Marketing today looks nothing like it did just a few decades ago. What was once a department more focused on creativity, foot traffic, and brand goodwill, has now become a measurable powerhouse within organizations. Many enterprise marketing teams must now rely heavily on data to drive decisions, optimize campaigns, and demonstrate ROI.
Dashboards are crucial for these teams to ensure these often less-technical users can visualize and understand complex data and gather insights at a glance.
Enterprise-Level Marketing Analytics is Messy
The average marketing team is running many campaigns across many media targeted to many audiences. This creates thousands of data points that these teams must synthesize and leverage to make decisions in just a single week.
Marketing teams are often responsible for measuring how well these campaigns perform, as well as engagement rates, awareness, and customer retention. For example, an average enterprise marketing team may be responsible for measuring:
Brand awareness and reach of the product or brand, which can be measured by:
- Impressions
- Share of Voice (SOV)
- Brand Mentions
- Website Traffic
Performance of evergreen and launch-specific campaigns, which can include:
- Conversion Rate
- Cost per Acquisition (CPA)
- Return on Ad Spend (ROAS)
- Marketing Qualified Leads (MQLs)
- Return on Investment (ROI)
Their ability to engage and retain customers, measured by:
- Customer Lifetime Value (CLTV)
- Churn Rate
- Net Promoter Score (NPS)
- Retention Rate
Funnel metrics that measure quality of leads and the ability to hand them off to sales through:
- Lead Velocity Rate
- Time to Conversion
- Funnel Drop-Off Rates
- Lead-to-Deal Rate
An increasing number of marketing teams are also responsible for customer retention and upsell, measured through:
- Feature Adoption Rate
- Trial-to-Paid Conversion
- Activation Rate
Traditional Marketing Dashboards Don’t Cut It
Marketers will be the first to explain the headache of not only gathering, but also making sense of, the data from often dozens and dozens of platforms they use each day.
Oftentimes, they interact with data from various sources:
- CRMs
- Social Media
- Web Analytics
- Advertising
As well as other tools – and regularly, the data don’t align across platforms.
Few traditional dashboards synthesize this data in an effective and scalable manner that is actually useful for enterprise marketing teams. It can be incredibly complex to integrate all the channels, sources, and data points into a singular location, especially with limited technical resources.
Often, when dashboards do exist, the marketing teams are at the whim of the data freshness allowed by the various integrations. While some sources are delayed by only a few hours, others are delayed by a few days; in a world where marketing trends move quickly, teams cannot make the quick pivots needed with outdated data.
The Answer: Modern, Self-Service Analytics Solutions
Marketing teams are long overdue for enterprise-level analytics that actually work for them.
What if these teams could take matters into their own hands with real-time, accurate data customized to measure what matters most to them? Modern self-service solutions like Kubit are doing just that.
These solutions:
- Empower non-technical users to create, customize, and interpret dashboards without IT assistance
- Offer real-time access to up-to-date data
- Integrate with existing data warehouses to ensure analytics pull from accurate data
- Enable dashboard customization to ensure marketers can measure the specific KPIs that matter to them
Marketers can analyze campaigns, identify top acquisition channels, and optimize ROI—all without relying on data engineers.
After choosing Kubit, the team at Paramount built out dashboards quickly to measure awareness, acquisition, engagement, and retention of the new features they rolled out.
Want to explore how you can measure and improve marketing analytics without adding engineering overhead? Learn how Kubit gives you the self-service flexibility needed to maximize data-driven decision making — across your entire team.
