Enterprise Dashboards are interesting to study because of the amazingly diverse ways of showing data. Yes, of course you don’t need a collection of dashboard screenshots to find data visualization samples to critique. You expert business intelligence types out there love to discuss data visualization approaches by focusing on specific charts and graphs. The rest of us business types, however, benefit greatly via the dashboard approach because of the context it provides. Let’s take a look at a marketing dashboard today that focuses on tracking lead generation provided through a marketing department’s activities.
Here is an interesting graphic approach to breaking down the results of marketing programs and tying the activities to the results. The enterprise dashboard follows:
The marketing dollars in this particular budget add up to a nice round $1 million because the dashboard designer plugged in dummy data. Nevertheless, it’s instructive to see how the marketing budget is decomposed:
- Marketing Activity / Percent of Budget
- Outbound Phone / 30%
- Email / 2%
- Website / 5%
- Direct Mail / 10%
- Seminars and Events / 15%
- Advertising / 10%
- Alliance Referrals / 5%
- Public Relations / 10%
- Other Activities / 13%
The marketing ROI metrics used in this dashboard are: Budget, Inquiries, Cost per Inquiry, Percentage of Qualified Leads, Sales-ready Leads, Cost per lead, Close Rate, Number of Sales, Cost per Sale, Total number of sales, Average Size of Sale, Total Revenue and finally the overall Total Marketing Return on Investment.
The above dashboard was created for a CEO who was interested in investigating the contribution of the marketing team to the company’s sales revenue. The dashboard was commissioned to tie the marketing and lead generation activities directly to sales revenue.
I like the funnel-effect of the data table.
Tags: Lead Generation Dashboard, Enterprise Dashboards, Executive Dashboards, Marketing Dashboard
Note for dashboarders interested in marketing metrics. This book was just discovered by some dashboard spies. It’s called Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow. Click on the image to check it out at Amazon: