Data-driven marketing involves a slew of software solutions designed to both automate and optimise marketing processes so you can your marketing KPI targers. But when it comes time to show off the results your marketing programs have been getting, all the software in the world won’t help if you can’t extract and interpret the data.

Your team undoubtedly needs to pull and deliver progress reports for the higher ups. You may have a data geek to manage the process or your marketers may need to learn to do it themselves. If you’d like your reporting to have a standardised look-and-feel regardless of which combination of marketing tools you use, a business intelligence (BI) tool can ease the pain (especially when the alternative is Excel!). Software like Meltwater, Tableau, Microsoft Power BI, and Sisense allows users to easily create charts, graphs, and other data visualisations. Each product has its own learning curve, some worse than others. The examples below all come from Tableau and Meltwater. Let’s take a look at what reports might look like for key KPIs:


Time on Page Marekting KPI.png

Group: Comms
Team: Content
This graph shows the average time on page for the website over a given period of time. Each bar represents a week, and the time is shown in standard hh:mm:ss format.


share of voice marketing kpi 2.png

Group: Comms
Team: PR
Like most data sets with a total, share of voice is best represented as a donut graph or pie chart.


Impressions by Location Marketing KPI.png

Group: Comms
Team: Social
Metrics with longer label names should be shown as a horizontal bar chart to allow the full label to be displayed. This will also let you show 20 or 25 different sources in a clean way.


 Qualified Leads Marketing KPI.png

Group: Digital
Team: Demand Gen
Using the demand-generation waterfall, the digital team needs to keep a close eye on every stage of the sales cycle, from raw inquiries to bookings. The best way to do it is with a relative line graph. The orange line is the goal and the blue line is the actual performance. If blue is above orange, you’re doing well. If not, you’ve got some work to do.

Conversion Rate Marketing KPI.png

Group: Digital
Team: Demand Gen
Sometimes you have a single metric that needs to be reported as if it’s a data set. Here we have the conversion rate for sales accepted leads to deals won. The best practice for such data is to use a pie chart with a lone piece of pie.


Organic Traffic Marketing KPI.png

Group: Digital
Team: SEO
SEO goals can include the amount of traffic coming to the website from specific countries that you’ve been focusing on. One way to show this information is with a heat map. The scale is dark red (most visitors) to dark green (least visitors), with gray in the middle.

Churn Marketing KPI.png

Group: Customer Marketing
Team: Client Relations
When tracking two similar KPIs together, like gross churn and net churn, you can use a comparative bar chart. This shows relative performance of multiple metrics over a given period of time.

Net Promoter Score Marketing KPI.png

Group: Customer Marketing
Team: Client Relations
Are some of your KPIs dealing with negative numbers? Bar charts can be positive, negative, or both. This chart is trending in the right direction.

These are just a few examples of how your data visualisations might look if you use Tableau or Meltwater for reporting. Tools like Meltwater’s media intelligence platform include data visualisations (such as graphs, heat maps, and word clouds) and can be easily exported as reports. Whether you decide to consolidate your data on Tableau, report from each tool individually, or even just stick with Excel, pretty graphs make reports more palatable for the team at large, especially your execs. The more they focus on the charts, the more they focus on the data behind the charts—and appreciate your contribution to the business as a whole.

You may have a data geek who can pull these reports on a daily, weekly, or monthly basis, but each team member should own their report and know where they are with regard to their goals. Armed with this data, they can make informed decisions to help set goals, surpass them, grow the company, and prove the department’s worth.

For a detailed marketing KPI run-down and an overview of the tools available in the marketplace that will enable you to measure them, read my new e-book, Keys to the Kingdom: Making Marketing More Data-Centric.