George Vasileiou - White Space | Digital Marketing Agency

In the world of sales, data visualization through dashboards is a critical tool for making informed, strategic decisions. Sales dashboards help businesses monitor key performance indicators (KPIs) and gain a clear, real-time view of sales performance. Below are the core components and key benefits of using dashboards in sales operations:

Increased Visibility & Transparency: Sales dashboards provide a clear snapshot of progress and performance in real-time. According to Salesforce, companies that use dashboards experience a 27% improvement in performance transparency across their teams—leading to greater efficiency and faster responses to market changes. (source: salesforce.com)
Better Decision-Making: Tracking key sales metrics like conversion rates and average deal size allows teams to identify areas for improvement instantly. Businesses using dashboards report that their sales teams make 20% more informed decisions, according to Gartner. (source: gartner.com)
Accountability & Motivation: When performance is visible and measurable, accountability increases. Sales reps can monitor their performance in real-time—often leading to greater motivation to hit or exceed targets. Dashboards support a performance-driven culture, where transparency drives results.

4. Data Sources & Dashboard Implementation: Creating an effective dashboard requires integrating data from multiple sources—such as CRMs, analytics platforms, and marketing tools. Organizing these insights into a single view helps teams begin implementing data-driven strategies with clarity. For businesses not yet leveraging dashboards, investing in tools like Power BI or Tableau is a smart first step toward turning raw data into actionable insight.

Conclusion: Sales dashboards empower businesses to track performance deeply and make data-informed decisions. By implementing a well-structured dashboard, sales teams can identify opportunities, optimize their actions, and drive sustainable growth.

From the moment we wake up in the morning until the evening, we all live in a digital world, using technologies and apps for everything—from shopping and staying informed to communicating and searching for information.

Recognizing this shift, businesses have started investing in and developing their presence in digital media in order to gain a competitive advantage, as people increasingly turn away from traditional media.

According to a 2023 study by SEV (Hellenic Federation of Enterprises) on the digital transformation of Greek businesses, 94% of companies have a website, 81% use social media, and 51% use mobile apps.

However, even though more and more companies are adopting these tools and investing in digital marketing to attract customers, many of them fail to correctly measure the performance and effectiveness of their efforts.

This is precisely where Performance Marketing comes in. It is about assessing “the relationship between marketing activities and business performance.”

The main reasons companies fail in this area are either a limited understanding of digital marketing or a lack of the necessary expertise and skilled personnel.

Companies in the first category (limited understanding) are content with merely using digital channels, believing that this alone constitutes digital marketing. As a result, they miss the bigger picture and don’t invest in analyzing or optimizing their actions. Simply put, they assume that because they post on social media or run Google campaigns, that’s enough.

Today, digital marketing is increasingly about user behavior and how users interact with a business—not just the channels they use to make a purchase or how the company finds customers.

Data—and how we use it—is a fundamental component of digital marketing. Clearly, many companies need to reassess how they’re using data and how their digital marketing efforts are evolving.

On the other hand, companies in the second category (lack of expertise and skilled personnel) do understand the importance of data and its potential but fail to leverage it effectively due to insufficient skills and knowledge.

According to the same 2023 SEV study conducted by Deloitte regarding the availability of staff with advanced technology skills (such as data analytics or AI platform proficiency), the findings were as follows:

12,5% of companies have no such staff
26,8% have only 1-3% of their workforce with these skills
26,8% have 3-5% of their workforce with these skills

A corresponding global study by Adobe found that 56% of B2B marketing professionals do not have the knowledge required to analyze data and generate useful insights.

Being data-driven will soon no longer be enough. The true competitive edge will belong to companies that are insights-driven—that is, businesses that turn data into actionable information and strategic decisions.
This means we shouldn’t collect data just for the sake of having it (“data for data’s sake”) but must be able to analyze it, combine it, and let it guide our decisions.

In today’s landscape, any company that wants to remain competitive and gain ground in a challenging business environment must develop strategies that link marketing outcomes with the resources allocated to them. Those who continue to ignore data and turn their backs on measurement and data-driven strategies will soon be left behind.

When we talk about SEO (Search Engine Optimization), we’re referring to the process of improving a website’s visibility in the organic results of search engines like Google.

Search engine optimization is a cornerstone of digital success. Why? Because it drives free, organic traffic to your website and boosts your online presence.

In today’s digital world—where competition is more intense than ever—a solid SEO strategy is essential for anyone: small business owners, e-shop owners, bloggers, or any digital entrepreneur.

Understanding what SEO truly is—and why it’s a fundamental strategy in digital marketing since Google launched in 1998—is the foundation for building a high-performing, revenue-generating website.

First, What Are Search Engines Trying to Do?

From a user’s perspective, search engines aim to match user intent with high-quality, relevant content.

To deliver accurate results, search engines use complex algorithms to index and rank all the content they crawl. Based on that ranking, they present results that best align with a user’s search.

While we may not know every detail of those algorithms, we do understand the core principles. That’s where the 4 Pillars of SEO come in—and how we can influence them effectively.

The 4 Pillars of SEO:

1. Technical SEO

This focuses on optimizing the technical infrastructure of your website to enhance performance and ensure it’s crawlable by search engines.

It’s called technical because it’s mostly backend work—users won’t see it, but search engines will reward it.

Key elements to focus on:

Improve loading speed, server response time, and code efficiency for smooth user experiences.

Build a logical structure and generate an XML sitemap to help search engines understand and index your site.

Guide search engines with robots.txt and prevent duplicate content issues using canonical tags.

2. On-Page SEO

Core areas to focus on:

Keyword research & targeting: Identify and use keywords that match what your audience is searching for.

Meta tags optimization: Write compelling titles and descriptions with targeted keywords.

URL structure: Create clean, descriptive URLs that both users and search engines can understand.

Internal linking & logical site architecture: Build user-friendly navigation and use internal links to distribute authority across your site.

Content optimization: Write high-quality, well-structured content that’s rich in keywords and adds real value.

Image optimization: Compress images, use descriptive file names, and add ALT text for accessibility and SEO impact.

3. Off-site SEO

Off-page SEO refers to actions taken outside your own website to improve search rankings.

Key tactics:

Build engagement and drive traffic from platforms like Instagram, LinkedIn, and Facebook.

4. CONTENT

No matter how technically sound your website is, content remains king. If users can’t find what they’re looking for, they’ll leave.

But if you provide value and relevant answers, they’ll stay, browse, return—and maybe even convert. That signals usefulness to Google, which boosts your ranking.

What great content includes:

High-quality, valuable content: Create informative, engaging, original content that addresses your audience’s needs.

Strategic keyword integration: Use keywords naturally within your content—never at the expense of readability.

Rich media: Enhance content with images, videos, and other interactive elements to keep users engaged.

Strong titles & meta descriptions: Accurately describe your content and entice users to click from the search results.

Understanding and optimizing for these 4 pillars—Technical SEO, On-Page SEO, Off-Page SEO, and Content—is the key to climbing Google’s rankings and driving quality traffic to your site.

If you need help improving your website’s SEO, send us a message—we’d love to help!

We’re talking about methods that help optimize your content for search engines.
The goal? To help your content rank higher than others targeting the same search terms.

Of course, SEO is a complex process influenced by many factors — as discussed in our article on the 4 pillars of SEO.

In this article, we’ll focus on one of SEO’s “secret weapons”: SEO copywriting.

What is SEO Copywriting?

One of the most essential tools for website SEO is copywriting — creating high-quality, original text that naturally integrates targeted keywords at strategic points. For years, this has remained one of the most important ranking factors in search engines.

But SEO copywriting isn’t just about stuffing articles with keywords and phrases. It’s about writing content for both humans and search engines — not one or the other.

So how do you create content that ticks all these boxes?
How do you strike the right balance between ranking well on Google and persuading real people?

That’s the goal of SEO copywriting.

If you don’t have an experienced partner to help you with it, you can still try it yourself — just follow some simple guidelines and best practices.

What You Need to Know About SEO Copywriting

And if you do need the support of an experienced team to handle this for you, don’t hesitate to get in touch with us!

One of the key characteristics of digital marketing is that it requires fast decision-making. With constantly evolving platforms and channels, you need to ensure you’re staying up to date with market trends and consumer behavior.

Analyzing your efforts and prioritizing the right data requires focusing on key performance indicators (KPIs) that will help you evaluate whether you’re meeting your marketing goals, as they reflect the effectiveness of your strategy.

By continuously tracking and analyzing KPIs, you can make data-driven decisions, optimize your strategy, and achieve more successful outcomes.

However, each digital marketing channel has different KPIs. Determining which KPIs a company should define is not always easy. Each business can define the KPIs it deems most relevant based on various criteria, such as the type of business, the media used, and its goals. In many cases, this process involves some trial and error.

Below we present the most essential digital marketing KPIs across all channels (SEM, SEO, email marketing, social media), as well as the key goals a business may have:

Leads

The number of people who have expressed interest in a product or service by filling out a form and are likely to become customers. For example: someone who has filled out a contact form on our website or signed up for a free trial is considered a potential customer.

Cost Per Lead (CPL)

CPL is the amount we pay to acquire a new lead from a marketing activity. It is calculated with the following formula:

Conversion Rate (CVR)

This metric shows the average number of conversions per click from Google search results (SERP) or ad clicks and is expressed as a percentage.
Conversion Rate = (Number of Conversions / Number of Clicks or Actions) × 100

Example: If an ad receives 1,000 clicks and results in 100 conversions, then the conversion rate is 10% (100 / 1,000) × 100.

Customer Lifetime Value (CVL)

This refers to the total profit a business expects to earn from a single customer over the entire duration of their relationship. (Monique Danao, 2023)

It can be calculated in different ways, either using historical data or predictive models with machine learning.

Predictive models help identify the most profitable customers, products with higher profit margins, and ways to increase purchase frequency.

Historical models are simpler, using past data to predict future customer value, but they don’t assess whether the customer will remain loyal. Value is estimated using average purchase value.

CLV = Average Purchase Value × Average Purchases per Year × Average Customer Retention Time

Example: If the average purchase value is €100, with 7 purchases per year, and 3 years of retention:
CLV = 100 × 7 × 3 = €2,100

Return on Ad Spend (RoΑS)

A critical performance metric in digital marketing, ROAS measures the revenue earned for every euro spent on a campaign.

Return on Ιnvestment (ROI)

ROI refers to the net profit generated by a marketing action relative to its cost.

Keyword Ranking

Measures the position of your website in search engine results for a specific keyword.

Backlinks

Organic Sessions

The number of visits to your website from users who clicked on organic search results.

A session is a period of time during which a user interacts with your site or app. Example: A user visits your website, browses a few pages, and leaves. That counts as one session.

Cost Per Acquisition (CPA)

CPA measures the total marketing cost required to acquire a paying customer through a specific channel (e.g., Google Ads).

Cost Per Mille (CPΜ)

This is the cost advertisers pay for every 1,000 ad impressions. Impressions refer to how many times an ad is shown to users.

Subscribers

The number of individuals who have opted in to receive your email communications.

Open Rate

The percentage of recipients who open your email, compared to the total number of emails sent.

Click-Through Rate (CTR)

CTR is the number of clicks an ad receives divided by the number of times the ad is shown.
In email marketing, CTR refers to the ratio of users who click on a specific link in the email to the total number of recipients who opened the email.

Followers

The total number of users following your social media profiles across platforms.

Average Engagement Rate

This measures the percentage of users who liked, commented, shared, or saved your content on social media in relation to your total followers.

Average Engagement Rate = [(Total Engagement / Total Posts) / Total Followers] × 100

Conclusion

Using the right KPIs is a critical factor in effectively tracking your campaigns and your company’s digital strategy.

By selecting and tracking the appropriate KPIs, you can gain valuable insights into the effectiveness of your strategy, identify areas for improvement, and make data-driven decisions.

Contact us today to learn more about how we can help you define and track the right KPIs that will drive your business growth.

Measuring the performance of marketing activities has always been a core component of a successful marketing strategy.

Performance indicators (KPIs) act as a compass, helping a company determine whether it is allocating resources in the right direction and whether it is on the right track toward achieving its strategic objectives.

Proper understanding and categorization of KPIs by channel is fundamental to successfully tracking the performance of Digital Marketing strategies. Since digital marketing spans many channels such as email marketing, social media, SEM (Search Engine Marketing), and others, each one requires specific indicators tailored to the characteristics of the medium.

Their classification and description, however, can be a complex process due to the wide variety in what we want to evaluate and how we choose to measure it.

1. Primary Categorization by Type

This classification refers both to the time horizon over which we analyze or study a KPI for optimization purposes and to the organizational level (e.g., management team) that views and manages them.

Strategic KPIs are long-term indicators that are more closely aligned with the company’s strategy and goals. These are generally monitored by senior executives.
Operational KPIs, on the other hand, refer to short-term goals related to day-to-day or weekly activities and are mainly relevant to mid-level or junior teams.
For instance, ROAS (Return on Ad Spend) could be a strategic KPI, while CTR (Click-Through Rate) might be considered operational.

2. Categorization by Media Type

Another way to classify KPIs is based on the type of media a company uses to reach its audience.

Paid Media refers to media used for paid advertising, such as paid promotion on social platforms, Google campaigns, etc.

Owned Media includes assets owned and managed by the company itself, such as its website, blog, or YouTube channel. These are important brand-owned resources.

Earned Media consists of free exposure that a business receives from third parties, such as user-generated content on social media, brand mentions, online reviews, and backlinks.

Shared Media involves visibility gained from user interactions with brand-generated content, such as post shares, comments, or retweets.

The difference between earned and shared media is control: in earned media, the company has no influence over the content or channel (e.g., an unsolicited review or an external backlink), while in shared media, the brand has control over the original content (e.g., a Facebook post shared by users).

3. Categorization by Channel

Digital marketing operates across multiple digital communication channels like Email Marketing, Social Media Marketing, and SEM. Each channel has distinct KPIs that track and evaluate its specific performance.

Naturally, each channel’s activities require different evaluation criteria that focus on the metrics most relevant to that specific channel. For example, in email marketing, we care about tracking the number of recipients who opened an email (Open Rate), but that’s not a KPI we’d apply to a social media campaign.

Now that we understand KPIs vary depending on the channel, the goals, and the medium being used, in the next article we’ll explore the criteria for choosing the right KPIs and which ones are most important in digital marketing.

Anyone working in Digital Marketing deals daily with measurements, monitors their campaigns, and… chases results.

However, quite often, two terms get mixed up in our minds — KPIs and Metrics.

KPIs (Key Performance Indicators) are defined as quantifiable and strategic measurements that track the critical success factors of an organization. However, KPIs should not be confused with Metrics.

Metrics are defined as a measurement system that quantifies a trend, a dynamic, or a characteristic.

In essence, they are the units through which we measure data. For example, clicks on a campaign, impressions of an ad, or visits to a website are all considered Metrics. On the other hand, a KPI is a measurement that evaluates how well a company is performing in relation to its goals and strategic vision.

Although both KPIs and Metrics are types of measurements, not all Metrics should be classified as KPIs. Metrics are the data points that help monitor and manage KPIs.

The debate over which Metrics qualify as KPIs and which are simply performance indicators is ongoing among professionals — and sometimes, it can be quite difficult to distinguish between them. A simple way to differentiate is that KPIs are strategic indicators, while Metrics are usually tactical or operational measurements.

And of course, the key question we should always ask is: What criteria should we use to select the right KPIs in each case?

Address

Telephone

Email

First, What Are Search Engines Trying to Do?

The 4 Pillars of SEO:

1. Technical SEO

Key elements to focus on:

2. On-Page SEO

Core areas to focus on: