Marketing Dashboard best practices: Scheduled Reports + 3 ways to use them

Part of our Dashboard Best Practices series.

As marketers, having a finger on the pulse of marketing performance is vital to our success. Not only does it give us the insight we need to make better, faster decisions, but when we run into our boss in the elevator and she asks how our newest campaign is performing, we have a confident answer supported by data.

Enter Scheduled Reports. With Scheduled Reports you no longer need to proactively log in to your dashboard. Simply choose the KPIs you and your team would like to follow closely, and you’ll get reports on those KPIs delivered to your inbox every day, every week or every month—automatically.

How can scheduled reports make your life easier? Here are three examples of how our customers are using them.

1. The CMO
A CMO from a global CPG company needed better visibility into the organization’s entire marketing mix to better inform her weekly strategy review with brand and regional managers. She wanted to see all the campaigns and channels that were in motion, and be able to slice and dice them by strategic metrics in order to course-correct as needed.

She had her team schedule a weekly report that features strategic metrics across all channels (like sales data and sentiment data), as well as metrics by channel and campaign (like revenue, engagement rates and paid/earned media ratios). The report also links to a scorecard showcasing the company’s leading KPIs at a glance and a dashboard with KPIs charted to show trends. She reviews the reports before their weekly meetings so she can help keep the team tracking against their goals.

2. The Campaign Manager
A campaign manager from the same company wanted to make faster, data-driven decisions. He knew if he looked at campaign results daily he’d be able to recalibrate his campaigns more often to improve performance. But he often got busy with meetings and other projects and forgot to log in to his dashboards.

So, he scheduled a daily report that includes campaign KPIs sliced by content or offer, with a link to a dashboard of charts and campaign creative. By looking at the cost-effectiveness of all channels, messages, creative and agencies, he‘s able to identify spikes and drops in performance and optimize campaigns in flight.

3. The Marketing Analyst
A marketing analyst from an entertainment company had rolled out a new Beckon dashboard to the marketing team. But she wasn’t seeing the team log in to the dashboard as much as she expected. Even though she had trained the marketing team on how to use the new dashboard, many of the marketers were still coming to her with performance questions—ones that were easily answered with the scorecards and charts in Beckon.

Realizing that the marketing team was under pressure to deliver ticket sales for an upcoming movie release, and had previously always gone through her to answer these types of questions, the marketing analyst set up scheduled reports to remind the team daily that they could find most of the answers to their questions in their dashboards and scorecards.

Within a week, she was rarely receiving any of the standard questions. Adoption of the dashboard had increased significantly, and she had extra time to focus on her advanced analytics projects.

As you can see, there are many ways that different roles can benefit from Scheduled Reports. If you’re a Beckon customer and would like help getting set up, or if you’d just like more information, let us know!