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Marketing dashboards that speak YOUR language

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At Sweetspot, we believe the only way to deliver data to your audience is in their unique language. But what do we mean by this? In our last post on dashboard tips we mentioned: the audience as one of the key factors that go into dashboard creation. This may seem obvious, but when it really comes down to it, if we don’t carefully consider exactly who the audience is and what matters most to them, then we won’t be able to deliver effective reports.

Think of it this way:

Would the CMO need to know how many website impressions were generated by specific display campaigns?

OR

Would (s)he prefer to know if the team is on track to meet their conversion and ROI goals?

Consider the needs of your audience and metrics that help them answer “How are we doing? And are we on track to meet our goals?” Different stakeholders or business users will be focused on varying objectives, making it vital to understand the performance metrics that speak to those individuals before developing and distributing reports to them. Rather than designing large departmental or company-wide dashboards, divide this information into dashboards that can be delivered to specific teams or individuals, each containing only the data that is aligned with their specific goal.

Dashboards are designed to help viewers establish an effective strategic decision-making process. By clearly defining goals, viewers are able to quickly monitor their progress at any time to make sure they are on track to meet their most important objectives.

So, do your dashboards speak your audience’s unique language?

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Lenke Harmath

Sweetspot Specialist, graduated with Marketing and Advertising degree at Budapest Business School, Hungary. Interested in digital analytics, project management and interpersonal communication.


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