Marketing Dashboards
Hierarchy of Marketing Dashboards
Marketing Analytics uses a hierarchical system when building dashboards to help guide the allowable complexity and frame the data for the intended user.
At the highest level, TD Marketing Key Dashboards are intended to provide insights into our top KPIs, while TD Marketing Functional Dashboards give the detailed insights functional marketing teams need. Ad hoc dashboards are meant to answer one-off questions, and are not meant to be used for ongoing KPI reporting. “TD” stands for Trusted Data, and it refers to models inside and from the common schema (see the Data Team handbook page here for more details)
| Level | Intended User | Intended Use (examples) |
|---|---|---|
| Marketing Key Dashboards | Execs / All GitLab Team Members | Top KPIs and Targets |
| Marketing Functional Dashboards | Functional Marketing Teams | Tracking Leading Indicators / Attributed Pipeline / Campaign Performance / SDR Performance / Partner Sourced Opportunities |
| Ad-Hoc | Specific Team Members | Insight into a one-off question |
Marketing Dashboards Supported by MS&A
Marketing Key Dashboards
| Dashboard | Platform | Access Type | Description |
|---|---|---|---|
| Unified Marketing Funnel Dashboard | Tableau | General | Visualizes the user journey across marketing channels, website engagement, SaaS trials, to a paid conversion. This dashboard helps identify trends and assess the impact of strategic changes implemented by the Digital Marketing, Digital Experience, and Growth teams. |
| Marketing Influenced Pipeline | Tableau | SAFE | Tracks marketing contribution to overall pipeline generation through a combination of Adobe Marketo Measure Touchpoints and Sales Qualified Source (SQS) to find opportunities that were influenced by Marketing. See the handbook page for more details. |
Marketing Functional Dashboards
| Function | Dashboard | Platform | Access Type | Description |
|---|---|---|---|---|
| SalesDev | Sales Dev Analytics Hub | Tableau | SAFE | A management-level view of overall SDR performance by a number of key metrics. |
| Partner Marketing | Partner Marketing | Tableau | SAFE | A view of partner sources opportunities, partner sourced persons and the partner trial program. |
| Digital Experience | GitLab - Digital Experience | Looker Studio | General | Visualized metrics in regards to traffic, engagements, and top-of-funnel web conversions for about.gitlab.com from Google Analytics. |
| Technical Writing | GitLab - Docs Website | Looker Studio | General | Visualized metrics in regards to traffic and engagements for docs.gitlab.com from Google Analytics. |
| Brand Strategy | GitLab - Brand Awareness - Web Performance | Looker Studio | General | Visualized metrics in regards to traffic, engagements, and top-of-funnel web conversions for Brand Awareness campaigns from Google Analytics and Search Console. |
| Product Marketing | GitLab - Product Marketing | Looker Studio | General | Visualized metrics in regards to traffic, engagements, and top-of-funnel web conversions for Blogs and Customer Stories from Google Analytics. |
Dashboard Development and Publishing Stages
MS&A uses the stages listed below to denote a dashboard’s stage. Ad-Hoc dashboards do not have a stage.
-
Work in Progress (WIP) - Active development is still ongoing. Metrics, design, and location may change at any time. During this stage, we work with stakeholders to create an end product that meets their needs.
-
User Acceptance Testing (UAT) - Primary development has been completed, and we are gathering feedback from the intended users and fixing bugs.
-
Production - For a dashboard to be considered production, it must be published in the Production area of Tableau and have gone through the Tableau approval process.
Dashboard Building Guidelines
MS&A has agreed on high-level guidelines when presenting data in any visualization:
- Avoid showing fractional KPIs on key metrics that are not percentages (SAOs, MQLs, INQs). Instead, truncate the number. EG: 43 instead of 43.21
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