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Marketing Dashboards: Timing is everything

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The beauty of marketing dashboards is that they enable access to your data whenever you need it most. With that said, however, it is important to consider how often your audience will need or want to consult their data to make decisions and align data refreshes with this.

Executives or stakeholders who consult their dashboards for strategic purposes only will most likely need to access their data less often if they are making decisions with long-term impacts. On the other hand, teams that rely on operational or tactical data to make decisions on the fly, will need more frequent data updates in order to evaluate the success of new or ongoing campaigns. They’ll most likely be checking in at least once a day to search for anomalies or changes in performance that require immediate action. Be sure your data is updated at the frequency your audience needs to stay on top of key insights.

In addition, where your reporting platform provides you with the option of selecting the specific timeframe in which you wish to view the data, be sure to provide additional training to your team. Understanding how limiting timeframes may impact the lens through which you view performance can be critical to optimal data interpretation. For example, where users may look to understand campaign performance, be sure to educate them on the potential pitfalls of viewing results only within the scope of time for which the campaign runs. Doing so may either inflate results or fail to properly attribute longer-term impacts to your initiative.

So, are custom or operational timeframes the right fit for you?

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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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