A great digital marketing dashboard is a core part of both purposes. It’s the digital marketer’s control room. It filters all the information they gather about your customers into easily digestible reports, customised charts, and analytics. It can you track key metrics like lead generation and lead conversion.
For example, let’s say you want to see how your conversion rate has changed in the past 12 months. With a marketing dashboard, you’ll be able to see that your total monthly website traffic has increased from, say, 5,000 to 10,000. But you notice that in the same period, the percentage of leads who go on to buy something has dropped from 4% to 2%. This suggests that although your efforts to build brand awareness are paying off, you might be attracting visitors who are less primed to buy your products.
Armed with this data, you could build a landing page especially designed to guide more of your new visitors into taking action.
This is just one of many possible uses for a dashboard. The point is that without one, your efforts to understand your customers and tweak your marketing approach will be severely hamstrung.