If you think of Big Data as a massive digital recipe of numbers, behaviors and interests, then social media is quickly becoming the secret ingredient needed for marketers to bring everything together in one tasty, profitable pie. But like with any recipe, the end result stems from the quality of ingredients and how you mix everything together. The reality is, that most standard reporting tools lack the customization needed to develop the right insights to optimize campaigns and make meaningful business decisions. And if you’re a larger company, multiply this conundrum by the number of brands in your portfolio—each of which potentially has a different goal, focus and consumer.
Dashboard Dos and Don’ts
Before we get into specific metrics, let’s take a moment to discuss a few things marketers should consider, and some things that should be avoided in order to lay a solid foundation for meaningful social campaign intelligence…
A View From the Top: Is Your Marketing Dashboard Really Optimized for ROI? [INFOGRAPHIC]
