/ Project

Content Marketing Dashboards

Challenge

Marketers rarely lack data. But this data arrives from many different sources, infrequently connects to useful metrics, and relies on multiple levels of intervention to communicate its trends to someone outside Marketing. 

Senior leadership desired a way, at a glance, to view the most pertinent reports covering all of Marketing’s activities. They also wanted the ability to drill-down into these reports to immediately answer precise questions. 

Solution

I worked with an in-house analytics expert to create a set of interactive marketing dashboards that addressed the top concerns of our executives.

We brought together disparate data sources (social accounts, web analytics, our CRM, SEO tracking tools, etc.) to scrutinize content and marketing strategy. 

Value

We used resources already available in-house. We optimized existing tools and worked across divisions to create an efficient tool.   

This project also served as a proof of concept for other departments. Executives desired dashboards for each division within Corporate Services (Marketing, Human Resources, Recruiting, Legal, and Documentation). The Marketing Department went first, and the dashboards served as a model for others to follow. 

Results

Senior leadership uses these dashboards to quickly analyze the output and impact of marketing materials, messages, and events.

They have the ability to view years of data, view connections, and drill-down into very precise data.