5 Best Practices for Creating Effective Campaign Dashboards

Accountability has never been a problem for database marketers. We’ve long been measuring response, tracking our website stats, and analyzing ROI. Yet, getting colleagues and management to understand the relevant metrics is a whole different challenge.

Marketing dashboards are powerful because they help marketers use relevant, current information to understand clearly how marketing is performing with respect to the overall organization’s goals as well as help to explain marketing’s contribution to interested colleagues.

Essential to the success of a dashboarding project are:

• Choose metrics based on why they matter
• Keep it visual
• Make it interactive
• Keep it current or don’t bother
• Make it simple to access and use

If you’re already engaged in a dashboarding effort, take note of these five best practices and evaluate how your efforts measure up. If you’re not, it’s not only time to ask yourself why not, but can taking one on help give better visibility to your marketing objectives and help give visability to departmental efforts and goals?