Dashboard Visualization in Digital Marketing

The aim of this thesis is to compile a comprehensive set of guidelines for data visualization in the field of Digital Marketing for the purpose of reporting via a performance dashboard. As a secondary aim, the guidelines are demonstrated on a real data analytics project, by creating a performance dashboard. The theoretical part of this thesis covers two main topics – Digital Marketing and performance dashboards. Firstly, basic definitions of terms are established and both topics are later built upon with an in-depth theoretical background. For Digital Marketing, the evolution from its traditional form to the digital one as well as the characteristics of a modern consumer, a key driver of this change, are touched upon. The thesis also explores opportunities in data collection and analysis provided by this development. For the topic of performance dashboards, the thesis focuses mainly on their functionality and visualization. Using the established theoretical background, a set of guidelines is drawn, which centers around the visualization of digital marketing data in the form of a performance dashboard. Additionally, the guidelines provide direction for other phases of the reporting implementation process. Furthermore, the set of guidelines is used to implement a performance-dashboard-based reporting system for the Siemens online store - Industry Mall. This reporting system allows the effectiveness of the process of product sales support via monthly ad campaigns to be gaged more transparently.