The Brand Directional Dashboard provides a high-level, directional view of how content, channels, and campaigns are driving engagement, funnel progression, and revenue influence. It helps leadership and marketing teams understand whether brand / content efforts are resonating and moving prospects through the funnel.
Content / SEO / Demand teams: understand which channels, content types, or campaigns to double down on or iterate
Analytics / BI teams: have a stable reference for deeper drill-downs, ensuring alignment across reporting
Tab & Widget Breakdown
Tab : Lift
Lift Analysis of Website Content Cohort Along With Channel Touches (Incremental Lift Table (across funnel stages: Lead → MQL → Opportunity → Pipeline → Closed Won))
Purpose: Compares a “test” cohort vs a “control” cohort to estimate how much extra lift (in % or absolute) the content / channel interaction drove over baseline, at each funnel transition. Columns include lift %, the “True” vs “False” conversion rates, and P-value for significance.
Insight:
A positive lift % (especially with low p-value) suggests that content / engagement is causal, not coincidental.
If lift is strong in early stages (Lead → MQL) but drops later, that recommends content helps generate interest but doesn’t push down-funnel effectively.
Negative lift or insignificant p-values indicate no measurable improvement (or even negative effect), so de-prioritize such content/channels.
Tab : Content Journeys
Journeys whose first engagement was website content (Journey (First Engagement = Website Content))
Purpose: Displays the paths (sequences of touches) for users whose first engagement was website content. It visualizes the order of touchpoints, shows how many steps in the journey, and indicates conversion to opportunity or pipeline.
Insight:
Shorter paths with fewer steps and high conversion rates are ideal — content that hooks quickly and pushes forward.
Long, meandering paths might suggest content is attracting interest but leading to drop-off or requiring many touches.
Compare among content types or channels (e.g., organic social, website content) to see which first engagement types lead to more efficient journeys.
Journeys that started from organic social (Journey)
Purpose / Explanation: Displays the paths (sequences of touches) for users whose first engagement was organic social. It visualizes the order of touchpoints, shows how many steps in the journey, and indicates conversion to opportunity or pipeline.
Tab: Account
Account Engagement Trends
Purpose: Shows how engagement metrics (e.g. content touches, channel interactions) evolve over time at the account level (e.g. per month).
Insight:
Growing engagement trends in accounts are signals of warming interest.
Sudden dips might indicate losing momentum.
Account Prioritization Table
Purpose : Lists accounts along with key metrics like number of leads, number of contacts, number of opportunities, company size, country, and visual journey icons / summaries.
Insight:
Focus on accounts with multiple leads / contacts + opportunity count — these are high-potential.
Use journey icons to spot accounts with unusual or long journeys.
Filter / sort by opportunity count or lead count to surface under-engaged accounts that may merit outreach.
Purpose: A listing of individual organic LinkedIn posts, with metrics such as campaign name, impressions, reactions, and attribution to leads / opportunities (if applicable).
Insight:
Posts with high impressions + high reactions but no downstream attribution may indicate content is resonating socially but not converting — this suggests optimization needed.
Posts that correlate with downstream pipeline suggest content topics or formats to replicate.
Purpose n: Compares different campaign channels (Paid Media, Organic Social, Website Content, Email, Events, etc.) across metrics: visitor / influenced volume, lead volume, pipeline volume / value.
Insight:
Channels generating a lot of traffic, but little pipeline, suggest leaks in the funnel.
Channel mix insights: how much of your pipeline is coming from content / organic versus paid channels.
Tab: Google / Ads / SEO
Google Ad Performance (Ad Group Level) (Demand Generation Effectiveness)
Purpose: Breaks down ad groups by status / type and shows key metrics: influenced accounts, lead volume, pipeline generation, pipeline value.
Insight:
Ad groups that generate pipeline / leads at scale are high-value — consider scaling them.
Ad groups with spend but near-zero pipeline output are under performers.
Monitor status (enabled / paused) to ensure only effective ad groups are running.
Google Ads Keyword / Search Attribution Table (Demand Generation Effectiveness)
Purpose: Lists top keywords (for the current fiscal quarter) and attributes metrics like influenced accounts, lead volume, pipeline volume, pipeline value, booking volume and pipeline ROI.
Insight:
Keywords with strong pipeline / booking attribution are your “must-nurture” queries.
Some keywords may drive traffic / leads but not pipeline — those might be earlier funnel or informational queries.
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