Many challenges for General Management regarding marketing management still remain in many companies.

Historical structural reasons explain these situations but modern solutions exist to resolve them definitively.

Data complexity : Marketing involves various channels such as social media, SEO, online advertising, email campaigns, etc. Each of these channels generates enormous amounts of data, making it difficult to consolidate and analyze.

Impact measurement : It is often difficult to precisely measure the impact of marketing efforts on financial results. Founders and CEOs need to know how every dollar spent on marketing contributes to business growth.

Response times : Marketing decisions must be made quickly to seize opportunities or mitigate risks. However, without real-time access to relevant data, businesses may respond too slowly.

Resource allocation : Resources are limited, and it is crucial to allocate them efficiently to maximize return on marketing investment. Decision-makers need information to determine where to invest and where to cut spending.

The usefulness of dashboards in Marketing:

Dashboards are management tools that visually present key data in the form of graphs, tables and KPIs. Let’s explore how they can help give more visibility to marketing performance (structuring the available data)

1.Centralization of data : Dashboards bring together data from different marketing sources in one place, providing a consolidated view. This allows decision-makers to have a global vision of marketing performance.

2.Real-time tracking : Dashboards can be updated in real time, providing immediate visibility into ongoing performance. This allows you to respond quickly to emerging trends. The live visualization of this data can be an element of motivation for teams as part of a management by objective.

3.Marketing KPIs and their meaning : KPIs (Key Performance Indicators) are essential measures that allow you to evaluate marketing performance. Here are some examples of marketing KPIs and what they mean:

-Conversion rate : The percentage of visitors or prospects who take a desired action, such as a purchase or registration. It measures the effectiveness of campaigns to encourage action. A high conversion rate indicates increased efficiency.

-Cost per acquisition (CPA) : The average cost to acquire a new customer. It helps in evaluating the effectiveness of advertising spending. A low CPA is preferable because it indicates profitable customer acquisition.

-Churn Rate : The percentage of people who unsubscribe from your mailing list or who stop a SaaS subscription for example. It indicates subscriber satisfaction and content quality. A high churn rate may indicate problems in marketing campaigns or product quality. It is then customary to set up a satisfaction barometer permanent.

-Return on investment (ROI) : The ratio between the profits generated by a marketing campaign and the associated costs. A positive ROI means that the campaign generates more revenue than it costs.

-Bounce rate : the percentage of visitors who immediately leave a website or landing page (sales funnel) after viewing a single page. A high bounce rate may indicate a problem with visitor attraction or retention.

-Market share : the portion of the market held by a company compared to its competitors. An increase in market share can indicate customer growth. We are also using the KPI more and more.share of voice" on social networks for example.

-Personalization of KPIs : Dashboards allow you to customize KPIs based on specific business objectives. For example, a company focused on brand awareness might focus on metrics like the number of ad impressions. It is essential to personalize the KPIs for each company because they alone concentrate a strategic desire and precise objectives.

4.Help in decision making : By having access to clear data and up-to-date KPIs, decision-makers can make relevant decisions on resource allocation, strategy adjustment and campaign optimization.

In conclusion, dashboards offer an essential management solution for general management faced with complex marketing challenges. By combining data centralization, real-time monitoring and the use of relevant KPIs, these tools transform marketing data into actionable information to make informed decisions and maximize the return on marketing investments. The impact of a company's ability to formalize a clear marketing strategy and effectively use marketing data should not be underestimated. Investors and market participants are giving more and more importance to these elements which are becoming essential in the valuation of companies: the ability to generate income, manage risks and optimize resources to obtain results.