In today’s competitive marketing technology landscape, marketers have access to more channels and methods than ever before. The digital space alone provides opportunities for your business to grow through SEO, PPC advertising, email, social media, content marketing and more.
However, selecting your channels and planning how to distribute investment across them is only half the journey. To ensure your marketing efforts are truly delivering ROI, you need to gather data and measure results.
One of the most effective ways of doing this is with a marketing analytics dashboard - a single location where you can track all of the most important metrics for your business. This offers vital insights into how you are performing against your KPIs.
Here are some of the key components you might want to include in your dashboard to get an in-depth picture of your digital marketing ROI.
Effective SEO is vital if your business wants to move up the search engine results pages and increase the amount of traffic coming onto your website.
You’re probably already using a range of SEO tactics, such as publishing regular, unique content, doing keyword research, and optimizing page headings, meta descriptions and URLs.
But how do you determine whether or not these methods are delivering results? By incorporating SEO into your marketing analytics dashboard, you can see a clear, regularly updated picture of how your website is performing in search.
The display can give you easy access to some of the most important SEO metrics, such as organic traffic, how many times you appear in search and which key phrases are being searched to find you.
Web analytics is a crucial part of understanding how your various pieces of online content and digital marketing assets are performing. Through web analytics, you can gain insights into the user experience and a stronger understanding of your customers and what appeals to them.
Key web analytics metrics you can access through a marketing dashboard include:
- Sources of incoming traffic
- Interactions per visit
- Average session duration
- Page views
- Bounce rate
This sort of data is a vital part of measuring your company’s performance against its goals and KPIs. If you have set a SMART goal such as; Increase search engine traffic to our blog by 10% over the next three months, web analytics will give you the information you need to measure progress towards that objective.
If your business is heavily (or entirely) reliant on ecommerce, a lot of the vital information you need to track results from your marketing activity will be in digital form. Consequently, there is a lot of value in having a single analytics dashboard that can present all the data you need in one place.
The ecommerce section of your dashboard can display various vital metrics for this area of your business, such as:
- Average order value in a given period
- Product page visits
- Average revenue per buyer
- Total revenue
- Sales completion rates
You could also have the option to set up dedicated dashboards to track specific ecommerce marketing campaigns.
With social media playing an ever-more important part in digital marketing as a whole, it’s vital that businesses are taking a detailed, scientific approach to tracking their marketing performance on the likes of Facebook, YouTube and Twitter.
There are many metrics to track in the social media space, such as:
- Post views
- Post engagement
Armed with this information, you can get a clearer idea of how your social media marketing efforts are performing, what sort of content is delivering the strongest results, and where you need to make some changes.
There are some very specific metrics you need to focus on to evaluate your ROI from email marketing, from contact list growth and open rates to click-through percentages and the number of leads generated.
It’s impossible to deny the power of email when it comes to reaching a wide audience and cultivating positive relationships with customers, but without gathering this sort of data you’ll be unaware of how effective it is.
With a well-structured, user-friendly and relevant marketing analytics dashboard at your disposal, you can stay fully informed on how email - and every other element of your digital marketing mix - is performing.
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