Simple dashboard template for tracking B2B Marketing metrics
Ask most B2B Marketers about their top line tracking priorities and a near universal consensus is likely to zero in around 3 KPIs-New unique visitors, Leads and Conversions. However, the consensus pretty much ends here. While the desire to visualize consolidated information on these digital marketing metrics is ubiquitous, there remains a broad disagreement around the actual look and feel and content of such dashboards. The Digital Marketing dashboard framework introduced in an earlier post goes some way in aiding the design of such dashboards and ensuring output alignment with key audience goals.
In this post, we present a dashboard template for Executive reporting in B2B Marketing. Intended audience here is Executive Management whose information needs require summarized business performance overview with the ability to drill down to lower levels so as to be able to guide operational analysis in the right direction. This dashboard has been built using Tableau with anonymized data from one of our clients
Section 1-Performance Summary
This is the first section of the dashboard and presents KPIs for each service offering. The obvious question here is how do we segment out the metrics for specific offerings? There are a number of ways of building this segmentation but for this scenario, we use keywords used (both organic and paid search and also nature of introducing affiliate links) for segmenting New Visitors. For Leads and Conversions, appropriate tags were put in form submissions to include a service code. Leads were further de-duplicated to an individual level in that if the same person downloads multiple product sheets or registers for a product webinar then it is classed as one single lead. Conversions pertain to all conversions that involved any Digital Channel.
Section 2-Targets vs. Actuals comparison
Good dashboards are all about visually indicating how Marketing is moving the needle. We rarely build dashboards that present performance snapshots without any comparison to expected output as such information has almost zero utility from an optimization perspective. There are a number of ways of developing performance targets and two of the most common methods we use in our practice include trend based forecasting (predicting based on past trends) and best case scenario (taking the best performance figure from past and adding certain weighting factors). The latter tends to be less accurate but much easier way of getting things off the ground especially in environments lacking data and analytics maturity
Section 3-Differential Comparison: Identifying culprits and performers for key Digital Marketing metrics
This section focuses on identifying key areas for deeper analysis using a technique we call Differential reporting. The idea is to leverage nifty visualization features in Tableau to provide visual signals on where further analysis needs to be directed. In the figure below for example, it can be seen that conversions for ‘Data Integration Services’ offering fell almost 50% from Jan to Feb and then again from Feb to March. Clearly then this particular offering area needs to be the focus of further analysis to better understand the trends. Drilling down into each of these cells shows which campaigns have been under performing giving clear, unambiguous direction to Analysis team on where to focus optimzation efforts.
The template structure outlined above has had a tried and tested run across multiple B2B Analytics engagements. With minor client specific customizations, the template has the capability to adapt to almost any reporting scenario that requires combining brevity with intrigue so as to provide a structured, goal driven framework for lower level reporting.