Casey Hill’s Dark Social Dashboard
The following dashboard for Casey Hill, Senior Growth Manager at Intelligent Marketing Automation Platform, ActiveCampaign, measures and reports on the connection of multiple organic activities to pipeline, especially those considered to be "dark social" channels.
What does this content dashboard include?
The following dashboard for Casey Hill, Senior Growth Manager at Intelligent Marketing Automation Platform, ActiveCampaign, measures and reports on:
- The connection of multiple organic activities to pipeline
- Trackable versions like those that are UTMed, or referred for digital channels like YouTube, Reddit, or influencer collaborations
- Self-reported attribution for a lot of those “dark social” moments that happen in communities or via word-of-mouth
- Measuring a variety of campaign types like
- Customer advocacy campaigns
- In-person events
- Webinars
What insights can I surface from this dashboard?
This dashboard helps marketers easily visualize organic traffic trends and track the success of typically hard-to-measure campaigns. You’ll be able to answer questions like:
- Where online do we drive engagement, and how much of those clicks convert to pipeline and sales?
- Where should we be focusing efforts, through video, forums, podcasts, or social media?
- How does each channel fluctuate in driving pipeline MoM?
- How impactful are our influencer relationships in leading to pipeline?
- How is our email marketing trending over time, and how many clicks convert to sales?
- How often do events and webinars lead to deals, and which types are the most effective?
Casey Hill’s Dark Social Dashboard
How would Casey leverage this data to better allocate resources and prove certain channels are worth the investment? Let’s find out!
Self-reported attribution
Customer feedback can be an incredibly useful tool for measuring campaign progress, which is why Casey’s dashboard compiles self-reported attribution on platforms that can be difficult to track engagement on over time, such as Reddit and podcasts. With this chart, he can also compare those metrics to organic traffic in places like LinkedIn and YouTube.
Clicks to pipeline for organic content
For those trackable (UTMed or referral) clicks, Casey wants to see whether engagement turns to revenue, so with a simple graph he can compare each channel against one another, and see how pipeline grows or shrinks month over month. Breaking that down by funnel shows how far each touchpoint usually takes customers.
A particularly low month on Quora, for example, might be a result of less activity, or content that just isn’t resonating with that audience. Several months of significant pipeline from podcasts, on the other hand, might prove this is a channel worth spending more time and effort on. That said, if only a couple listeners actually convert to sales, this might indicate the team needs to do a better job promoting their value prop.
Self-reported attribution for influencer marketing
Influencers can easily fall under dark social if a follower is influenced to make a purchase but doesn’t actually engage with a link or ad. Tracking self-reported attribution and posts to pipeline on this front gives Casey a clearer picture of the payoff of these partnerships, and how they compare to one another and over time.
Looks like Influencer 4’s contract needs an extension!
Clicks to pipeline for customer advocacy campaigns
Customer advocacy campaigns can be incredibly ambiguous to follow — but not for Casey. This chart helps him quickly see how many clicks actually convert to revenue and which campaigns have seen the highest ROI in the last year.
Email marketing performance
In a simple chart, Casey has all the information he needs on his email campaigns — which ones performed the best and worst this year, which ones drove the most and least clicks, and which ones actually moved customers along the funnel.
Event breakdown
Because events can take a lot of resources to pull off, leaders like Casey want to be sure they’re worth the price. Similar to other charts on his dashboard, his event breakdown shows how successful each type of event tends to be in moving customers further down the pipeline.
Webinars to pipeline
Webinars may not be as expensive or time-consuming as events, but they’re still a heavy lift — and if you can’t measure their impact, you’re going to have a hard time budgeting and promoting long-term growth. Luckily, Casey’s dashboard does the work for him by outlining each touchpoint within the webinar pipeline so he can see just where and when he’s able to make money through these campaigns.
Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by playing with the interactive demo or booking a demo with our team.
Full dashboard
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