# Marketing Dashboards

Building effective performance dashboards.

## Dashboard Principles

### Focus
- One dashboard, one purpose
- Limit to key metrics
- Avoid data overload
- Clear hierarchy

### Actionability
- Metrics that inform decisions
- Benchmarks for context
- Trends over snapshots
- Drill-down capability

### Timeliness
- Real-time where needed
- Regular refresh cadence
- Historical comparison
- Anomaly alerting

## Dashboard Types

### Executive Dashboard
**Audience:** Leadership
**Focus:** Business outcomes

Metrics:
- Revenue/pipeline
- Customer acquisition
- Marketing ROI
- Top-line KPIs

### Campaign Dashboard
**Audience:** Marketing team
**Focus:** Campaign performance

Metrics:
- Reach and impressions
- Engagement rates
- Conversion rates
- Cost metrics
- Goal progress

### Channel Dashboard
**Audience:** Channel managers
**Focus:** Channel-specific

Metrics:
- Channel-specific KPIs
- Traffic and engagement
- Conversion by channel
- Cost efficiency

## Essential Metrics by Role

### CMO
- Marketing sourced revenue
- Pipeline velocity
- CAC and LTV
- Overall ROI

### Demand Gen
- Lead volume and quality
- CPL and conversion rates
- Funnel progression
- Campaign performance

### Content
- Traffic and engagement
- Content performance
- SEO metrics
- Conversion assist

## Visualization Best Practices

### Charts
| Data Type | Visualization |
|-----------|---------------|
| Trend over time | Line chart |
| Part of whole | Pie/donut |
| Comparison | Bar chart |
| Distribution | Histogram |
| Relationship | Scatter plot |

### Layout
- Most important top-left
- Group related metrics
- Use consistent colors
- Clear labeling
- White space for readability

## Alert Setup

### Threshold Alerts
- Traffic drops >20%
- Conversion rate change
- Budget pacing
- Error spikes

### Anomaly Detection
- Unusual patterns
- Significant deviations
- Trend breaks
