marketing dashboards

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Dashboarding Chris Sietsema March 1, 2010

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Creating a marketing dashboard for the purpose of presenting data in a manner that is easy to understand and act upon. Presented at an agencyside workshop in March 2010.

TRANSCRIPT

Page 1: Marketing Dashboards

DashboardingChris Sietsema

March 1, 2010

Page 2: Marketing Dashboards

What We Will Discuss

• Visual Design

• Technology

• Maintaining & Delivering Value

Page 3: Marketing Dashboards

Why Use Dashboards?

• Organize Important Information…for speedy interpretation

• Make Decisions Easier

• Maintain / Increase Client Confidence

Page 4: Marketing Dashboards

A Common Issue

• Are you satisfied with your current approach to measurement?

ISITE Design 2010 Web Strategy ReportSurvey of 268 Organizations

Page 5: Marketing Dashboards

Not More Data.Rather, The Right Data.

Page 6: Marketing Dashboards

Three Elements

1. Visual Display

Page 7: Marketing Dashboards

Three Elements

2. Single Page / Screen

Page 8: Marketing Dashboards

Three Elements

3. Most Important Info

Page 9: Marketing Dashboards

Dashboards Can Also Be…

• Bi-Directional

• Alert Generating

• Always On & Online

Page 10: Marketing Dashboards

Common Problems

Page 11: Marketing Dashboards

Too Much

Page 12: Marketing Dashboards

Poor DisplayPoor Display

Page 13: Marketing Dashboards

Poor or Confusing Math

Page 14: Marketing Dashboards

The Human Brain

Page 15: Marketing Dashboards

Short Term Memory

• One Screen, No Scrolling

7 ± 2

Page 16: Marketing Dashboards

Visual Encoding

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE

EXPERIENCE OF YEARS

Page 17: Marketing Dashboards

Visual Encoding

HOW MANY

F’S

Page 18: Marketing Dashboards

Visual Encoding

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE

EXPERIENCE OF YEARS

Page 19: Marketing Dashboards

Visual Encoding

Page 20: Marketing Dashboards

Careful Balance

PrettyINFORMATIVE

Page 21: Marketing Dashboards

The Dashboard is a Utility,Not a Piece of Art.

Page 22: Marketing Dashboards

Placement & Orientation

1 .1 .2 ^

2 ^

2 2

3 311

Page 23: Marketing Dashboards

Creating Your Dashboard

Page 24: Marketing Dashboards

What’s the Goal?

• Corporate– What is the business objective?– “We Need to Accomplish X”

• Personal– How is your primary contact measured?– “If we do Y, I get a bonus!”

Page 25: Marketing Dashboards

Beware of HiPPOsBeware of HiPPOs

“Highest Paid Person’s Opinion”

Avinash Kaushik – Occam’s Razor

Page 26: Marketing Dashboards

Select Metrics Carefully

Transactions

Traffic

Bounce Rate

Clickthrough Rate

Sentiment

Revenue per Recipient

AOV

Sales Revenue

Cost Per Lead

Market Share

Top 10 Products

Most Productive Keywords

Page 27: Marketing Dashboards

Focus on The Finish Line

Page 28: Marketing Dashboards

Assign the Appropriate Display

Page 29: Marketing Dashboards

Bar Graphs

• Multiple measure comparison• Allows for clear visual comparison of data• Nominal, Ordinal & Interval comparisons

Page 30: Marketing Dashboards

Bar Graphs

• Stacked bars allow for contrast between parts of a whole

• Requires less real estate than pie charts• Example above is an ordinal comparison

Page 31: Marketing Dashboards

Line Graphs

• Show historical data• Greater detail than bar graph for timelines• Displays movement of data

Page 32: Marketing Dashboards

Bullet Graphs

• Actual vs. Target Measurements

• Key measures can be compared

• Saves space while conveying the point

• Many prefer to gauges

• http://bit.ly/bulletgraph

Page 33: Marketing Dashboards

Scatter Plots

• Defines correlations between data sets• Helps answer the question, “is there a

relationship between these values?”

Page 34: Marketing Dashboards

Choose Your ToolChoose Your Tool

Page 35: Marketing Dashboards

Tools

• Google Analytics Custom Reports

Page 36: Marketing Dashboards

Tools

• Off the Shelf Tools

Page 37: Marketing Dashboards

Tools

• Off the Shelf Tools

Page 38: Marketing Dashboards

Tools

You don’t have to be a

Page 39: Marketing Dashboards

Tools

• Google Charts (requires developer)

Page 40: Marketing Dashboards

Final Steps

1. Create

2. Maintain

3. Get Feedback

4. Continuously Improve

Page 41: Marketing Dashboards

Questions?

• Chris Sietsema

• @sietsema• linkedin.com/in/sietsema• 480.389.5435

Page 42: Marketing Dashboards

Slide-ography

• 6 | Owl - EraPhernalia Vintage on flickr Creative Commons• 5 | Television – dailyinvention on flickr Creative Commons• 8 | Important Bench – Valerie Everett on flickr Creative Commons• 10 | Sample Dashboard from Information Dashboard Design by Stephen Few• 11 | Pm5d mixing board from Yamaha Audio• 12 | Crayon Drawing – mpclemens on flickr Creative Commons• 13 | Sequent calculus for classical linear logic on Wikimedia Commons• 14 | Brain – perpetualplum on flickr Creative Commons• 20 | Scale of Justice on Wikimedia Commons• 23 | VW Dashboard – jepoirrier on flickr Creative Commons• 25 | Hippo – Giles Douglas on flickr Creative Commons• 27 | Checkered Flag – tharrin on flickr Creative Commons• 34 | Tools – denise carbonell on flickr Creative Commons• 36 | Olympic Dashboard – iDashboards• 37 | Product Tour Dashboards – Tableau Software• 40 | Sample Dashboard from GilliganOnData.com