The Strategic Dashboard has been designed for marketing decision-makers and shows you the results of your marketing strategies against a particular objective, such as growing your revenue or your active customer base.
The Strategic Dashboard and Tactics are part of the new product package structure that is being rolled out in Q1 2019. You will be contacted by your Success Manager when your account is ready to receive the new functionality.
The Strategic Dashboard consists of a number of widgets that provide you with easy visual overviews of each of the strategies that you are pursuing to achieve your objective.
These widgets provide detailed reporting on all the Automation Center programs (including tactics) which are contributing to that strategy.
For all charts, you can hover your mouse cursor over any point to see the exact figures for that day.
Choosing your objective
Your first task is to Add an objective. An objective helps you to focus on one aspect of your business, for example growing your active customer base, making it easier to measure the performance of your campaigns and then to extend or optimize them.
Here you can:
- Select the objective.
- Choose the active time period for the analysis and the comparison period.
- Set a target if you wish (see below).
Once you have added an objective, a tab will display on the Dashboard with an overview at the top and the widgets for the relevant strategies below. Use the tabs to switch between the objectives.
It can take a few minutes for the data in your account to populate the widgets fully.
Setting your targets
You can add concrete targets for an objective, defined by a given increase or decrease in unit value or percentage. This will then appear as your Target in the main results widget.
A strategy is a particular way to achieve an objective. For example, for the objective Active Customers, you have a number of strategies along this part of the customer lifecycle which contribute to it, including Acquire new contacts, Convert leads to first-time buyers and Win back defecting customers.
Each of these strategies is displayed in a widget with the following controls.
Adding and removing strategies
To remove a strategy from the Dashboard, open the menu in the top right corner and click Remove.
To add a strategy to the Dashboard, navigate to the last widget in the list and select the strategy you want to add.
If you do not see this last widget, that means there are no other strategies to show for this objective.
Click Details on any strategy widget to open its reporting page.
The top section gives an overview for the strategy, aggregating all the results from all the programs that contribute to it.
Here you can:
- See the objective linked to this strategy.
- Change the date range and comparison period.
- See the figure for the comparison period.
- View the two figures over the whole time period (including mouse-over pop-ups for individual days).
- See which tactics are available for this strategy and download them.
Tactics related to this strategy
Below that we have detailed reporting for all the tactics that are related to the strategy.
Here you can:
- See the detail metrics for the tactic. Click each colored box to add or remove the metric from the graph.
- See the total revenue attributed to all the tactics related to this strategy.
- View the daily totals of each metric.
- Filter the list for tactics that you are actually using already. If the Show already used tactics only checkbox is left unchecked, you can easily see which tactics you are not yet using for this strategy.
- View and add Related Programs.
Click Related Programs to expand the Tactics related to this strategy widget and show all the programs and tactics that are in use and contributing to this strategy. For each program you can see the total revenue attributed and the number of messages sent on any given day.
Add Related Programs
This this button you can also add any Automation Center programs that are not tactics but which you consider to be contributing to this strategy.
Get Better Results with Tactics
Click this button to open the Tactics page showing all the tactics relating to the strategy. From here you can create a new tactic.
A tactic is an automated marketing campaign which has been designed to contribute to one or more strategies.
For example, if your strategy is to increase the average order value, you can use the Abandoned Browse, Abandoned Cart and Birthday tactics and all these will contribute to your reporting for this strategy.
For more information, see:
Strategic Dashboard for Essential package customers
The main difference for customers having the Essential package is that instead of Smart Insight (available in the Advanced package), Strategic Dashboard is using Web Extend for data gathering. This means that no Lifecycle objectives can be selected, only Revenue ones are available. Active Customer is not available in this package.
Within the Revenue objective, all the functions are available:
- Select comparison period
- Data of the main objective
- Supporting KPIs and strategies:
- Increase average order value
- Drive purchase frequency
- Drive web traffic
- Increase items per order
- Set targets (recurring or one-time)
On the individual strategies’ pages you can further examine the corresponding metric and the Tactics that have been initiated for the given strategy. As with the regular version of Strategic Dashboard, custom programs can also be added and followed on these screens.