|Writer level||High School|
|Sources / references||2|
|Description / paper instructions
There is a file I will attach it that it includes 2 dashboards and the details will be written in the file also I will attach another file which is a sample. It will be about Microsoft company that it will be related to the dashboard.
Mission: “To empower every person and every organization on the planet to achieve more.”
First dashboard: Website analysis
This dashboard analyzes the website of Microsoft and it shows us many details that reflects how effective is the website.
The website analysis dashboard has many outcomes which are the total visits every week of the year, bounce rate by week of the year, traffic sources and percentage of each, types of visitors, and the goal of conversion.
As we said that the mission of Microsoft is “To empower every person and every organization on the planet to achieve more.” And I think that this dashboard helps achieving their mission, because it analyses and explains how productive the website is and what are the things they need to improve, and this is what their mission seeks for.
Those dashboards use many charts and colors which are mainly shades of blue. This dashboard used different types of charts such as pie chart, column chart, and line charts.
Pie chart was used to show the traffic sources and it was displayed in different shades of blue, you can easily see the point the chart is trying to explain which is the traffic sources and as the chart explains the highest source of traffic is Organic which fills 58% of the chart, then comes the Direct 26%, Paid 10%, Social 7%, Referral 5%, and 5% display.
Line chart was used twice for both Visits and Bounce rate. The visits chart shows you clearly that the highest visits through the year was week 44, and the lowest number of visits is on week 5.
The Bounce rate line chart is clearly showing us that the highest bounce rate throughout the year was on week 52, and the lowest bounce rate was on week 9.
Then we go to the column charts that they used for website visitor type and this chart shows us that the new users are viewing the website more than the returning users who already used the website before. In percent of 69% new users and 31% for returning users.
The other part of column charts in the dashboards are about conversion. It’s three parts of column chart which represents: Top 3 Channels by conversion, Top 3 campaign by conversion, and Top 3 Pages of conversion.
Marketing department will definitely be the department who will be using this dashboard the most, because digital marketing always focuses on online ways to target the consumers, and also the IT and media department who are responsible for designing the website. theMicrosoft company designed a website where it displays all their products in different fields such as: Software, PCs & Devices, Entertainment, Business, and Developer & IT. They market themselves in displaying what they offer for consumers. We all use Microsoft software’s almost every day such as Outlook and Microsoft office. However, they also market their products over there which are the PCs and the devices they developed. Usually consumers come in to the website just to have a look and get information about those products.
Marketers by knowing the sources of traffic and how each user have reached to the website they will know if they need to do more advertising, or if they don’t need to. In this case and in this dashboard, it shows that Organic is the highest rate of traffic. Organic is when people search for something and google directly brings you up the list because they think they will find what they want from you, and it’s not paid at this point it’s only Google’s recommendation for a user that you should come in this website. Here you know that Microsoft offers one of the great services that satisfies customers and its high rated by customers.
The second highest rate is Direct which means that people are already aware of Microsoft and they know what they are looking for they directly write Microsoft in Google and directly come in the website. This is a huge star too for Microsoft that they are in most of consumers mind and they are aware of their website and it’s their go-to.
Then we have the Paid that its 10% of the traffic which means when you pay for a search engine to put your website in the top of the page and it have an “Ad” at the end of the link it means that it’s paid and the 10% is how much people clicked when they did the paid advertising using Adwords in google.Microsoft pays for advertising online and it’s not putting a really huge positive impact, it’s useless for a huge company for Microsoft. I think that they don’t need website advertising when it’s one of the top technology companies.
Then, the social traffic is how people reach to Microsoft’s website through the social media and it’s 7% only, which means that Microsoft doesn’t really work enough on this part because all companies nowadays are expected to have a high percentage over here because people use it as a main thing in their daily life and they failed to take this opportunities to grow better, or perhaps they think they don’t need this kind of advertising, but I think it’s an opportunity that can’t be missed.
The referral and display traffic take equal percentage of traffic which is 5% referral is when a website recommends for a user to enter Microsoft. Display traffic is when your Ad is displayed in different websites as photos and videos and then people click on it and this is the percentage of people who are interested and actually clicked on it.
However, the other part we are talking about is the Bounce rate. The average bounce rate of Microsoft is 58% which is higher than normal but could make sense depending on the website. Microsoft needs to do some improvements to reduce the bounce rate. One of the main reasons that might be to have a high bounce rate is that the page it too slow to load or mainly we can say that Microsoft pages are simple and summarized and include efficient information that it’s the reason why people don’t stay for too long in the website. There are charts that shows the visitor types and the higher rate is new which is good that Microsoft always have new users which means it have an active marketing platform.
This dashboard is very effective, and you can use it to improve your marketing mix. Microsoft can use their dashboard to improve their marketing mix. They can use product display and they can constantly educate their customers about new updates and new features. They can also motivate your users to use your product and give them for example offers and promotion through websites in order to increase the website visits to always offer more advertising and offers that can increase the sales. Looking at the low percentage of traffic in the paid advertising online I can by that cut off that expense from Microsoft and decrease it in the other side from the price and decrease it.
This dashboard measures how the website is effective and shows you the visits and many details of website, and by the knowing the information would give Microsoft the chance to either improve or keep their website quality constant, and by that they will improving their customer satisfaction and by that sales will increase.
Second dashboard: Microsoft Application analysis
This dashboard measures how effective is Microsoft Outlook. This dashboard lists the last updates and version of outlook and the usage according to the newest version. There’s also a chart that shows you which devices the users are using while using Outlook. There’s always Network activities that shows you how effective your marketing campaigns are. Let’s not forget the statistics that the dashboard sort after the analysis of the Application.
The mission statement states that Microsoft seeks to “To empower every person and every organization on the planet to achieve more.” Here Microsoft is supporting the communication in each and every company that uses Microsoft to achieve more and waste less time in communicating by offering them an effective application that serves the best official communication each employee/student/person use in their life.
The design of the dashboard is based on charts which makes it easier to read for the analyzer and the colors of the charts were from blue, grey, purple and pink. They used many different types of charts such as column charts, bar charts, gauges, and area charts. They also had statistical data that was distributed and listed in the top of the dashboard which gives you a summary of all what you need to know.
This dashboard can be used by many people in the company such as the technical support team which include the IT people who will be making the application more secure and make it happen, and the media team employees who will be designing the Outlook pages. In the other hand, marketing team will also have an opportunity to study customer satisfaction and see if the versions that are made will make it better and make the customers happy or no? This dashboard is mainly important to marketing executives, such as CMOs and executive marketing. The people who have to dive deeper in the data: metrics, KPIs, campaigns, and channels. Also, the manager can check through the dashboard which campaign is not performing well and see the issue, and make sure everyone is on track.
There will also be an external user for this dashboard which will be the companies that will make an account for their employees using Outlook and to ensure it’s an effective application this dashboard will helpful for them.
Marketing mix can be applied on this dashboard and can be improved by making sure that the product which is Outlook is effective by the several updates and how many users are using the application and in details. We can also improve promotions over here where this dashboard shows the different marketing campaigns and how productive each one of them in each day of the month. By knowing which campaign is performing well we can keep them and the ones who don’t work as much we can just cut them off and make Microsoft’s expenses less. This dashboard clearly shows us the number of people who are connected to the application at this moment and it also give you more details about the users if they are either female or male. The dashboard also shows you the average time of users spends on Outlook. If they stay so long as our dashboard says 123.50 mins it means that Microsoft have created a well-designed and unbreakable page, and this shows how great Outlook is that almost most of governmental companies rely on it for their communications. It means that Outlook have a high level of security and it’s secure that most of the companies in the UAE use it and the biggest example is the HCT.
The dashboard is created to ensure that the company output is always improved, and to always have a constant great quality. Microsoft use this dashboard to ensure that they are delivering the best kind of communication through outlook and as they mentioned in their mission that they want companies and people to achieve as best as they can using their products. People are always having Microsoft at least one of the 3 options of best email options in their mind when they choose creating an account, I think that’s enough to increase the sales of Microsoft that most of the Official companies use their email specifically to create another company’s mail under the name of Outlook. They are always updating their Outlook application as it shows in the dashboard and whenever they update the application with a newer version the number of users increase in crazy numbers and this is a huge increase to the sales of Microsoft.
Dewan, S. (2019). Three-Point Checklist Before Building CMO dashboards. Retrieved 27 November 2019, from https://www.grazitti.com/blog/three-point-checklist-before-you-embark-on-cmo-dashboards/#
Greener, E. (2019). What is a Marketing Dashboard and How Can It Benefit Your Business?. Retrieved 27 November 2019, from http://www.exactdrive.com/news/what-is-a-marketing-dashboard-and-how-can-it-benefit-your-business
Examples, K. (2019). Bounce Rate. Retrieved 27 November 2019, from https://www.klipfolio.com/resources/kpi-examples/digital-marketing/bounce-rate