Marketing Reporting 101

Building the Ultimate SaaS Analytics Dashboard

SaaS marketers. News flash: you’re not in the apps game. Your software engineers might be, but not you. No, you’re in the people game. But people are complex. Their preferences, backgrounds, habits and behavior all vary massively. You need clear insights that enable you to understand your customers better. Advanced marketing analytics can provide these.

Meet your new friends: Data integration. Data visualization. And Augmented Analytics. They have the power to make you into a world-class marketer. The secret is to develop a sophisticated reporting dashboard based on these technologies. A dashboard that drives your actions by unifying, then intelligently analyzing a wide variety of data sources. And not just marketing ones. The result: better ROI, higher revenues, successful campaigns, and a superior customer experience.

Step one

Focusing In On Data

Modern data-driven dashboards give you a window onto a detailed data landscape. One that includes marketing assets such as written content, images and videos. But also less tangible assets like customer loyalty, brand recognition and reputation. Pretty neat, eh?

We must move from numbers keeping score to numbers that drive better actions.

David Walmsley
David Walmsley

Editor-in-Chief at The Globe and Mail

You can track these data through:

  • Metrics


    Numerical business measures

  • KPIs


    Metrics used to measure business targets and outcomes

Here’s the great thing. Visualization dashboards let you follow an unlimited number of different metrics and KPIs. It’s up to you what you track. The main question to ask is why you want to track it. Maybe you want to optimize your ad spend.

Or you might want to improve the performance of an email campaign. Or work out how many customers you’re losing through churn. Perhaps you need to observe click volumes in an A/B Google Ads test.

Here are some key data that SaaS marketers should aim to measure:

  • Website Data

    Website Data

    Website-related data can be a great indicator of customer interest and engagement. Things like unique website visits, or conversions and goal completions for newsletter signups or demo requests.

  • Email Campaigns

    Email Campaigns

    Data that will help you track the success of your email campaigns includes email open rates, bounce rates and unsubscribes.

  • Campaign Performance

    Campaign Performance

    You can track the success or failure of your marketing campaigns by measuring page impressions, clickthrough rates, social shares and reach.

  • Marketing Spend

    Marketing Spend

    Cost per click, return on ad spend, click through rate and cost per conversion of data-centric measurements – these all tell you how effective your marketing spend is.

Want to know how to build the ultimate SaaS analytics dashboard?