Using a dashboard to measure and present key performance indicators (KPIs) is essential for any marketing team. A central repository of the most critical indicators of your business’ health helps inform strategy and tactics, and it lets the C-suite make adjustments that can steer the company on a better course.
However, a dashboard that doesn’t present the information you need in an easily accessible and understandable format leads to confusion or lack of insight. This could cause your company to overlook trends in performance or customer needs, which obviously isn’t good for business.
A dashboard should present a concise look at results, devoid of unnecessary information, so that you can quickly scan and understand objectives as well as data associated with each KPI.
Créer le tableau de bord le plus efficace et le plus utile possible peut s'avérer difficile. Mais un tableau de bord qui n'est pas correctement aligné sur votre activité peut vous faire dévier de votre chemin. C'est pourquoi il est essentiel de le mettre au point dès le départ.
As consumers change, marketing campaigns need to adjust to address these changes. Collecting and analyzing data is a huge part of that, and presenting the data in a way that makes sense to stakeholders is also essential.
Nous avons demandé à un groupe de chefs d'entreprise et d'experts en marketing de donner leur avis sur les solutions qui leur conviennent et sur la manière dont les tableaux de bord des indicateurs clés de performance peuvent être améliorés.
These professionals agreed that KPI dashboards need to be fully contained, seamlessly integrated, flexible, visual, actionable, and predictive. Marketers want to use dashboards to predict and/or offer future scenarios or choices, not just report on the past. Moreover, they want dashboards to be less complex.
Examinons en détail les capacités d'un tableau de bord d'indicateurs clés de performance marketing idéal :
1. Intégration des données
Today, marketers consolidate data from numerous internal and external platforms including their own customer relationship management (CRM) system. According to the experts, the ideal marketing KPI dashboard seamlessly integrates data, results and reporting. It also allows for third-party app integrations.
Le meilleur tableau de bord devrait :
- Permettre aux utilisateurs de sélectionner les types de données saisies et la combinaison d'indicateurs clés de performance pour des campagnes individuelles.
- Permettre aux utilisateurs de saisir des données spécifiques ou intégrer le système de gestion de la relation client (CRM) pour collecter automatiquement des données sur les clients potentiels.
- Accumuler les données des campagnes précédentes pour mettre en évidence les "ingrédients clés" de la réussite et les aspects d'une campagne à optimiser.
- Fournir une vision à 360 degrés des activités de marketing - une vision qui ne se contente pas de mesurer une petite partie d'une campagne
- Inclure des données sur les concurrents et les menaces et facteurs externes pour aider les entreprises à se mesurer au marché et à y répondre.
2. Raconte une histoire convaincante
Un tableau de bord bien conçu raconte une histoire convaincante qui renvoie à des indicateurs de performance clés (KPI) exploitables au bénéfice de l'utilisateur. Il doit donner aux utilisateurs une vue d'ensemble de la santé de leurs efforts de marketing d'une manière personnalisée et intelligente.
There are dashboards that show current information in real-time; dashboards that show trends, problems and expectations; and dashboards that focus on strategy, goals and KPIs. The best dashboard aligns with the goals of its users.
Experts note that a dashboard should also be able to make optimization recommendations. Don Seaberry, Director of Digital Marketing in the Miami/Fort Lauderdale area, believes machine-learning and AI can solve this, claiming, “We need to develop recommendation engines that drive recommendations based on historical data and the actual goal (ROI).” He added, “The goal should always be to manage the actual goal (ROI) and not just cost-per-click or click-through rates.”
Different audiences may require different dashboards. Rob Bickford, President of PotomacView Consulting, said, “An executive needs a dashboard that summarizes performance metrics so they can make informed business decisions. A social media marketer will need a social media dashboard to consolidate metrics from sites like Twitter, Facebook, LinkedIn, so they can get detailed data on key social metrics.”
L'essentiel est qu'un tableau de bord idéal prenne en considération les besoins des différents membres du personnel en fonction de leur rôle dans l'équipe.
3. Permet la planification de scénarios
In addition to seamlessly integrating data, the marketing dashboard should include actionable items that can assist with making predictions. Himanshu Bharadwaj, a creative director, explained, “KPIs should be actionable as well as updatable. Dashboards should be shareable for all kinds of users in an organization. They should be flexible so that it can evolve and adapt to the changing business.”
Marketers need the ability to predict trends based on past data, plus industry insights and reports. An intelligent dashboard that can source relevant third-party reports and plug in observations with data-points will be a tremendous enhancement.
4. Automatisation des tâches manuelles
Les spécialistes du marketing doivent souvent saisir manuellement des données provenant de systèmes disparates et ne peuvent donc pas accéder à des vues plus détaillées. Les experts s'accordent à dire que l'automatisation est essentielle pour économiser le temps et les ressources consacrés à la saisie manuelle des données et/ou au copier-coller.
Christine Hade, an omnichannel brand marketing and innovation executive, said, “Having the ability to access data and present directly off the dashboard without needing to cut and paste into other presentations is necessary.”
5. Inclut les capacités de présentation
A clean, appealing dashboard presentation interface is crucial. Anything that is visually confusing will slow marketers down, a key disadvantaged today’s fast-paced environment. It must have the ability to view data from a wealth of perspectives.
Himanshu Bharadwaj, a creative director, believes dashboards could be more visually optimal. She said, “There should be filters and different views to keep data light and readable. It should follow the same visual style across different screens. This includes icons, design patterns, typography, colors, tone and voice.”
Bharadwaj noted, “An ideal dashboard should have the ability to create progressive disclosure of information to maintain user attention and a clean interface as this will help save user’s time, reduce user anxiety and uncertainty, set expectations and make the experience more visual.”
Additionally, an ideal marketing KPI dashboard should provide users with detailed information and also have an alert functionality in case of unusual or unexpected outcomes. Having visibility to where the business is going is more important to where it is today.
According to Christine Hade, an Omni Channel Brand Marketing & Innovation Executive, “A good dashboard will show 1) performance versus; 2) goals; and 3) projecting impact based on what’s occurred.”
6. Est adapté aux mobiles
An ideal dashboard should be responsive to any device and platform. While almost all dashboards provide an excellent experience on desktop platforms, experts believe the experience on mobile platforms is still broken and quite limited. There is a strong need to have dashboards to use on the go, which are optimal in terms of size and loading speed.
Most experts agree that future marketing KPI dashboards should be able to understand voice commands, especially given the rise of voice-command technology on mobile and IoT devices (i.e., Alexa, Google Home, Siri, Cortana, etc.).
7. Est facile à apprendre et à utiliser
An ideal marketing KPI dashboard should be intuitive. It should not require an internal expert for day-to-day use. As long as the key indicators are well-defined for each of the different data sets, it should be scalable for expansion as the business evolves.
An ideal KPI dashboard should be able to enhance interactivity with a search option and instant file sharing. In case of technical difficulties, there should be a built-in chatbot to provide 24/7 support.
Arguments en faveur d'un tableau de bord optimal des indicateurs clés de performance marketing
Les CMO et autres dirigeants d'entreprise sont de plus en plus contraints d'assurer une croissance supérieure à celle du marché. Pour exploiter les KPI marketing de manière cohérente et surpasser le marché
As the amount of data continues to increase and enhancements in artificial intelligence and other technologies become more mainstream, dashboards will become more customizable, scalable and voice-activated.
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