By Roy Wollen, President, Hansa Marketing Services.
If you’re responsible for marketing dashboards, you know you’re off to a bad start if you hear people say: So what? That’s nice to know, but what do I do with it? It’s pretty, but what’s next?
Business people are already inundated with numbers. To help you cut through the clutter, let’s discuss some pitfalls to avoid and top tips for developing marketing dashboards. But I will start by telling you the main takeaway: it’s not about creating cool gauges and dials, it’s about solving business problems.
Dashboards require planning. Dashboards embed actions. Dashboards have champions that socialize the work. This doesn’t happen because of a cool gadget.