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.
The Executive Overview
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 performance side by side, with the option to dynamically drill down into further details. It’s includes a nice balance between high level results with supporting detail, which is perfect for the executive level.
Cross-Channel Performance and Trends
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.
Cross-Channel Insights
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.
Marketing intelligence dashboards like these provide one unified view of your data, campaign performance, and business impact. They enable marketing matchmaking at its best – across various segments, channels, and content. Whether your marketing objective is to attract, retain, or engage consumers, this approach is important to developing a sustainable relationship with your audience. If you’re ready to learn more, sign up for a Datorama, a Salesforce company, demo at datorama.com or check out our recent case study from Ticketmaster.
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