The last weeks we took a look to management dashboard for webanalytics, how to create clear and nice visible charts in excel, and what KPI’s to include. This week I would like to go more into depth about the results of marketing activities in your dashboard. In the rapidly developing internet business nowadays there many channels which you can use for reaching your customers. In fact, seeing your website as the center there’s a wide landscape around you which you have to discover, because every channel needs its own marketing approach. Hence, your dashboard needs to provide you with channel-specific information in order to distill the right information from your marketing activities.
See below some of the main online marketing channels (see also some examples here in Dutch) around your website where you need information from in your dashboard. Because in the end, you definately want to know the return on the marketing investments for your website:
- Search Engines
- Social Media
- E-mail newsletters
- Affiliates
- Advertising websites
- Other websites that are willing to link to you
So, let’s first take a look to the first marketing channel in the row: Search Engines. A simple dashboard for search engine results can look like this:
What’s important here is the visitors vs Google position graph. Further there can be graph displaying the conversion per keyword.
Next week we will discuss the cohesion between the different channels, so stay tuned!
