How you can see all of your marketing efforts in one media dashboard
As a Marketing Manager, CMO, or Account Director, it would be convenient to see all of your media activity in one report right? That probably sounds impossible given that there is so much information coming from so many different sources. For instance, your Search team might send you a weekly search report, your website analyst probably sends you a site traffic report, your traditional media buying team might send you a monthly report, and so on and so on….
Who has time to look at and review all these reports? If only you could see things from a top-level view and see how much you are spending, what media channels are in the mix, the volume of visitors that are going to your website, social media results and QR Code downloads all in one report. Is it possible? Yes!
The best part of this is that everyone working on your account can get a holistic view of the campaign. It can be distributed to every department, agency (creative and media), and anyone else who has a hand in promoting your brand. You can download such a Dashboard here.
The most important thing is to not track and include everything in this report – that is a waste of time. Rather, you should just focus on the essentials. Eight basic charts that show:
Website Activity:
- Visitors
- Unique Visitors
- Average Time on Site
- Page Views
- Pages per visit
Website Referrals:
- Direct Traffic
- Referring Sites
- Search Engine
- Other
Offline Activity:
- Monthly volume of TV GRPs including Competition
Media Spend
- Monthly spend for TV, Print, Online Display, Paid Search, In-game advertising, Social Media
Monthly Media Mix
- Percentage of spend allocated to each Media Channel
Digital Activity:
- Display Impressions
- Display Clicks
- Search Impressions
- Search Clicks
QR Code Activity
- Total Scans
- Unique Scans
- New Scans
Social Media Activity
- Facebook Fans
- Twitter Followers
- YouTube Video views
How do you show that in 8 simple charts? Well the Dashboard is interactive! Anyone who has basic Excel skills can setup a Dashboard that includes all of this information. To make things simple, you can download an Excel version of this Dashboad at SmartDigitalSpending.com.
As you can see, this is not only a great report that can be passed along to everyone, it is a great business tool that provides great insight. Immediately, you can get a general idea on what’s going on with your campaign and what kind of results are being generated. Why keep wasting time looking at 5, 10, 15 different reports when all you need is one?
Download the sample Media Dashboard that incorporates social media and QR Code activity along with other advertising data analysis tutorials (How to forecast online orders, how to measure ad copy, how to rank mobile ad networks, how to calculate TRPs for digital media, and more) at SmartDigitalSpending.com!
Thank you,
Eric Melchor, Founder of Smart Digital Spending
