为您的报告创建新的仪表板吗？首先问这26个问题

作为营销人员，我们衡量我们的工作是关键的。

我们正在产生多少线索？我们最好的渠道是什么？我们的潜在客户关闭的速度有多快？也许最重要的是，我们的线索带来了多少收入？

There are lots of metrics that matter. While we all wish otherwise, there's no silver bullet report -- no single metric that sums up all of our efforts. That's where dashboards come in.

The basic concept of a dashboard? Take a series of reports and put them next to each other. Sounds simple enough. Creating a dashboard is easy. However, creating a伟大的audience-aware dashboard that can be easily iterated on over time is not so easy. In fact, dynamic marketing dashboards take a lot of planning and forethought.

不知道从哪里开始？这一切都是关于提出正确的问题。

在创建下一个营销仪表板之前要问的26个问题

1）为什么要创建仪表板？

If you're a fan of Simon Sinek, you're familiar with the concept of "starting with why." (If you're not, check out his泰德谈话, then come right back.)

确保你创建一个仪表板对吗t reasons. For example, are you creating a dashboard when a single report would do the trick?

2) Who is the dashboard for?

您会介绍您的首席执行官吗？销售副总裁？董事会？您的社交媒体团队？在营销中，我们考虑到购买者角色。创建仪表板时，请记住观众。

3）他们需要回答哪些问题？

The CEO is on the hook for the company's bottom line. She likely cares less about your inputs (how many hours you put in, how you titled your blog posts) and more about your outcomes and big-picture results. Other members of your organization value other components of your reports.

Before creating your dashboard, write down a few of the questions your audience needs to answer --- chances are, they'll be asking them come presentation time.

4）他们需要多少时间来审查这些数字？

他们会检查十五分钟的数字吗？还是在整个三个小时的会议上度过了一席之地？这个问题的答案确定了您的仪表板应包含多少报告。如果您的听众不会花费太多数据来处理数据，则只包括两到三个最有影响力的报告。

5) What language do they speak?

We're not talking about English, Spanish, or Arabic. Think about what type of vocabulary they're familiar with. More importantly, which words don't they know? Do they know what a Marketing Qualified is? How familiar are they with the concept of Organic Search?

如果您不问这个问题，您会承担呈现数据越过受众群体的风险。不知道从哪里开始？阅读您的听众过去给您发送的电子邮件，或询问您的队友。

6）他们如何精通数据？

As marketers, many of us geek out over web analytics. Does your audience? If you're speaking to someone who doesn't love data as much as you do, stick to simpler reports.

7）他们需要知道数据背后的故事吗？

如果是这样，请准备好告诉它。

8）他们有多挑剔？

Make sure you can explain any data inaccuracies or outliers. If "No value" or "Encrypted Keywords" appears in the data, be ready to discuss.

9）您可以使用哪些工具？

Does your company use a marketing analytics tool? Google Analytics? Excel? A whiteboard?

10）您可以阻止多少时间？

让自己负责构建仪表板。直到最后一刻才保存它。

11) What format should it be in?

Should the dashboard be housed in an online tool? Should it live in Excel? Does it need to be presented as a slideshow at the next board meeting?

12）您团队还需要哪些组织成员？

您是否有一个控制某些工具的业务运营团队？销售团队是否拥有收入数据的关键？将自己与内部利益相关者保持一致，并对您需要的东西和需要时设定适当的期望。

13）仪表板应该包括哪些指标？

每个组织都重视不同的KPI。使用您的答案第三和第五，以朝着正确的方向发展。如果您不确定从哪里开始，则访问，潜在客户和客户的原始数据和转换率是一个很好的起点。

14) What should the dashboard不是包括？

When we set goals at HubSpot, we identify both positive and negative aspects --- things we'll commit to accomplishing, and others that we'll intentionally exclude from focus. Are there certain metrics that you're deprioritizing?

15) Does the dashboard need more than just visuals?

是否会在实时会议上向您的仪表板上介绍每个听众的成员？通常，使用帮助文本向仪表板添加其他上下文是建设性的。

16）什么时间范围最有意义？

For some organizations, monthly check-ins work best; for others, quarterly works better. Think back to question two. For the questions your audience is asking, how often do they need answers?

17）哪个报告最重要？

Prioritize the report with the biggest impact --- make it the biggest, and place it front and center on your dashboard.

18) What types of graphs fit the data best?

如果您随着时间的推移绘制趋势，请使用线路和区域图表。如果您要比较值，请尝试使用栏或列Visual。

Here's a quick example. Take a look at the two charts below. The same data is presented, but notice how the second graph shows a more compelling trend in MQL growth over time.

前：

后：

不确定如何选择图表类型？这很棒资源to get you started.

19）您有基准或目标要包括吗？

Does it make sense to plot your data compared to a previous time period, or to a goal you set in the past? Do you have competitive data to use as a benchmark?

20）仪表板需要分割吗？

Reporting on all your data is valuable, but it often doesn't tell the full story. For example, if your marketing team is divided into personas or countries, find a way to present each segment's unique data.

21）您想从每个报告中驱动什么行动？

切勿仅仅为此而运行报告 - 对于您突出的每个数据点，请确保与团队共享有形的战略要好的外卖。不要什么都没有离开报告。

22）您需要多个版本的仪表板吗？

If you have more than one audience, create unique variations that speak to each one's most pressing questions.

23）谁拥有仪表板？

Are you charged with creating the dashboard every month? If you win a free trip to Hawaii next month and are out of the office, who will create the dashboard?

24）谁可以访问它？

确保团队中的每个成员都需要看到仪表板的选择中，您选择的工具中都有正确的访问级别。另一方面，通过自定义权限，将不需要的眼睛远离数据。

25) How will you distribute it?

如果您的系统允许，请以所选的频率设置自动电子邮件，以节省每次手册发送。在HubSpot，营销团队每天中午收到潜在客户的仪表板，并使用月份数据。根据您的团队在问题16中选择的时间范围，选择最有意义的节奏。

26) Does your process need to be repeatable? How will you iterate on it?

如果您将来需要重新创建仪表板，请通过记录Google文档或内部Wiki页面中的过程来轻松自我。注意最棘手的零件，并在下次记下特定说明。

创建营销仪表板时，您还要记住什么？在评论区分享你的观点。