Marketing Dashboards are used to present essential KPIs(Key Performance Indicators) and metrics through Data Visualization. It lets the organizations take a step back and analyze their performance to accordingly devise steps to improve the efficiency and effectiveness of business operations. Marketing Dashboards achieve this by pulling data from a large number of sources in real-time. Tableau Marketing Dashboards are campaign performance dashboards and a good example of the solutions you might be looking for analyzing and optimizing your Marketing campaigns.
This article talks about Tableau Marketing Dashboards in detail. It explores key points like the need for Marketing Dashboards, the key templates that you can use for your specific needs. The article wraps up with the most successful Marketing Dashboard Practices to stay ahead of the competition.
Table of Contents
What is Tableau Marketing Dashboard?
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Tableau is a powerful and intuitive analytics platform that helps unify your Marketing data into a single location and analyze it to gain invaluable actionable insights regarding your social media presence, website performance, customer journeys, digital media spending among others.
Tableau Marketing Dashboards provide support to the Marketing teams that are trying to incorporate data-driven decision-making in their daily routines. Although Marketing Dashboards play an integral role in Marketing Analytics, about 70% of digital transformation initiatives are axed due to their inability to produce results.
The reasons range from reliance on old data that renders the insights generated irrelevant in the current context, to utilizing obsolete Marketing Dashboards that failed to keep up with the current Marketing strategies and technologies. Therefore, it is important to understand the importance of utilizing your customer data effectively and relying on Marketing Dashboards that undergo constant updates to keep you on the top of your game, like Tableau Marketing Dashboards.
Understanding the Importance of Marketing Dashboards
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The main purpose of building a Marketing Dashboard is to make the customer data available to everyone in a company in an easily accessible location, without having to rely on advanced coding knowledge to draw important insights from it. Having instant access to data, allows managers to make better decisions and align the workflow accordingly. Marketing Dashboards help you give satisfactory answers to several questions that hold the key to gaining a competitive edge. Here is a glimpse at the kind of actionable insights that you can get from a Marketing Dashboard:
- Online channels generate the highest number of quality leads.
- Comprehensive comparison of Marketing performance against the performance of your competitors.
- Consistent maintenance of all privacy and compliance measures can be ensured to safeguard the customer data.
- Budget allocations to paid search investments each quarter.
- The presence of enough resources to procure customer insights that justify the spending on the Analytics pipeline can be determined. You can also use the Marketing Dashboards to successfully demonstrate the value of putting all this together.
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Key Stages in the Marketing Funnel
The key stages in the marketing funnel are as follows:
- Consideration
- Awareness
- Conversion
- Retention
This section will elaborate on all these stages to help you get a better understanding:
Awareness
The first step of the marketing funnel is brand awareness. This elicits how you aim to garner interest for your website or bring leads to your company.
Tradeshows, webinars, and collaborating with partners are pivotal for any company’s marketing efforts. The Marketing Campaign Activity Calendar has all this information neatly organized, date by date. A really cool feature in Tableau is the ability to leverage maps since the emphasis on the “visualization” part of data visualization is taken pretty seriously.
Consideration
Now that you’ve spent money on your marketing efforts and are past the brand awareness stage. At this stage, Tableau’s role shifts from brand awareness analysis to analyzing leads that have come in for the Consideration and Conversion stages of the marketing funnel.
Leads are pivotal in marketing, not just from a sales standpoint, but also for tracking the company’s progress. Tableau can also combine data from multiple sources irrespective of whether your business needs Excel sheets, Salesforce, or a bit of both.
Conversion
In the Conversion stage, you are really looking to dive deeper into the purchase process. This is necessary to understand a couple of things, specifically, where do users drop off within this process and how could you retain them. This means examining potential pain points customers might be experiencing that are blocking them from completing a purchase.
Although these variables might seem like trivial details, they serve as food for thought as you consider moving your customers through the funnel and can even be easy fixes in accomplishing that goal.
Retention
In the final stage, you are looking at repeat customers. These customers are the ones that keep returning to make purchases. Here in this stage, the questions can be regarding the number of visitors that classify as repeat customers and the pages they choose to visit. Asking what the repurchase rate is can also be quite telling, since your primary focus is to get customers to keep coming back for your products, after all.
Is Tableau Used For Marketing?
Tableau can be the go-to solution for Modern Data-driven Marketers. It allows Marketers to unify data from various Marketing Data Sources such as Social Media, Advertising, Customer journey platforms & more and create a Marketing Single Source of Truth. Marketers can then run intuitive & advanced Marketing Analytics to generate & see insights that matter the most. Its drag-drop Dashboarding allows creating reports in minutes without the hassle of writing code.
Understanding the 5 Key Tableau Marketing Dashboard Templates
Tableau Marketing Dashboards provide simple and elegant visualizations of several key metrics and KPIs. With the help of constant monitoring of these metrics, the performance of the Marketing campaigns can be greatly improved.
Here are a few key Tableau Marketing Dashboard Templates to get you started:
- Digital Marketing Dashboard
- eCommerce Marketing Dashboard
- Social Media Dashboard
- Website Performance Dashboard
- Email Marketing Dashboard
1. Digital Marketing Dashboard
This Tableau Marketing Dashboard is used to account for the performance of your business’s online Marketing activities/initiatives. With the Digital Tableau Marketing Dashboard, you can monitor your campaigns in real-time. This enables you to make informed decisions regarding budget allocation.
To ensure efficient operations, you need to take multiple metrics into consideration spanning across diverse channels like advertising, social media, website, email Marketing to name a few. The primary focus of this data is Lead Generation and showing marked progress concerning the Web Analytics and Lead Generation metrics.
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2. eCommerce Marketing Dashboard
eCommerce Tableau Marketing Dashboard acts as a pit stop for data aggregation impacting your company’s budget, decision-making, and daily activities. For this Tableau Marketing Dashboard, based on your objectives, you can decide what you are trying to track with an eCommerce Marketing Dashboard. These could be Web Traffic Sources, Cost per Lead, Return on Marketing Investment (ROI), ARR (Annual Recurring Revenue), MRR (Monthly Recurring Revenue), Customer Retention Rate, Customer Churn Rate to name a few.
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3. Social Media Dashboard
This Tableau Marketing Dashboard highlights the relation between the website and social media performance, by evaluating the success of your social media campaigns. Social media has emerged as one of the most integral Marketing channels, which means that Marketers need to influence larger Marketing objectives through their social media strategies.
The metrics and KPIs measured in this Tableau Marketing Dashboard are Traffic Sources, Social Interactions, and Goal Completion Rate.
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4. Website Performance Dashboard
This Tableau Marketing Dashboard keeps a track of website performance in real-time keeping in mind your Marketing objectives that focus on an in-depth view of your website performance spanning multiple timeframes.
You can track metrics like Page Views, Unique and New Visitors, Bounce Rates, Referral Traffic, Traffic Sources, and Online Conversions in this Tableau Marketing Dashboard. Web Analytics is a broad field that can be used in multiple contexts like SEO, social media, Digital Marketing, user experience, eCommerce.
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5. Email Marketing Dashboard
In this Tableau Marketing dashboard, the key metrics highlight the ROI and performance of your email campaigns. You can work on constantly refurbishing your campaigns to improve their efficiency and effectiveness by monitoring these metrics in real-time.
Email Marketing continues to be a dominant player when it comes to engaging your subscriber audience consisting of both customers and prospects. The central idea is to share content that is relevant, engaging, and adds some sort of value for the reader. By adopting a data-centric approach you can gain a deeper understanding of the type of content that your customer base is generally looking for when they come across your website.
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Best Tableau Alternatives
Sisense
Sisense is known as a Business Intelligence software that allows you to offer market insights and analytics solutions for small to enterprise-level businesses. Sisense allows users from a non-technical background to combine multiple data sets, create data visualizations, customize dashboards, and share them with other users.
The Data Visualization features of Sisense consist of a vast variety of widgets, such as pie charts for a clear comparison of findings and line charts to ascertain the trends.
GoodData
GoodData offers Cloud-based Big Data Solutions to companies within any industry. GoodData’s platform is a reliable, scalable, and secure method of analyzing large datasets. It can be useful for companies looking to gain insights into sales, marketing, and customer service performance. GoodData’s platform can work with any data source and is able to analyze, store, share, and visualize data sets. The platform’s visualization and data reporting features are customizable and user-friendly.
Domo
Domo allows users to see real-time data using a single dashboard that is easy-to-use and visually appealing, allowing businesses to take informed actions based on the insights gained. Users can also combine various data sets with standard SQLs, or they can also build their own models combining cloud and local data.
Grow
Grow allows businesses to become data-driven and propel their growth through the use of simple dashboards. The data dashboards supported by Grow are a simple way to blend and unite scattered data from hundreds of sources that include databases, spreadsheets, and SaaS applications. Grow can integrate with tools like Quickbooks Online, Salesforce, HubSpot, Shopify, and Salesforce to name a few. Grow’s data consultants allow users to implement the data dashboard and solve any unique circumstances that might show up.
Qlik
Qlik Sense is Qlik’s next-generation platform for self-service-oriented analytics. Qlik offers support for a full range of analytics use cases including self-service exploration and visualization, guided dashboards and apps, mobile reporting and analytics, embedded and custom analytics, all within the multi-cloud architecture.
Looker
Looker is known as a unified platform for data that delivers actionable business insights to all the employees at the point of decision. Looker integrates data into the daily workflows of users that allows organizations to extract value from data at web scale.
HubSpot
HubSpot allows you to build custom reports and dashboards in seconds to answer even your most complex questions by seamlessly connecting your CRM contact, deal data, and company along with your marketing, service, and sales data.
Marketo
Marketo provides lead management software, landing page tools, inbound marketing solutions, behavior tracking, customer analysis, multi-channel campaign management, engagement marketing, CRM integration, and landing page tools to help companies generate more revenue with less manual effort.
Understanding the Best Marketing Dashboards Practices
To create effective Tableau Marketing Dashboards and put them to use, you need to follow a few strategies to help you gain a deeper understanding of the Marketing funnel and clarity on the areas that can be improved for better efficiency. Here is a list of successful practices to keep into mind before you deploy Tableau Marketing Dashboards into your Analytics pipeline:
- Focusing on Important KPIs: Direct your resources to develop a KPI Dashboard that keeps track of your Marketing performance against your chosen metrics. This allows everyone- from campaign managers to analysts to look at the bigger picture when the KPIs are being approved by the company leadership. A KPI Dashboard also highlights Multi-Touch Attribution from Marketing to down-funnel Sales or opportunities. This can then be used by the Marketing department to justify spending on an Analytics pipeline tracking specific KPIs based on the business impact.
- The flexibility of Interaction: Well-designed and intuitive dashboards go a long way in discovering new insights based on customer, partner, product(s), competitors’ data. A key skill in a Marketer is curiosity. A Tableau Marketing Dashboard helps provide different ways to change an existing perspective which in turn allows Marketers to be more efficient. Choose a Marketing Analytics platform that offers maximum flexibility of interaction with data. This can be tested through the number of filters offered as a component of the Marketing Dashboard. The more business operations targeted by these filters, the better.
- Focus on Self-Service Analytics to Answer Repetitive Questions: To save valuable time and efforts on oft-repeated questions faced by Marketers you can invest in an automated dashboard that takes care of questions like- topics most popular in posts, page views received by the blog over the months. This allows the Data Scientists and Analysts to spend more time on challenging questions to come up with undiscovered insights.
- Focus on Creative Usage of Data and Design Thinking Applications: You can use the Design Thinking Model as espoused by Hasso-Plattner Institute of Design at Stanford when building a Marketing Dashboard. You need to understand the need for a Marketing Dashboard from the point of view of your stockholders’ which gives you a better idea of the problem that you are trying to solve. Using Tableau Marketing Dashboards give dashboard creators the right tools to build them quickly, collect feedback from this dashboard, and devise a new version based on the feedback in no time flat. This lets you measure the impact of various Marketing campaigns and strategies, saving valuable time and effort in the process.
- Explore Enterprise Collaborations: Tableau Marketing Dashboards can be used to look at uncharted territory to unearth any possible insights regarding super users, problems faced by customers, or new opportunities for targeted Marketing. Don’t shy away from looking at third-party sources. These might just be the deciding factor when it comes to competitive edge. Sources like free government data sources; Web Scraping technologies like R, Python; statistics provided by industry authorities; and Ad partner data from companies like LinkedIn, Facebook, Google could be good places to start. While you are at it, look at opportunities for cross-team collaboration. This might just lead to important discussions, the discovery of insights, and reveal key opportunities for teams like Sales and Marketing to band together to act on data.
Conclusion
This article covers the various essentials of Tableau Marketing Dashboards while highlighting the importance of Marketing Dashboards and a few handy templates to get you started on your Marketing campaign. The article ends with a few recommended strategies to be used as stepping stones to improve the efficiency of your business operations.
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Amit is a Content Marketing Manager at Hevo Data. He enjoys writing about SaaS products and modern data platforms, having authored over 200 articles on these subjects.