The advantage of marketing online is that measurement is now so much easier than before. Huge volumes of data are created every day - email marketing, Pay Per Click, Search Engine Optimisation, Display, Affiliates and A/B testing can all be monitored and recorded.
Here are some suggestions for maximising the potential of your web analytics dashboard.
1. Keep It Simple
Either keep your web analytics dashboard to one page to avoid information overload, or simply use a tool which offers the ability to separate your analysis - e.g. Bime offers a grouped dashboard functionality where multiple tabs can be created to separate analyses as required.
You could try to provide further insights and recommendations that just the charts - don't simply leave viewers to guess or misinterpret the information. Make the most of available functionalities such as comments, display options, sorting options and trend lines.
2. Use Filtered Data
Filters let you exclude and include certain traffic. This is essential to get a really accurate picture of your web analytics. You might want to exclude internal traffic for example, or website profiles that are only used for testing purposes, allowing you to be sure that you are only looking at data from genuine visitors.
Segment your data! Why? This will give you the answers you reallly want, and will uncover hidden trends or patterns. You may just want to look at search traffic, and from there look at keywords so that you can improve your Adwords campaign. Segmentation will make your data clearer and easier to interpret accurately, as well as make it simpler to see if you are meeting your KPI targets.
So there you have 3 things you can do to improve the effectiveness of your web analytics dashboard. Can you think of any more?