Most marketers are satisfied with their data dashboards. But attribution remains a challenge for almost half, according to Visualizing Marketing Data with Dashboards, a study by Ascend2 and its Research Partners.
Email marketers using dashboards are confronted by the same opportunities and challenges.
Of the executives polled, 43% say their dashboard strategies are very successful, and 54% report they are somewhat so. Only 3% are experiencing failure.
Dashboard budgets are rising moderately for 70% of those surveyed, and 14% will post major hikes. Only 13% are expecting moderate decreases, and 3% plan significant cutbacks.
The main priority for 55% is improving their marketing decision-making. But 35% see that as a challenge.
Second is improving their dashboard — 49% cite this priority, but 42% see it as a challenge.
The biggest challenge, indicated by 49%, is attributing revenue to marketing efforts. At the same time, 43% view that as an objective.
In addition, 44% hope to improve the usefulness of marketing data, while 39% call that a challenge.
Of those polled, 59% use a combination of outsourced and in-house resources, while 28% keep everything in-house. Another 13% outsource everything to specialists.
Here are the important questions marketers are asking about dashboard designs:
The key performance indicators include:
Ascend2 and its research partners surveyed 307 marketing influencers.