In digital marketing and email marketing, there is an essential tool that acts as the visual interpreter of strategy effectiveness: the ‘dashboard’. It works as a data collector and consolidates scattered information into a single screen. From there, it provides a panoramic view of results, metrics, and the performance of your campaigns and digital strategies.
What is a dashboard
A dashboard is a visual interface that condenses and displays summaries of data, metrics, and relevant indicators on the performance and tracking of strategies or campaigns. In other words, it is a tool that provides a global and accessible view of crucial information for decision-making in digital campaigns and strategies. However, it should not be confused with the DPM.
Applications and examples of dashboards
Currently, there is a wide range of applications for dashboards in digital marketing and other fields. Here are some of the most common types of dashboards:
Ecommerce dashboard. Provides information on sales, product trends, customer analysis, conversion rates, and inventory data to optimize online sales strategies.
SEO dashboard. Displays SEO performance metrics (keyword rankings, organic traffic, backlinks, or indexing metrics) to evaluate the visibility and overall health of a website. Analytics dashboards also integrate data from multiple sources for detailed analysis, such as web traffic and user behavior.
Financial dashboard. Concentrates essential financial data (income, expenses, balances, etc.) to provide an overview of your business's financial health.
Sales dashboard. Presents metrics on sales performance, such as revenue by product, forecasts, team tracking, or trends.
Conversion funnel dashboard. Displays data on the purchase cycle or buyer journey, showing the user journey from the first interaction to conversion.
These examples represent some of the most common applications of dashboards, each designed and configured to provide specific, key information for decision-making.
Best tools for dashboards
Nowadays, there are multiple tools available in the market for creating dashboards, ranging from Excel to the most innovative platforms.
Some of the best tools for creating dashboards include:
Google Data Studio. Ideal for integrating data from different sources, creating interactive visual reports, and enabling real-time collaboration.
Tableau. A powerful tool for data analysis with advanced capabilities for visualizing and manipulating complex data.
Microsoft Power BI. Excellent for data analysis with integration with other Microsoft tools, allowing the creation of dynamic reports.
Domo. Offers an all-in-one platform for visualizing business data, with capabilities for real-time analysis and report generation.
Klipfolio. Specializes in personalized dashboards with a wide variety of integrations and data visualizations.
Looker. Focused on data analytics and report generation, enabling data exploration and creating dashboards based on SQL queries.
All these tools offer diverse capabilities and functionalities to create dashboards tailored to the specific needs of each project and business.