Framework for an effective B2C marketing dashboard
The secret for formulating an effective marketing dashboard involves the following (1) include only the relevant key metrics and (2) limit to the fewest possible number of key metrics that provides enough overview of marketing performance.
In this blog, we are providing our framework for an effective marketing dashboard for B2C company. The metrics provided are skewed towards transactional platforms like ecommerce, but it can be customized to suit your business.
For each of the metrics, it is recommended to include the following versions:
- % Change from previous period
- Trend over last one year.
You will see that most of the metrics are organized into customer lifecycle stages, which provides an intuitive feel to the dashboard.
Brief explanations are provided for some metrics where appropriate.
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Total sales $: (for the reporting period)
Number of orders:
Sessions: (for this, go to Google Analytics (GA), and Audience > Overview)
Channels: Shows breakdown between Direct, Organic Search, Social et cetera. For this, go to GA, Acquisition > All Traffic > Channels
Branded Searches: This shows results from branding efforts. Use external tools like SEMrush or MOZ to find this.
Non-branded Searches: This represents the traffic from search engine optimization (SEO) efforts.
External links to site: This metric is a major determinant of your SEO success. To find this, go to “Google Webmaster tools > Search Traffic > Linked to your site.” Alternately, you can find this information in 3rd party SEO tools.
Web Performance (This shows how well the conversion funnel is performing in the website. The data is available in Google Analytics or similar tools)
Product page views:
Checkout page views:
Checkout payment page views:
Checkout completion page views:
Overall Bounce rate: (For this, go to GA, Behavior Reports > Overview”)
Average page views per visit:
Cost per acquisition:
Email performance: Emails are sent to existing members/customers. Therefore, email can be considered a growth lever. Therefore, aggregate numbers from email tools can provide good idea of how well the growth efforts are working.
Spam flags %:
Average order value:
Average no of items per checkout:
Cart abandonment rate:
Average purchases by user:
Followers: (Provide this metric as of the end of the period. Provide total as well as breakdown by social media channel)
Social shares: (in the period)
Number of reactivations: (Organization should establish guideline on what constitutes a reactivation – for example, purchase after six months of no purchases.)
Total reactivation costs: Shows the total incentive costs used for reactivation
Cost per reactivation: The ratio of above two terms