With CMOs in the US using data more than two-fifths of the time in decision making, it’s no wonder that more than half (55%) of marketing influencers say that one of their main objectives for a marketing data dashboard strategy is to improve how marketing makes decisions, per a new report from Ascend2 and its Research Partners.
That being said, fewer than 3 in 10 (28%) of those surveyed say they have completed and are using a dashboard, with a higher percentage (41%) reporting that their dashboard implementation is in progress.
Another 17% said they have a dashboard planned for next year.
So for those in the planning or early implementation stages of a marketing data dashboard, what questions should you be asking in order to design an effective dashboard that will help achieve various objectives?
Some 54% of respondents said one of the most important questions to ask is ‘what are the right metrics?’ In the B2B space, ROI is becoming a primary metric for measuring marketing performance.
This is also reflected in Ascend2’s data, with more than half (56%) of respondents citing it as one of the most important KPIs for a data dashboard to track.
Other metrics that respondents believe to be important include cost-per-conversion, campaign performance and social engagement. Read the rest at Marketing Charts.