Now that we all know what is going right with active campaigns and where the tracking could be used for slight improvement, let’s look at how an enterprise can search into action with the help of a marketing metric dashboard. Though automating marketing data is the goal, it is also essential that one does this process manually first to ensure a good understanding of precisely what exactly needs to be automated. As we emerge in the age of analytics, having loads of data isn’t the same as having a lot of information one can act on.
For example, checking out the page clicks and visitor count can be fun, but those numbers don’t always tell about getting more ROI out of the next marketing campaign. Experts say that setting up a marketing metrics dashboard, whether in a standalone business intelligence app or directly inside your marketing automation software, makes the deal a lot easier to decode the data and use analytics effectively. So if and when setting up a marketing metrics dashboard for the first time, make sure to have these five metrics on the list:
1. Traffic sources
These sources report tells about the visitors. Who and from where they are coming to the website is an important aspect. It is one of the best features to use and determine the value of every marketing campaign. It is believed that these source’s reports can vary from one another depending on the tool an individual is using. However, in general, an individual can expect a piece of information to include traffic; it can be from organic search, referrals, social media, email marketing, paid search, direct traffic, and offline sources. This metric is known to help in improving marketing in several areas. The organic search data will eventually show which keywords, social media platforms, and email campaigns drive the most traffic to a particular site. After you start spotting patterns, you can improve the messaging across the board.
2. Social media reach
Most organizations get hung up on expanding their social reach for more followers. Here the followers must become loyal, interact with the brand, and respond to every CTA. Every digital marketing metrics dashboard includes a social media metric that displays the traffic generation activity from week to month. Whenever there is a bump in views or traffic, analyze what you did differently for that week. For instance, what types of messages receive more and more traffic? Or what topics are popular? Always keep proper track of this information, and use it more and more to improve your social media strategy.
3. CTA – ClickThrough Rates
After reading the content, the next step is to take the call to action (CTA) by clicking. The number of people who clicked on CTA is the click-through rate. This metric tells about how many times each CTA was viewed and clicked on and how often those clicks and views lead to further action, triggering, or signing up for an additional subscription as a result. No information will make sense if one doesn’t act on it. So always aim to look at the highest conversion rates and determine what leads to success. Whether it’s the formatting? Placement? Copy? Always ensure to keep an eye on this metric and adapt to improve all CTA messages eventually.
4. Bounce rates
The bounce rate is the percentage or number of visitors to a particular website who successfully manages to navigate away from a site after viewing only one page and should change over time. It is more crucial if individual steps improve social media reach, traffic, and CTA messages. If you see a dip or massive spike in the bounce rate at any point in time, minutely look at what’s happening with your piece of content on that specific day. A higher bounce rate could mean the content needs updating or the blog post topics do not align with your ongoing organic search trends. In general norms, a low or high bounce rate doesn’t necessarily always give the whole picture. So a sudden change in this metric means start digging around to see what traffic trends it
5. Progress to the goal can be both quarterly or monthly
If you get caught up too much in the day-to-day or week-to-week metrics, do not forget to keep an eye on the monthly goal progress to show if small changes add to the overall success. One can also use this metric to compare goals from one month to another month to see how minute changes impact a marketing strategy in the long term. Of course, it would eventually become a habit to act and review these metrics every week but keeping an eye on the marketing metrics dashboard and adapting on time needful strategies makes one more agile marketer and a profitable department.
For high-level goal-setting (and reaching), you need to consider more qualitative and quantitative data than a dashboard can offer. You need to look at your projects and your budget and make sure that your measurement system tells the whole story of your organization’s strategy.