4 Steps to Create Custom Marketing Analytics Dashboard
Eugene Makieiev, BDM
How to build a powerful marketing strategy with the highest ROI performance?
For that, you need a comprehensive analysis of different marketing data. Thus, you’ll get advanced insights into understanding the target market, customer behavior and preferences.
The recent Marketing Intelligence Report by Salesforce has uncovered that over 88% of respondents utilized marketing analytics tools to enhance their digital customer engagement. Moreover, with the marketing budgets increasing to 9.5% of overall company revenue in 2022 (Gartner), the demand for powerful marketing tools will continue to increase.
In this article, we’ll provide a thorough overview of one of the most popular tools in marketing – analytics dashboards. We’ll explain why they are so important and how to create marketing analytics dashboard for your business in particular. You’ll also find the experience of Integrio Systems, a leading software development provider with decent expertise in building dashboard solutions for various marketing segments.
What Is a Marketing Analytical Dashboards?
A marketing dashboard is a universal platform used to integrate marketing analytics and marketing performance data within a single system. Such analytics dashboards feature high customization and broad functionality. They provide accurate data for the KPI of project data tracking and are highly convenient for the simultaneous monitoring of multiple projects, channels, or metrics.
Currently, there are two options for marketing dashboard implementation: using the ready-made tools or creating a custom marketing analytics solution that ideally matches your business needs. Based on Integrio’s experience, at the start, most businesses tend to use ready-made enterprise software from the options offered on the market. Some popular examples of such systems you’ve probably heard of are Google Analytics, MixPanel, Cyfe, Heap Analytics, and so on.
However, as the business scales, its goals and requirements, as well as the needs of its customers may change, and it becomes harder to fit your business model to the functionality of the selected ready-made dashboards. Solution? Invest in building a custom marketing analytics dashboard! With a flexible interface and customizable toolset on board, this can become a decent long-term solution that fully covers your ever-changing objectives and current requirements of your business.
How Marketing Dashboard Improves Project Growth
Before we reveal the guide on how to build analytics dashboard, let’s briefly review the advantages of implementing these tools into your digital marketing strategy. Overall, the potential benefits of implementing dashboard analytics include:
Time-Saving and Cost Optimization – The AI and ML-driven data analysis help to significantly enhance the workflow and access all the required information in a single platform.
Real-Time Data – Marketers get up-to-date information on customer behavior, website traffic, leads, and other important KPIs.
Improved Decision-Making and Forecasting – With tons of data generated automatically, marketers can make more effective decisions on improving the marketing campaign and enhancing the business performance as well.
Advanced KPI Monitoring – A marketing dashboard can provide a better understanding of the achievements and problems of the marketing strategies applied, helping businesses to constantly develop and improve.
4 Steps to Build Custom Marketing Analytics Dashboard
So, we’ve covered the potential benefits of an analytic dashboard. It’s the right time to discuss how to create custom analytics dashboard for your business. Below, our best development experts have shared the universal guide for launching the marketing platforms that will ideally work for any business.
Step 1: Set Up the Objectives & Determine Your Needs
First, the dashboard design planning starts with a comprehensive analysis of the needs of a particular expert. Depending on the end-user requirements, you’ll be able to come up with the type and use purposes of the dashboards, as well as what segments to include in the system’s structure.
For instance, social media marketers need a dashboard that consolidates the device and mobile metrics from multiple platforms such as Twitter, Facebook, Instagram, YouTube, LinkedIn, and others. Similarly, ad managers will mainly focus on the paid search performance data. At the same time, SEO experts will require advanced website performance analytics dashboards to build a powerful digital strategy to help your business develop and grow.
Additionally, it’s essential to count on your business objectives and determine what goals this marketing tool should help with. This might include: improving digital presence, increasing revenues, empowering paid search/social media performance, boosting the site’s SEO strategy, and many more.
Step 2:Outline the Marketing KPIs
Based on the selected marketing strategies, the next step in building dashboard for analytics requires setting up the KPI metrics for each program or campaign. It allows you to track and determine the effort of your marketing team. Also, you can assesss the performance of each strategy and its efficiency.
For this reason, tailor the analytics dashboard to the personalized KPIs for each marketing campaign, depending on the specific objectives they set under each campaign. As an example, here are some of the KPIs to consider for different marketing segments:
SMM (engagement, reach, leads, and customers)
SEO (organic traffic, leads, sales, bounce rates, CLV)
Email Marketing (open rates, CTR, conversion rates, list growth rates)
Ad Campaigns (impressions and reach, clicks, revenue per client, CTR)
To make the most of your dashboard marketing platforms, it’s recommended to consult with your marketing team about what challenges they have and what tools can help them to improve their marketing efforts.
Step 3: Define the Data Source & Visualization
Once you decide to create marketing analytics dashboard, the essential aspect to consider is your data sources. Today, analytics dashboards can effectively export website and social media data, email marketing statistics, and many other sources, consolidating it within a single platform to easily track the performance of marketing efforts.
We recommend considering the most relevant data sources that might be helpful for your marketing efforts based on the metrics that matter. This will help ensure you’ve covered all the required sources perfectly.
Step 4: Consider the Data Visualization Tools
One of the golden rules in how to make marketing analytics dashboard is to choose the most efficient method for data visualization. Depending on the data compared, some of the methods you’ll want to consider are bar charts or column charts (for values), tree maps (hierarchies or relationships), pie charts (for percentages of total), time series (historical changes), and so on.
Don’t hesitate to experiment with the visualization approaches to find the most convenient and efficient one for your marketing objectives.
Essential Metrics of the Analytics Dashboard
To provide maximum performance, a marketing dashboard should cover all the required metrics and tools marketers need to strengthen their digital strategy. In most cases, these include:
Website Performance Analytics
Sessions, users, bounce rates, time on site, new visitors, and average pages per visit – all the metrics required to evaluate the website’s performance on the web.
By thoroughly tracking the paid advertising and direct traffic, referral and social traffic, and of course the organic search performance, marketers can see the most prospective sources that drive visitors and prioritize the channels accordingly to drive the best results.
Conversion Funnel Analytics
This section allows users to track the leads, wins, and performance of eCommerce concerning the marketing strategy implemented.
Social Media Performance
The most important social media metrics, according to Hootsuite, include reach, impressions, engagement rate, CPC, conversions performance, ESAT score, NPS, and related tracking parameters that evaluate the effectiveness of the social media channels.
Digital Ad Performance
Allows tracking of the real-time performance of the paid search campaigns launched, understanding the current trends and ad performance to uncover the ways for its optimization.
Email Marketing Analytics
If the business is actively investing in email marketing strategies, the key metrics to be covered in a dashboard should include the CTR, conversion rates, bounce rates, open rates, list growth rates, and unsubscribe rates, which according to Hubspot, are a must-have for tracking.
Above is the list of basic parameters to consider when building a dashboard for analytics. However, the final decision on which metrics to include will mainly depend on the business objectives and needs, its industry focus, and target audiences as well.
With a custom analytics dashboard, you’re free to implement all the required features for your efficient marketing analytics. What is more, the flexibility of this solution allows for modifying the dashboard parameters to ideally fit the existing business needs and its new objectives.
Consider Integrio Your Trusted Partner
For over 20 years, Integrio has been working on top-notch development solutions for various industries and fields. Our company can handle projects of any complexity and uniqueness, providing end-to-end development services and dedicated experts in the required field to perfectly meet your business goals.
So far, our crew has successfully delivered over 200 projects, in particular, the data analytics solutions, from concept planning through the project release. Here is a basic overview of the most recent challenges we’ve got from our clients and the results delivered by our dedicated full-stack development team.
Integrio Systems has started working on a revolutionary SaaS product for the Mobiry startup that helps large retail businesses to increase their sales and revenues.
The basic functionality of this tool included the AI-driven engine that automatically analyzes consumer behavior and forecasts further business performance based on various parameters (return visit, dropout risk, etc.). The key technologies we have implemented here include AWS, Angular, Python, Java, Docker, and many others.
Our crew has also been involved in creating a data analytics engine to classify the consumer emotional excitement data (Eye tracking data, GSR data, and EEG data) that impact the purchase decisions. The team also improved the mathematical algorithms and the prediction accuracy.
For this project, we’ve used the following technologies: Java, PostgreSQL, jQuery, and some other solutions that helped to enhance the functionality of the dashboard analytics. As a result, the BioNimbus product has been widely applied to the marketing strategies of Kellogg’s, Mars, HP, Microsoft, Nike, Disney, and many other companies.
Get Digital Marketing Development Services With Integrio
If you’re searching for the best-rated digital marketing software development professionals to build custom analytical dashboards for your business, reach out to our team immediately. We have years of experience in this domain, so Integrio Systems is always ready to find the most suitable solution for your project using cutting-edge technologies and advanced trends.
To build dashboard for analytics, the essential aspects to consider are business goals and objectives, marketing strategies and their core KPIs, information sources and unification, and data visualization and its successful integration.
An analytic marketing dashboard is a data visualization tool that displays the most relevant information required to keep track of key marketing metrics and achieve various marketing objectives.
The basic things to consider to build a functional and effective marketing analytics dashboard include your target audience, key KPIs and metrics, data sources, and dashboard types. Of course, you’ll also need to develop a software solution (either ready-made or custom analytics dashboard) that will efficiently help you get all those aspects covered within a single interface.
f you want to quickly launch an efficient dashboard analytics solution, feel free to reach out to our team. We are always ready to provide the most relevant digital marketing solution that can empower your business performance from day one.