Now more than ever, marketing managers need to sift through an ocean of data to find information that is actionable. People struggle to get past the "so what?" playing in their head as they look for ways to increase sales, cut costs, or ensure quality. Dashboards only make this problem worse with fancy data visualizations and dozens of metrics all in one place. Truth is, most dashboards just sit on a shelf, without adding value to the firm. What's missing is an action plan. The webinar is presented by Roy Wollen, president of Hansa Marketing Services. It covers the common pitfalls of marketing dashboards as well as good and bad case study examples. Watch and learn how to start solving business problems with effective marketing dashboards. If you are responsible for business intelligence and use dashboards to communicate marketing information, contact us to see how we can help. Don't let your dashboards will just sit on a shelf! Use them to solve business problems. Don't miss our next free online webinar. Register here: http://hub.am/XwTIKo www.HansaMarketing.com @Hansa_Tweets

1. Dashboards
How to create dashboards that don’t sit on a shelf

2. Who’s Hansa?
HANSA HANSA
Marketing
Brand Consulting
Communication
HANSA HANSA
Market
Analytics
Research
2

3. Hansa is a global organization
250+
3

4. Who are we working with?
4

5. Agenda
 Executive summary
– What is an effective dashboard?
 Effective campaign dashboards
 Effective customer dashboards
 10 tips for effective dashboards
5

6. You’re off to a bad start if…
 …you hear dashboard users say
– “So what”
– “nice to know” – what am I supposed to do next?
– “where’d this number come from?”
– “can this be right?”
– They are already inundated with data, how will yet another
dashboard help them?
 …you begin your development with visualizations in
mind (dials, gauges, thermometers)
– Stop looking to airplane cockpits for the answer
– Don’t fall in love with a pretty (inter)face
6

7. Why do dashboards sit on a shelf ?
 Lack of planning, lack of buy-in
 No champions to socialize your work
– “Management doesn’t support me”
– “Finance thinks all I want is more money for marketing”
 Data pitfalls:
– Users stumble on definitions, calculations
– Numbers look suspicious “this can’t be right”
– No callouts or explanations, “you figure it out” attitude
– Spotty data feeds, lots of asterisks and insignificant results
 Effective dashboards require planning
7

8. Effective dashboards always…
 Lead to actions
 Have impact on the business
 Are part of decision making
– Good news|bad news?
– Going up|going down?
– Something worked
– New customer insights
Key takeaway of this webinar:
Effective dashboards always have
actions attached to measurements
8

9. Agenda
 Executive summary
– What is an effective dashboard?
 Effective campaign dashboards
 Effective customer dashboards
 10 tips for effective dashboards
9

10. If the goal is to ensure marketing accountability…
 Repeat ROI objective, then benchmark against it
 Repeat the marketing strategy
– Tip: Insert an example of the creative
 Associate actions with results
– Reallocate marketing investment – channel, vehicle
– Try new things (e.g., sweeten offer to acquire customers,
reduce the offer for existing customers to optimize margin)
 Why do you think something happened?
– Plan on adding annotations, explanations, glossary
– Plan on making recommendations
10

11. Example of KPIs as they relate to targets
 Key Performance Indicators (KPIs) relative to target
 Restating observation vs target
11
Source: Klipfolio

12. Example of annotations, definitions, narrative
 Annotation/callout
– What else was in market?
– What was the competition doing?
 Definitions
– What is a “customer”? What time period are we looking at?
– Are you using Gross or Net Margin? 12
Source: Klipfolio

13. Example of comparisons
 Year over Year (YoY) and Month over Month (MoM)
example from ClearSaleing
13

14. Example of funnels
%’s represent
conversion to
the next phase
How do these
compare YoY,
Salesforce.com funnel describing the stages of b2b marketing MoM?
Funnel example from VisualIQ Each number
brings up a
question:
What were the
best sources?
Which attracted
new customers?
Omniture’s SiteCatalyst digital marketing funnel
14
Funnel example from Value Watcher

15. Example of paths
Google Analytics visitor flow
Illustration from Microsoft Atlas whitepaper ION Infographic referencing MarketingSherpa statistics
15

16. Campaign dashboard example
 Campaign analytics measure audiences, offers, ideas
Resp Resp
Channel Buyers Trans Sales Sales/Piece Margin GM% AOV Rate Rate 2
Retail 200,000 250,000 $10,000,000 $2.50 $5,000,000 50.0% $ 45.00 4.0% 4.5%
Direct 100,000 130,000 $ 5,000,000 $1.50 $2,500,000 50.0% $ 35.00 3.0% 3.2%
Total 300,000 380,000 $15,000,000 $3.00 $7,500,000 Customers buying from 16498; the3.8% Acquisition event
50.0% $ 40.00 1/11 4.0%
16498 - 1/11 Acq
List Priority Circ AOV Resp Rate Sales/Piece 10,000
1. List x 1,000,000 $55.00 3.2% $2.00 9,000
2. List y 2,000,000 $45.00 4.9% $3.00
3. List z 2,000,000 $35.00 4.6% $4.00 8,000
5,000,000 $40.00 3.8% $3.00
7,000
Market Circ AOV Resp Rate Sales/Piece 6,000
Key market 1 1,000,000 $50.00 6.0% $4.00
Customers
5,000
Key market 2 4,000,000 $35.00 2.0% $2.00
Grand Total 5,000,000 $40.00 3.8% $3.00 4,000
Discount Circ AOV Resp Rate Sales/Piece 3,000
$25 off 1,000,000 $55.00 5.0% $4.00 2,000
$35 off 2,000,000 $65.00 6.0% $1.75
Gift w Purchase 1,900,000 $25.00 2.0% $2.00 1,000
Control group 100,000 $40.00 3.0% $2.00
0
Grand Total 5,000,000 $40.00 3.8% $3.00
1/2/2010
1/4/2010
1/6/2010
1/8/2010
2/1/2010
2/3/2010
2/5/2010
2/7/2010
2/9/2010
3/1/2010
3/3/2010
3/5/2010
3/7/2010
3/9/2010
1/10/2010
1/12/2010
1/14/2010
1/16/2010
1/18/2010
1/20/2010
1/22/2010
1/24/2010
1/26/2010
1/28/2010
1/30/2010
2/11/2010
2/13/2010
2/15/2010
2/17/2010
2/19/2010
2/21/2010
2/23/2010
2/25/2010
2/27/2010
3/11/2010
3/13/2010
3/15/2010
3/17/2010
3/19/2010
3/21/2010
3/23/2010
3/25/2010
3/27/2010
3/29/2010
3/31/2010
Resp Resp
Distance to Store Circ Buyers Trans Sales Sales/Piece Margin AOV Rate Rate 2
Within 1 mile 300,000 90,000 110,000 $ 4,000,000 $13.33 $2,000,000 $ 55.00 7.0% 7.2%
2 miles 200,000 50,000 75,000 $ 3,000,000 $15.00 $1,500,000 $ 45.00 6.0% 6.5%
3 miles 500,000 40,000 55,000 $ 3,000,000 $6.00 $1,500,000 $ 50.00 6.0% 6.4%
4 miles 500,000 40,000 50,000 $ 2,000,000 $4.00 $1,000,000 $ 45.00 5.0% 5.5%
5 miles 500,000 35,000 40,000 $ 1,000,000 $2.00 $ 500,000 $ 25.00 4.0% 4.0%
6 to 10 miles 1,000,000 20,000 22,000 $ 900,000 $0.90 $ 450,000 $ 40.00 2.0% 2.2%
11 to 15 miles 1,000,000 15,000 16,500 $ 650,000 $0.65 $ 325,000 $ 35.00 1.5% 1.7%
16 to 20 miles 1,000,000 10,000 11,500 $ 450,000 $0.45 $ 225,000 $ 35.00 1.0% 1.2%
TOTALS 5,000,000 300,000 380,000 $ 15,000,000 $3.00 $7,500,000 $ 40.00 3.8% 4.0% 16

17. Email dashboard example in Excel
 Overall health of the program (each tab is a deep dive)
Yes
Email Capture Rate Trend %/Total
Linear (%/Total)
30,000 90.0%
25,000 80.0%
Pct New Customers w/Email
Total New Customers
20,000 70.0%
15,000 60.0%
10,000 50.0%
5,000 40.0%
17
0 30.0%
Jul-08
Jul-09
Jun-08
Aug-08
Sep-08
Jan-09
Jun-09
Aug-09
Sep-09
Jan-10
Mar-08
Apr-08
Oct-08
Nov-08
Dec-08
Mar-09
Apr-09
Oct-09
Nov-09
Dec-09
Feb-08
May-08
Feb-09
May-09

18. Strategic review leveraging a dashboard
 Strategic review with alerts and recommendations
Performance Summary Total Program
 $700,000
$625,000
$550,000
Supports a recurring meeting 700000
625000
550000
Impressions
this week last week +/- month to date run rate vs. last year
$475,000
Weekly chart
Weekly Chart Affiliate
475000
475000
Visits (clicks)
$400,000
Paid Search 400000
$325,000
325000
325000
Click charges/Pub. Comm.
$250,000
250000
250000
Transactions
$175,000
$100,000
175000
175000
Sales ($)
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
PFX Fee
100000
100000
Week Week Week
Week Week Week
Week Week Week
Week Week Week
1 2 3 4 5 6
1 2 3 4 5 6
Total Fee
Sales this week last week +/- month to date run rate vs. last year + / - vs. plan +/-
Search $1,174,583 -65% - $1,174,583 $1,174,583 -65% - -65% - Cost per click
Paid Search $774,027 -65% - $774,027 $774,027 -65% - -65% -
Data Feed $400,556 -65% - $400,556 $400,556 -65% - -65% -
Conversion Rate
Affiliate $18,244 -65% - $18,244 $18,244 -65% - -65% - Avg. Order Value
Total $1,192,827 -65% - $1,192,827 $1,192,827 -65% - -65% -
Revenue share
Performance to Goal Alerts
700000
$6,000,000 625000
$5,000,000 550000
Actual Affiliate
$4,000,000 Actual Search
475000
475000
$3,000,000 Affiliate Goal 400000
Search Goal 325000
325000
$2,000,000
250000
250000
$1,000,000
175000
175000
$0 100000
100000
Week Week Week
Week Week Week
Week Week Week
Week Week Week
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
1 2 3 4 5 6
1 2 3 4 5 6
18

19. Agenda
 Executive summary
– What is an effective dashboard?
 Effective campaign dashboards
 Effective customer dashboards
 10 tips for effective dashboards
19

20. Goal of customer dashboards
 Customer dashboards give campaign data context –
– it’s not about response rates and conversions rates but
about loyalty, advocacy and lifetime value
 Customer data brings all the channels together
 Customer data adds to the missing ingredient for
product sales:
– Who’s buying the product?
– What else are they buying (market basket analyses)?
– Is that product their first- or 10th purchase?
20

21. Why is customer data important?
Price
Comparison
Store visit
Search
?
Community
Mobile
www.Brand.com
 Because campaigns don’t buy, people do
– Customers are in control – more “pull” than “push”
– Customers see brands not channels
– Customers don’t care who gets credit for the sale
21

22. 2 approaches to campaigns… 1. How “deep”
should I
circulate?
1. Batch & Blast
Mail1 Email1 Email2 Email3 Mail2
1
2.
Customer 2 Y Y N Y N
Centric
3
.
2. What does
. my customer
want?
.

23. What’s wrong with Batch & Blast?
 Batch & Blast is an old model of marketing outreach
– Selects audiences based on a marketing calendar
– Each campaign seen as a distinct event, leads to overmailing
– Response rates of 1% are acceptable (99% failure rate)
 What’s wrong?
– Presumes customers are in market on our timetable
– Slave to “what have you done for me lately” mentality
• Audiences are selected based on Recency – Frequency model for
expensive media such as telemarketing and direct mail
– For email, it becomes one size fits all
• Anyone with an email address gets all email campaigns, no targeting
23

24. What this looks like to a customer (mail edition)
Campaigns within a promo period
Campaign 1 Campaing 2 Campaign 3 Campaign 4 Campaign 5
10,000
9,000
8,000
7,000
6,000
Responses
5,000
4,000
3,000
2,000
1,000
0
24

25. What this looks like to a customer (email edition)
 Customers being pummeled by email
 Despite clear differences in engagement
 Everyone gets the same level of attention
RFM and Email analysis
Active Total Emails % who Opens % who Clicks
Recency
Email % Emails /Buyer Openers Opened Opens /Buyer Clickers Clicked Clicks /Buyer CTR
0 - 3 Mos 70,960 74.6% 2,124,751 29.9 43,580 61.4% 339,099 4.8 33,304 46.9% 115,778 1.6 5.4%
4 - 6 Mos 79,305 83.4% 2,212,122 27.9 42,724 53.9% 342,965 4.3 30,743 38.8% 102,063 1.3 4.6%
7 - 12 Mos 131,193 80.2% 4,161,901 31.7 57,161 43.6% 407,003 3.1 36,133 27.5% 95,216 0.7 2.3%
0-12M buyer 281,458 79.5% 8,498,774 30.2 143,465 51.0% 1,089,067 3.9 100,180 35.6% 313,057 1.1 3.7%
13 - 18 Mos 110,122 75.2% 3,550,586 32.2 44,609 40.5% 310,592 2.8 27,159 24.7% 65,970 0.6 1.9%
19 - 24 Mos 94,968 71.7% 2,813,285 29.6 33,669 35.5% 221,741 2.3 19,487 20.5% 43,939 0.5 1.6%
25 - 36 Mos 160,279 67.4% 4,036,381 25.2 49,156 30.7% 308,036 1.9 27,007 16.8% 57,400 0.4 1.4%
37 - 48 Mos 73,727 44.8% 2,173,384 29.5 21,294 28.9% 135,273 1.8 11,350 15.4% 23,129 0.3 1.1%
49+ Months 60,842 24.9% 2,035,069 33.4 16,946 27.9% 111,304 1.8 8,953 14.7% 17,889 0.3 0.9%
Grand Total 781,396 61.1% 23,107,479 29.6 309,139 39.6% 2,176,013 2.8 194,136 24.8% 521,384 0.7 2.3%
25

26. Enter customer dashboards
 Customer dashboards start with the customer lifecycle
– Acquisition versus Retention versus Reactivation
– The way customers begin makes a difference
 Customer dashboards provide the longitudinal view
– Customer segmentation comes first
– Each segment has joiners, stayers, leavers as times goes by
– Each has its own repurchase rate and value
– Each has its own trajectory (rate of change)
 Most importantly, each scenario has an action plan
– Example: Triggered communications
26

27. Step 1a: Customer segmentation
 Customer segmentation based on value
27

28. Step 1b: Customer segmentation
 Customer segmentation for new customers
28

29. Step 2: Joiners, Stayers, Leavers
 Customer segments at Period 1
Period 1 =====> Period 2
Segment (conceptual) Operational Customers Joiners Leavers Customers Comments
Advocates 0-3M 3x+ $51+ 30,000 100 100 30,000 Looks like nothing happened
Repeat buyers 0-3M 2x $51+ 45,000 200 300 44,900
New and Hot 0-3M 1x $51+ 10,000 10,000 Welcome stream on steroids
New and Not 0-3M 1x $50 or less 25,000 25,000 Normal welcome stream
High dollar, loyal fans, nearing attrition 4-6M 3x+ $51+ 30,000 1,000 5,000 26,000
High dollar, trial byrs, nearing attrition 4-6M 1x $51+ 75,000 5,000 10,000 70,000
etc.
Dormant buyers, worth reactivating 25M+ 3x+ $51+ 150,000 5,000 10,000 145,000 Best bets for winback
Low dollar, trial byrs who went dormant 25M+ 1x $50 or less 250,000 5,000 9,900 245,100 Let them attrit
total 580,000 596,000
29

30. Step 2: Joiners, Stayers, Leavers
 Customer segments at Period 2
Period 1 Period 2
Segment (conceptual) Operational Customers Customers
Advocates 0-3M 3x+ $51+ 30,000 30,000
Repeat buyers 0-3M 2x $51+ 45,000 44,900
New and Hot 0-3M 1x $51+ 10,000
New and Not 0-3M 1x $50 or less 25,000
High dollar, loyal fans, nearing attrition 4-6M 3x+ $51+ 30,000 26,000
High dollar, trial byrs, nearing attrition 4-6M 1x $51+ 75,000 70,000
etc.
Dormant buyers, worth reactivating 25M+ 3x+ $51+ 150,000 145,000
Low dollar, trial byrs who went dormant 25M+ 1x $50 or less 250,000 245,100
total 580,000 596,000
30

31. Step 2: Joiners, Stayers, Leavers
 Customer segments between Period 1 and Period 2
Period 1 =====> Period 2
Segment (conceptual) Operational Customers Joiners Leavers Customers Comments
Advocates 0-3M 3x+ $51+ 30,000 100 100 30,000 Looks like nothing happened
Repeat buyers 0-3M 2x $51+ 45,000 200 300 44,900
New and Hot 0-3M 1x $51+ 10,000 10,000 Welcome stream on steroids
New and Not 0-3M 1x $50 or less 25,000 25,000 Normal welcome stream
High dollar, loyal fans, nearing attrition 4-6M 3x+ $51+ 30,000 1,000 5,000 26,000
High dollar, trial byrs, nearing attrition 4-6M 1x $51+ 75,000 5,000 10,000 70,000
etc.
Dormant buyers, worth reactivating 25M+ 3x+ $51+ 150,000 5,000 10,000 145,000 Best bets for winback
Low dollar, trial byrs who went dormant 25M+ 1x $50 or less 250,000 5,000 9,900 245,100 Let them attrit
total 580,000 596,000
31

32. Step 3: Action plan - triggered communications
 Behaviors that trigger a marketing communication
– Buying behavior (transaction, spend, ship status)
– Lack of buying behavior (time has gone by, abandoned cart)
– Channel behavior (bought online/pickup at store, loaded
shopping cart/shopped at retail, “contact me” form)
– Loyalty behavior (enrolled in loyalty program, earned an
award, redeemed an award, close to an award threshold)
– Segment behavior (rhythm of purchase, replenishment)
– Site behavior (transaction at the site- not individual level)
– Post demand behavior (return) or customer service call
32

33. Customer dashboard example
Key Customer Metrics Main product 1 Main product 2 Main product 3
Names through: Last Month This month Last Month This month Last Month This month Last Month This month
Customers 250,000 275,000 Order Penetration % Order Penetration % Order Penetration %
Total New 10,000 13,000
New and Hot 1,000 1,300 20.0% 25.0% 20.0% 25.0% 20.0% 25.0%
New and Not 4,000 5,000 30.0% 35.0% 30.0% 35.0% 30.0% 35.0%
Reactivated 10,000 11,000 40.0% 45.0% 40.0% 45.0% 40.0% 45.0%
#Accounts
Reliable 6M NTF Retention Trend Retention
3,500 40.0%
Inactives 150,000 160,000 3,000
38.0%
Used-to-Be-Hot 1,000 500 36.0%
Lapsed Account 50,000 55,000 2,500 34.0%
6M Retention %
"One and Done" 100,000 110,000 32.0%
# NTF Accounts
2,000
30.0%
1,500
Rhythm 28.0%
1,000 26.0%
Buying monthly 50,000 50,000 24.0%
500
Twice a Month 10,000 10,000 22.0%
Weekly 5,000 5,000 0 20.0%
D…
J…
N…
D…
N…
J…
J…
J…
J…
J…
A…
A…
A…
S…
A…
S…
M…
M…
M…
M…
F…
F…
O…
O…
33

34. Not about the tool
 Integrate with existing work, don’t presume to replace
anything with a magic dashboard
– The dashboard consumer is always going to add their spin
– MS Excel, MS PowerPoint
 Don’t forecast; simulate
– Make your dashboard interactive with what if scenarios
 My favorite dashboard solutions
– Alterian’s Alchemy, best campaign interface
– MicroStrategy, best integration with Microsoft Office
– Klipfolio, best marketing applications
– Tableau, best gallery beyond marketing
– Dundas, best visualizations 34

35. Push to PowerPoint

36. Push to PowerPoint

37. Agenda
 Executive summary
– What is an effective dashboard?
 Effective campaign dashboards
 Effective customer dashboards
 10 tips for effective dashboards
37

38. Ten tips for effective dashboards
1. Plan effectively, know your audience, get their buy-in
ahead of time, survey them afterwards
2. Vet all of the KPIs before they’re published
(especially with finance), centralize definitions
3. Don’t be afraid of MS Excel, promote dashboard’s
ability integrate into someone else’s work
4. Show screenshots of the creative
5. Drill down for more detail; but be able to aggregate
up for the contextual overview
38

39. Ten tips for effective dashboards
6. Less is more; don’t use visualizations
indiscriminately, what are your top 5 KPIs?
7. Always put the numbers into context (e.g., trends,
YoY comps, benchmarks)
8. Leave space for user commentary, reactions,
disagreements; but start the ball rolling with your
recommendations
9. Tell a story; don’t be boring
10. Every section should have an associated action
39

40. Effective dashboards always…
 Lead to actions
 Have impact on the business
 Are part of decision making
– Good news|bad news?
– Going up|going down?
– Something worked
– New customer insights
Key takeaway of this webinar:
Effective dashboards always have
actions attached to measurements
40

41. Roy Wollen
President, Hansa Marketing Services Inc.
(847) 491-6682
Roy.Wollen@HansaMarketing.com
www.HansaMarketing.com
http://www.linkedin.com/company/404316?trk=tyah