Analytical dashboards are part of a marketer’s job, as they allow them to quickly respond to changes in the marketing environment, identify trends, determine promotion channels, and evaluate the ROI of marketing campaigns. Without an analytical dashboard, a marketer faces the risk of wasting time analyzing information manually. Losing time means missing opportunities to improve advertising efficiency or change the direction of an advertising campaign.
Among the main tasks for which an analytical dashboard serves, it is worth highlighting:
Monitoring metrics. Allows you to track metrics such as conversion rate, traffic, advertising costs, revenue, number of generated leads, and others. This helps the marketer evaluate the effectiveness of marketing efforts and quickly respond to changes.
Audience segmentation. The dashboard helps the marketer conduct a detailed analysis of the target audience, identify promising segments, and study their behavior to create targeted marketing strategies.
Marketing campaign evaluation. Evaluates the effectiveness of a complete list of unit mobile number database each marketing campaign, determines successful promotion channels. This approach allows you to change the strategy in case of inefficiency and increase the ROI of marketing efforts.
For example, on a Google Analytics page, you can track the number of visitors over the past week or month. This is a version of a dashboard with current traffic.
Dashboard Features
A dashboard is a special tool that provides information to the user in a convenient form using data visualization. The advantages of using the tool:
Visual representation of data. Graphs, charts, tables help to quickly assess the current situation and identify general trends. Visual representation of data makes the analysis process more understandable and accessible even for specialists with little experience in analytics.
Ease of perception of information. The user can quickly understand the essence of the information and highlight important points without having to study large volumes of text.
Ability to track the dynamics of indicators. Graphs and charts help to clearly show changes over time, which allows you to identify tendencies, trends and predict future developments.
Quick data analysis. The dashboard allows you to quickly analyze information, compare indicators, identify errors and problematic issues. This saves time and allows you to make informed decisions based on up-to-date data.
Ease of decision making. Dashboards provide all the necessary information on one screen, making it clear and understandable. Therefore, marketers and managers can quickly assess the situation and make informed decisions.
However, it is worth considering some of the disadvantages of this tool:
It takes time and resources to create and customize. You need to properly prepare the data, choose the right tools to visualize the information, and customize all the dashboard elements to suit the needs of the users.
Skills in working with analytics tools are required. Working with a dashboard requires skills in analytics and mastery of special tools for data visualization. Not every employee of the company can independently create a high-quality dashboard, so training and education of personnel is necessary to use the tool.
It can be difficult to display all the data you need. Sometimes you have to make choices about which metrics to include in your dashboard to avoid information overload and maintain readability.
Thus, the use of dashboards in data analytics has both positive and negative sides. It is important to approach the creation and configuration of the dashboard correctly, taking into account the needs of users and the purposes of use. With the right approach, dashboards can significantly facilitate the process of data analysis and decision-making, increasing business efficiency.