Question

If you were to design a marketing dashboard for Country Garden Forest City, what key indicators would you select? How would you collect data for the dashboard?

Answer 1

MARKETING DASHBOARD:

Let us first understand the meaning of marketing dashboard. It refers to the platform which highlights the key performance indicators of the organization and identifies the progress and thus reports it to the stakeholders of the company. Basically, it is a customized and summarized form of the unique marketing efforts used by the business highlighting its progress and growth and activities used by executives to achieve the desired goals.

KEY INDICATORS USED TO DESIGN MARKETING DASHBOARD:

There are number of indicators which are used while framing a marketing dashboard for the company. These indicators help the company in framing out and tracking their performance over the time. Following are the main key indicators used:

• Studying sales revenue for the decided time period helps the company in deciding as to where marketing campaign of the company stands.
• Studying cost per lead will help the company understand the amount spend in order to acquire and retain a customer.
• The Return on Investment (ROI) helps in finding the financial stability of the company and see what return can be achieved out of the investment made.
• Keeping a track on the social media traffic and studying the number of customers following your product on the social platform.
• Finding out how many customers are served in a quarter or a year by the employee helps in tracking the performance of the organization.
• Keeping a track of the mobile traffic will help analyze the number of customers who are accessing your website through cell phones. This will help in judging the popularity of the company among the customers.

COLLECTING DATA FOR DASHBOARD:

There are number of sources from which the data can be collected in order to frame the marketing dashboard and track down the performance of the company. Following are the main sources of data collection:

• Using the technique of real-time monitoring the events as and when they occur. This will help in tracking the performance regularly without delays.
• Taking the data from web analytical software and finding out the number of customers visiting the company website.
• Studying the financial statements and finding out the ROI, profits generated over the period of time.
• Using the social listening dashboard in order to keep a track on the conversation being held between the customers regarding your company's product and knowing their viewpoints.
• Using the sales qualified lead dashboard (SQL) to find out the exact number of sales over the period of time and calculating the revenue generated out of it.