7 Tips to Help Marketers Conquer Any Analytics Dashboard

How to make the most out of the data most people have access to


Video marketing for use of multiple social media platforms like Facebook, YouTube and Pinterest is highly effective in reaching a mass audience. Marketing plans built around these platforms level the playing field, giving them access to the same technologies utilized by large corporations. Even with that, marketers must have the ability to merge the data from all of their videos and marketing materials into a central database. Having access to this consolidated information allows for quick and reliable analysis of all your campaigns. Using a marketing dashboard will empower your campaigns as they empower marketers to identify the weak and strong points of the campaigns. These dashboards offer top notch reports, but those unfamiliar with them may find themselves overwhelmed by the substantial amount of data. Marketers can conquer any analytics dashboard once they learn how to dissect and interpret the data, as some information can be misleading and even irrelevant for their purposes.

First of all, do not read too much into the data. Since the data pulled into the dashboard operates on a consequential lag, trends that are emerging in real-time may not be reflected in the data. That is not to suggest that the data is unreliable. Dashboards are generally accurate and are detrimentally useful for generating a snapshot overview of each campaign individually as well as collectively.

Secondly, “View Count” reports are more useful than simply counting people. While most marketers assume the “View” data is meant to track the fluctuation of each campaign's reach, there is other useful data that can be derived from those reports. For example, the “Date” report can reveal the times frames of the day that your marketing receives more volume. Also, the 'Geography' log can pinpoint the locations where most of your audience live or work. Having this information can allow you to further target your campaigns to operate at an optimum level of effectiveness.

Third, the 'Audience Retention' reports can be used as a determining indicator of whether your videos and marketing materials are lengthy, dull or scattered in their focus. The duration of time your viewer spends on your material can reveal clues about consumers unspoken opinions. Viewers who are entertained or find the material useful spend the time to consume and digest the materials. Irrelevant or boring content is skipped over quickly. By tracking the duration of the visits, marketers can measure the cultivated interest and determine if their content needs revision.

Fourth, be careful not to read too much into the 'Demographics' reports. The algorithm used to calculate the demographics is unclear to most. It seems that only the creators of the dashboards fully comprehend the methodology employed. While the data on the dashboard has been deemed as trustworthy, it is unknown whether the information is absolutely accurate. Additionally, without a validation system to ensure viewers are accurately and authentically identified, the lack of control over this data is one of many uncontrollable circumstances. Do not ignore the reports, just do not rely heavily on its value.

Fifth, keep a close eye on the sources of your 'Traffic and Device' reports. It is vital to your marketing efforts that you properly identify the effectiveness of every element of your campaign. In order to adjust campaign efforts efficiently, marketers must identify how the content is found by viewers. Knowing where viewers are locating videos and articles provides the insight needed in order to control and manipulate the exposure of the materials.

Sixth, your highest priority should not be set on growing your subscriber lists on any medium, as it rarely provides an accurate summary of the channels' effectiveness. Subscriptions are not as important as the accumulation of views over time. Instead on focusing on the things that vaguely indicates loyalty, focus on the things that are solid indications of reception and attractiveness.

Last but not least, as people provide feedback, do not sweat the dislikes. While it is important to gain a sense of viewer sentiment, negative feedback is normally a given. Everything will not be liked by everyone so there will always be a disappointed few. The time to worry is when the overall sentiment of negatively is extreme. In the case of a strong signal of distaste, an investigation would be warranted.

All in all, it is essential that marketers implement the use of a marketing dashboard within their campaigns. Dashboard reports are powerful in enabling marketers to monitor, analyze and modify the campaigns effectiveness. Once you have an understanding of how to dissect, interpret and utilize the data in the various reports found within most dashboards, marketers can focus their energy in the particular areas that significantly improve the effectiveness of each campaign. By focusing on the elements that influence audience cultivation, marketers realize precise control over the campaigns and thereby achieve exceptional results.

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