A well-designed dashboard can be the most powerful tool for hotels and restaurants looking to optimize their performance. However, not all dashboards do their job if they are not properly structured. Below, we share the 10 essential keys to creating a dashboard that really adds value to your marketing strategy.
1. Define clear objectives
Before you build a dashboard, it is essential to know what questions you want to answer. For example:
- What is the ROAS of my last Instagram campaign?
- Which channel generates more direct reservations?
An effective dashboard should focus on the most relevant KPIs for your goals.
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An illustration showing objectives aligned with different key metrics.
2. Prioritize key metrics
Metrics like ROAS (return on advertising investment), CTR (click rate) and total revenue are fundamental. Make sure they are in a dashboard feature and are easy to interpret.
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An example of dashboard with clear graphics that highlight the ROAS and CTR.
3. Integrate data in real time
The ability to make quick decisions depends on updating in real time. Connect tools like Google Analytics, social networks and advertising platforms to keep your data always up to date.
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A multi-platform integration scheme in a single dashboard.
4. Simplify visualization
A dashboard must be intuitive. Use easy to interpret graphics, such as bars, lines, and circles. Avoid data saturation; It shows only what is really important.
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A simple comparative graph showing monthly income per channel.
5. Customize according to the user
Different roles in your business need different data. Design specific dashboards for managers, marketing teams, or operational staff.
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Examples of two dashboards: one with strategic metrics for managers and one with operational data.
6. Includes temporary comparisons
Comparing historical data helps identify trends and assess progress. For example, reservations for this month versus the same period last year.
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A line chart showing hotel occupancy trends per month.
7. Offer details and summaries
It provides general summaries, but allows the user to delve into specific data when necessary.
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An interactive graph that allows you to click to see more details.
8. Ensure accessibility
Your dashboard must be available on any device. Mobile optimization is a must for moving equipment.
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A mockup showing what the dashboard looks like on mobile, tablet and PC.
9. Automate reports
Set up notifications and auto reports that send the key data directly to your email. This makes it easy to track without having to constantly enter the dashboard.
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An email icon with an “Automated Weekly Report” message.
10. Constantly review and improve
Needs change, and your dashboard must evolve with them. Regularly review its effectiveness and add or adjust metrics according to the new goals of your business.
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A pie chart with a continuous improvement process.
An effective dashboard not only displays data, but also provides clear and actionable information. Implementing these keys will allow you to build a tool that drives your marketing strategies and optimizes your performance.
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