How Do You Make Great Marketing Dashboards?

A modern marketer today is continuously barraged with data, from analytics to KPIs to metrics. There’s no shortage of data, but we’re not always able to ingest the data we’ve given.

That’s where marketing dashboards come in. They’re designed to give teams quick access and visibility into performance. However, not all dashboards are created equal.

In this vlog, I sat down with Grant Grigorian, Director of Product Management at Engagio, and asked him, “How do you make a great marketing dashboard?” He offers a novel approach to thinking about dashboards. Enjoy!

Brandon: Hey guys, Brandon Redlinger here, and I am joined with Grant [Gregorian 00:00:05] who is a product manager here at Engagio. Welcome Grant. So you build a lot of dashboards for us. You are a wizard with dashboards. Tell us, how do you make a great marketing dashboard?

Grant: I’ve been thinking about that a lot. I’ve worked with lots of customers helping them build dashboards, and the number one challenge is that there’s just too much data. There’s so many charts and metrics and everything else. And so I find that it’s really helpful to give your dashboards a bit of personality. So I wanted to tell you about three personalities for dashboards, that I just made up, that are helpful for me.

Number one is a dashboard that I like to call The Companion. This is a dashboard that you take with you to a meeting, like a weekly meeting or a quarterly board deck or something like that where the metrics kind of stay the same over and over again and you have it down. That’s a companion dashboard, okay?

Number two is the Explorer dashboard. This is a dashboard that takes one concept and explores it from many different angles. An example would be like campaign ROI. So let’s look at ROI over time. Let’s look at it by different marketing channels. Let’s look at it by different reps, by different accounts and see how the data comes out differently.

And then the final one, this is when you become a master dash boarder, is the Dashboard Storyteller. It’s when you can tell a story with a dashboard, and the key there is, like in any story, is to arrive at something unexpected. So the place to deploy the Storyteller Dashboard is if you have a really complicated, messy metric that if you just show to someone they wouldn’t be able to understand. So the way to approach it is to tell a story instead, and to start with something that everyone understands, and then say, “Oh, if you believe this then it’s gonna be easy for you to believe this other thing, and if you believe that then this other thing is also true,” and slowly build it up to that non-intuitive, complicated mess of a chart. And by the time you get there it will make sense, and that’s where the Storyteller Dashboard is really powerful.

So there’s the three ways in which I fool myself into organizing data when we’re building dashboards.

Brandon: And, The Storyteller.

Grant: And, The Storyteller.

Brandon: I love it. Great. Thank you so much, Grant.

If you have any more questions or wanna learn more about Engagio, head over to All right, thanks guys.

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