If you have tried to help your clients look at their marketing and it's effectiveness, you may have tried to develop a dashboard that makes sense.nbsp; MediaPosts Metrics Insider says The Future Of The Marketing Dashboard is accountability and ease of use...
"Fully 60 % of the marketers we polled currently use three or more dashboards to track outcomes like advertising effectiveness, Web site activity and sales/sales leads (in order of importance). And while nearly one-half of marketers reported updating their dashboards on a daily or weekly basis, their biggest complaints remain: 1) getting timely data from vendors' systems; and 2) receiving too much data to glean useful insights. So in order to fulfill my prophecy, it's apparent that dashboards need to become both faster and leaner tools for marketers."
Category | Example metrics / questions answered |
Reach | How many people were exposed to messages about my brand? What portion was in my target market(s)? What is my share of voice? How does my marketing spend compare to rivals? |
Brand | What impact is advertising having on awareness, familiarity, favorability, consideration and purchase intent? How satisfied are customers? |
Behavior | How many people are in-market for my category? What other products are they cross-shopping? What information sources/Web sites are they using? What portion of in-market shoppers purchase and where? What portion of customers are considering rivals? |
Momentum | What is my social media share of voice? What sites/blogs/forums are the most active for my category? What % of posts are positive vs. negative sentiment? |
Under the momentum header you see that this is focussed on Social Media, you could easily change this to Radio, Interactive, Television, Print, E-mail amp; Mobile Text Campaigns with appropriate questions for each catagory.nbsp; Sit down with your clients and analyze what they want to accomplish before the campaign (cross reference it with the EFS formula to get expectations managed and reasonable ROI defined) and after to judge what you have accomplished with them.