Dave ChaffeyDefining a dashboard to review the effectiveness of your digital marketing investments is essential if you want to use a data-driven marketing approach based on regular reviews and the test-learn-refine mindset. I define a Digital marketing dashboard as:
“A visual summary of KPIs showing the contribution of digital marketing to an organisation’s goals. It should show month-on-month and year-on-year performance comparisons, and ideally performance against target for business goals“.
The dashboard should include both macro and micro goals in digital marketing and show the steps through the path-to-purchase research, for example across our RACE marketing model.
In this article, I look in more detail at how a digital marketing dashboard should be structured and which KPIs should be included.
