5 Keys to Building a Marketing KPI Dashboard

Why use a dashboard to build marketing reports?

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What’s the difference between a dashboard and a comprehensive marketing report?

The depth in which you display information to your audience. A dashboard acts as a quick-hitting benchmark of performance. With dashboards, your audience typically only pays attention to a few key highlights. A full-on report is a much more comprehensive and formal way to convey information.

Building a KPI dashboard may not replace the need to create a well laid out Powerpoint presentation for your company or clients. But it is a great way to find quick answers to your most pressing questions.

Our downloadable checklist can be used to help you build both a dashboard and a marketing presentation. How’s that? Because when done right, they both operate on the same concept:

Identify the audience for your report, provide them with the information that matters most to them, and draw conclusions that allow them to take action.

Download our KPI Dashboard and Reporting Checklist - https://www.jeffalytics.com/marketing...

How to build your marketing KPI dashboard and reports

Section 1: Understand who your reporting audience is and what information are they seeking.

Step #1: Identify the team members who will receive reports or have access to your KPI dashboard

If you want your marketing reports to get noticed, then your reports need to speak your audience’s language and provide your audience with data that will allow them to make decisions.

Identifying who receives your report will have a lot to do with defining which information you build into your reporting dashboard.

Write down the names and roles of the team members receiving your report, so that you can focus your reporting on their needs.

☐ My audience for this report includes: ___________

Step #2: Know your audience’s or organization’s primary goal
What’s the number one performance indicator your report needs to explain? Identify the metric that matters most to your audience before you start building your dashboard.

Your audience’s primary goal needs to be the centerpiece of your reporting.

☐ My audience’s primary goal is to ___________

Step #3: Define your reporting objectives

Define why you are delivering your report and what you need your dashboard to accomplish before you start putting together any material. Outlining your reporting objectives will help keep your report focused on information that will allow your audience to take action.

☐ Write out your reporting objectives before you start creating your dashboard.

Step #4: Identify the KPIs that need to be in your dashboard
Based on your audience’s primary goal and your objectives, which KPIs need to go in your report?

☐ Identify the KPIs that need to be in your report.

Pro Tip: Make sure the KPIs you choose for reporting are relevant to your audience’s primary goal, and that they help support your reporting objectives.

Section 2: Locate and organize the KPIs for your report

Identify the data source for each KPI in your dashboard

Determine where each metric you need is located, so that you know which marketing systems you need to access to build your dashboard.

☐ My organization’s KPIs can be found in the following systems:

Section 3: Which platform will you use to build your KPI Dashboard

Recommendation: If you don’t have a reporting tool in place, we highly recommend using Google Data Studio.

☐ Step #1: Build your KP Dashboard in Google Data Studio

To start building your KPI dashboard in Google Data Studio, follow these steps:

Read full article: https://www.jeffalytics.com/marketing...