Marketing dashboards are dead.
Marketing dashboards are dead.
Communicate with context, not just data.
In 3 months, we grew 500%+ from the learnings collected by implementing 3 simple systems.
1. Map it out.
The customer journey will show you the opportunities to optimize your campaign.
A practical and fast way to do this is to create a doc and screenshot each step in the journey.
Why?
With many moving parts in a campaign, this is a visual tool to view each step in the journey.
Here is a link to a google doc with an example.
Then, when looking at the creative at each stage, look thru each element and optimize.
How do you learn to optimize?
That's where the 2nd practical system comes into play.
2. Stop trying to be Picasso be a photocopier.
Copy your competitors, copy from an industry with similar demographics, or copy from e-commerce companies. Why e-commerce? They adapt faster than anyone else.
Use these google searches like these to find guides for best practices:
- top 10 landing pages
- best Facebook ads of 2021
- swipe file for banner ads
Don't just copy the design. Instead, dig for information that deconstructs the content made.
My suggestion is to find the best in the industry and devour their content.
Want to learn how to develop a landing page from a free course?
Go to and skim thru the video chapters.
It's free and made by Unbounce, one of the leading software to create landing pages.
In 60 to 90 minutes of intense focus, you can become an expert on landing pages.
You've laid out the journey and optimized it by being a photocopier, but how do you know what is and isn't working?
3. Micromanage the data.
Yes, I said micromanage.
Ask the hard questions:
- Are we tracking our objective, and how will we know?
- Is each step of the journey optimized for the objective?
A practical and fast way to do this, create a table on the google doc you previously created to map out the customer journey.
Create a column for each step in the journey, and for each row, add platform, target, and creative.
The last page in this document shows you an example of such a table.
With this information, you can create a report.
A dashboard is a reflection of results within a timeframe. It does not provide the context of why the numbers moved.
A report is a deconstruction of the results.
Every week we reviewed our campaigns by sharing results, what we observed, learned, and the next steps.
It isn't glamorous work, but it's what got us here.
I'll share the most crucial practical system if you've made it this far.
Work with a great team.
The day-to-day grind is only possible with a great team.
Thank you to James Critelli and Tiffany Shyu from Stackmatix, Jason Knight, Anna Jensen-Haxel, Adam Tan, and Kurt Balingit from Backblaze for the push to get this over the hill.