3 Examples of Cross-Channel Marketing Dashboards
Today’s marketers are a bit like matchmakers. Not only is it their job to match their target consumers with the products and solutions that best meet their needs or wants, they’re also responsible for matching their consumer segments with the content, messaging, creatives, offers, and calls to action that best resonate — across all the platforms and channels their audiences are on.
For the most intelligent, efficient, and impactful campaigns, marketers need to measure and analyze their results to facilitate continuous improvement and optimization. To do so, marketers must connect the dots across a number of marketing tools, reports, and KPIs. This can be difficult in a world that’s constantly evolving and defined by the speed of the customer. As a result, modern marketers are shifting from manually created, static reports to marketing intelligence solutions that offer real-time dashboards, insights, and alerts across all channels, tools, and audiences.The following three dashboard examples show how marketers are connecting their data from different sources into one unified view to improve their campaigns and optimize the customer journey.
Cross-Channel Performance and Trends
The executive overview dashboard example provides a unified view of top KPIs, such as spend, sales, ROI, and web traffic. This top-level, real-time view captures key metric performance at the campaign level and across various channels. It also allows you to compare multiple campaign performances side by side, with the option to dynamically drill down into further details. It includes a nice balance between high-level results with supporting detail, which is perfect for the executive level.
Marketing intelligence dashboards also reveal cross-channel performance and trends for marketers to easily view sales volume, engagement, and web traffic across all key channels. For further insight, marketers can compare spend with conversion to measure and optimize ROI. Finally, comparing the performance of a campaign’s creatives and offers allows marketers to understand what tactics best resonate with their target consumers. Tracking these metrics and analyzing performance with real-time data provide the knowledge needed to make changes and optimize campaigns in-flight.
One of the most unique benefits of marketing intelligence is the power of AI. AI is used to not only help connect different data sources – it surfaces deep insights that marketers can act on across all channels, tactics, and targets to maximize future engagement, sales, and conversions.