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Four essential steps to creating a B2B marketing dashboard - Econsultancy | #TheMarketingAutomationAlert

Four essential steps to creating a B2B marketing dashboard - Econsultancy | #TheMarketingAutomationAlert | tableaux de bord | Scoop.it
If you follow marketing and digital related blogs and news sites, then it won’t come as a surprise to you that marketing professionals and CMOs are expected to show how activity achieves business results.

 

Condensed...

 

Inbound marketing

I have included general traffic stats, conversions by campaigns, conversions by demographics, conversions by social or mobile channels (inbound source). By building an understanding of how the visitor behaves, and how they engage with your organization early on in the funnel, you will be able to use the insight to improve your communication and personalize how you present content.

 

Content performance

In this sector of the dashboard, you can get more in depth in understanding the impact the content has on your business. Display your top performing campaigns and content pieces and make sure that the view can also display demographics so that you can get an instant snapshot of who is engaging with your content, and which content generates the highest number of marketing qualified leads (MQL).

 

Generated business opportunities

The basic instep covers the following metrics:  total number of leads, total number of anonymous and known leads and total number of marketing qualified leads.

 

Make sure that you can slice these by region and/or industry, all depending on how your sales organization is set up. The metrics should match the interest of the person looking at the dashboard.

 

The next step is qualification, so the data might not be 'owned' by you anymore, but you will still benefit from being able to show how many of your MQL leads became Sales Qualified Leads (SQL).

 

The final graph that I would add to this segment of the dashboard is marketing’s contribution to pipeline revenue and display this alongside total pipeline.

 

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Corinne BILLON's insight:

Un peu de méthodo lorsque l'on part de ZERO !

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marketingIO's curator insight, October 28, 2013 10:19 PM

Another practical guide to building a dashboard. I think we all understand that one's dashboard is unique, but you need to start somewhere, and this article provides a nice launching pad.

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45 html Bootstrap Admin templates for website admin panel/dashboard

45 html Bootstrap Admin templates for website admin panel/dashboard | tableaux de bord | Scoop.it
bootstrap admin template time saver and easy to customize for Responsive admin dashboard. We have best html/css Responsive flat bootstrap admin template

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intéressant pour les analytics de site internet

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Make a Great Marketing Dashboard | Lead Views - a B2B Lead Generation Blog

Make a Great Marketing Dashboard | Lead Views - a B2B Lead Generation Blog | tableaux de bord | Scoop.it

In their entirety...

 

The following is a description of popular KPIs often found on marketing dashboards.

Conversion Metrics. This is a measure of campaign success. It’s defined typically as a ratio between the sum of reach-outs and visits to generated leads. In addition, the number of leads per channel can drive the allocation of resources to productive channels instead of ones that are not.Return on Investment (ROI). This campaign measure looks at success as a function of the overall investment. The formula is (Attributable Revenue – Campaign Investment) / (Campaign Investment) over a particular period of time.Incremental Sales. Each lead, win and failure has an impact on sales. The formula is Revenue Generated by Marketing Initiatives – Baseline Sales.Funnel. Marketers love this KPI because they can track the movement of prospects through different funnel stages (live, active, marketing qualified, sales accepted, sales rejected, closed sales). Other useful metrics can be tacked on to provide additional insights, e.g., time to move to the next funnel stage or percentage of leads leaving the funnel at each stage.Cost Per Lead. The formula is, very simply, Total Campaign Cost / Number of Leads Generated. Marketers use this to build a case for the expenditure of money and time. The overall goal is, of course, to minimize the cost per lead. If it’s too high, continuing the campaign cannot be justified.Engagement. This is a measure of campaign performance based on the number of unique opens, clicks and generated leads. Marketers use these metrics to optimize campaigns by adjusting content and call-to-actions (CTAs) to engender prospect responses.Social Media. This is the number of social media interactions over a period of time. Those interactions are defined as likes, retweets and +1s.Traffic Sources. This metric presents breakdowns of traffic by category and sources. A marketer is always interested in understanding the contribution from each source and the growth/decrease over a specific time period. This metric will drive marketers to probe deeply when needed and optimize as required.Organic Traffic. Instead of measuring organic traffic growth frequently, focus on the longer term picture, e.g., year-over-year (YOY) changes. This takes into account seasonality and provides a better overall measure of search engine optimization.Referral Traffic Growth. This metric should cover changes in referral traffic and referral traffic sources. A marketer should be able to use this to make decisions about optimizing inbound marketing sources, including third-party websites (other than search engines), social media platforms and partner websites.Cost-Per-Acquisition. This metric calculates CPA individually for each digital campaign and should reflect changes over the time period. This key metric for marketers is often used in management reporting to highlight the efficiency of marketing tactics.
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Corinne BILLON's insight:

Vraiment intéressant. Pour les marketeurs

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marketingIO's curator insight, February 11, 2013 8:08 AM

This is one of the better pieces of curated content that covers what you need for a marketing dashboard.


  • See the article at www.leadformix.com
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Trendsmap - Local Twitter Trends

Trendsmap - Local Twitter Trends | tableaux de bord | Scoop.it
Get ready for #SB48 with our #SuperBowl dashboard (top tweets, images, videos, links) http://t.co/0wWG5dFiEK http://t.co/bd7cfwJdYc
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derniers chiffres Twitter

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How to make a good looking Excel Dashboard - Part 1: Introduction

This is the first in a series of videos where I'm going to show you how to make a decent looking dashboard in excel. Please feel free to rate, comment or sub...
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Et si en plus le tbb est attractif !

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Excel Dashboard Pro Quick Tutorial

Excel dashboard video from MrDashboard.com: Watch this quick case study and tutorial for creating customized excel dashboards and professional business repor...
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S'y mettre aisément avec Excel !

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Updated FUNcube-1 Dashboard Software | AMSAT-UK

Updated FUNcube-1 Dashboard Software | AMSAT-UK | tableaux de bord | Scoop.it
The FUNcube Team are pleased to announce the latest version of the Dashboard Software. Version 820 can be downloaded from http://funcube.org.uk/working-documents/funcube-telemetry-dashboard/ The major change in ...
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un logiciel intéressant

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North Plains Releases On Brand 2.7 with User-Configurable, Graphical Dashboard - Broadway World

North Plains Releases On Brand 2.7 with User-Configurable, Graphical Dashboard - Broadway World | tableaux de bord | Scoop.it
North Plains Releases On Brand 2.7 with User-Configurable, Graphical Dashboard Broadway World North Plains Releases On Brand 2.7 with User-Configurable, Graphical Dashboard North Plains Systems, the leader in helping companies effectively connect...
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Tres personnalisable 

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