Costs

  • Search Engine Rankings

  • CTR (Click-Through Rate)

  • Pages Views

  • Pages per Visit

  • Online Share of Voice

  • Sentiment Ratio

  • Visits (#)

  • Visit Duration

  • Visits from Social Network (#)

  • Social Network Sharings (#)

  • Unique Visitors (#, %)

  • Return visitors (#, %)

  • Bounce Rate

  • Bounces (#)

  • Entrances (#)

  • Organic Searches (#, %)

  • Direct Arrivals (#, %)

  • Referrals (#, %)

  • Actions taken (#)

  • Actions taken per visit (#)

  • Video views (#)

  • Value of the average order

  • Advertising revenue

  • … or your own Digital Marketing KPIs

DIGITAL MARKETING ANALYTICAL AXES

The axes of analysis represent the elements by which you want to segment your observable information (such a KPIs) to understand the rationales behind a given performance. Also called ‘dimensions’.
For a Digital Marketing dashboard, Lintao identifies the following axes of analysis (non exhaustive list):

  • Time

  • Web Site

  • Business Line

  • Marketing Campaign

  • Location

  • Visitor

  • Referrer

  • Page

  • Device

  • Language

  • Source

  • Channel

  • … or your own Digital Marketing analysis axes

AN EXAMPLE OF A KEY DATA VISUALIZATION FOR DIGITAL MARKETING

This is an example on how to visualize a Web Site Traffic.

digital marketing dashboard

Find our more data visualizations in our gallery.

 

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Some references of Digital Marketing Dashboards