For enter­prise businesses—especially those with a sig­nif­i­cant user base and thou­sands of data points to consider—real-time dash­boards have the abil­ity to amplify your mar­ket­ing efforts. New dig­i­tal mar­ket­ing dash­boards have evolved to the point that con­tent man­agers and mar­keters can tap into site per­for­mance and get up-to-the-minute (or even up-to-the-second) data that is mean­ing­ful to help drive ROI.

Dash­boards are no longer hit or miss, generic, one-size-fits-all data visualizations.

Instead, they offer highly rel­e­vant and spe­cific data points (like real-time rev­enue, pur­chases, user engage­ment, and trend­ing con­tent) that pro­vide the spe­cific insights needed to opti­mize your busi­ness in real time. These advanced real-time report­ing capa­bil­i­ties, along with upgrades in data visu­al­iza­tion and pre­dic­tive ana­lyt­ics, were a few of the high­lights of our fall Adobe Ana­lyt­ics release.

So how does it work? How can a real-time dash­board boost your mar­ket­ing efforts to max­i­mize rev­enue and engagement?

Here’s a quick exam­ple: Pub­lish­ers these days need to quickly under­stand how con­tent is per­form­ing so the rel­e­vant and high­est per­form­ing con­tent is dis­played in the ideal places. To max­i­mize ad impres­sions, trend­ing con­tent needs to be dis­played promi­nently on the home­page, whereas sto­ries and videos that are drop­ping in engage­ment don’t. With a real-time dash­board, pub­lish­ers can gauge key data points every few sec­onds and deter­mine which con­tent is the most valu­able and opti­mize their home­pages accord­ingly. We have seen pub­lish­ers who watch the trends over 5-minute peri­ods and make adjust­ments to their home­pages every 15 min­utes, giv­ing them a 20% or bet­ter uplift in engagement.

For retail­ers, it’s a sim­i­lar story. Real-time dash­boards give a quick visu­al­iza­tion of busi­ness met­rics like prod­uct per­for­mance, aver­age order value, prod­uct per­for­mance, and con­ver­sion. It’s all there—the crit­i­cal data you need. Fast.

The Insights Real-Time Data Offers

The real-time dash­board puts a wealth of rel­e­vant data at the pub­lish­ers or retail­ers’ fin­ger­tips: top pages, trend­ing con­tent, top prod­ucts, real-time rev­enue, etc. Real-time dash­boards are cus­tomiz­able too, so mar­keters can choose the data points they need to adapt con­tent or prod­uct strat­egy on the fly to drive action and max­i­mize revenue.

In addi­tion, lots of our cus­tomers also lever­age their real-time API to build attrac­tive dash­boards to dis­play their wealth of insights on big screen tele­vi­sions hang­ing from the walls in their busi­ness. We’ve started a scrap­book. In the future, we will take a deeper look into how our cus­tomers are using real-time dash­boards to opti­mize con­tent and drive action. 

In the retail space, stream­ing data can offer a snap­shot of sales and cus­tomer action. For instance, retail­ers run daily deals all the time, and real-time dash­boards enable mar­keters to max­i­mize the impact of these pro­mo­tions. How many peo­ple click the ad, what is the con­ver­sion rate of these peo­ple, and what is the rev­enue being gen­er­at­ing? It’s all there on the dashboard.

For con­tent man­agers, a real-time dash cer­tainly pro­vides a look at emerg­ing trends and user engage­ment, which allows for home­page opti­miza­tion. Con­tent man­agers can use this real-time data ana­lyt­ics to take advan­tage of these trends by plac­ing the most engag­ing con­tent most promi­nently on the home­page. I can see our cus­tomers hav­ing a lot of fun with this in their war rooms on Black Fri­day and Cyber Monday!

Although real-time data pro­vides key insights to micro trends, his­tor­i­cal data shows larger trends over time. Get­ting too focused on the last 15 min­utes could cre­ate prob­lems over the long haul.

What the Real-Time Dash­board Won’t Reveal?

Real-time dash­boards allow com­pa­nies to mon­i­tor key busi­ness met­rics effi­ciently and respond to imme­di­ate chal­lenges, but it’s only one piece of the ana­lyt­ics puzzle.

Real-time data encour­ages mar­keters and con­tent man­agers to respond to real-time issues. Both con­tent trends and user engage­ment can be max­i­mized using data from the real-time dash­board, but to gauge long-term busi­ness trends, you also need to also col­lect his­tor­i­cal data.

Really, the real-time dash is all about col­lect­ing and pre­sent­ing rel­e­vant data to respond to devel­op­ing chal­lenges and cap­i­tal­ize on trends. And in today’s ever-connected dig­i­tal land­scape, with hun­dreds or even thou­sands of use­ful data points being gen­er­ated every minute, a real-time dash­board that lets busi­nesses visu­al­ize the data and max­i­mize impact is an extremely pow­er­ful tool.