We maintain a great deal of data and have cool charting capabilities, giving Upper Quadrant the ability to create numerous dashboard charts and elements. But, we have learned that less is sometimes better.
A good marketing dashboard is not measured by the number of charts or cool usability; it is measured by the insight provided. A good marketing dashboard should provide a timely and accurate snapshot that answers four critical questions:
- What is broken?
- How am I doing?
- What are the best and worst performers?
- Where am I heading?
By answering these questions, everyone from marketing operations to executive management can impact marketing performance and shift attention from data gathering and analysis to focusing on the big issues that will drive value for their company or client.
In upcoming blogs, I will breakdown and provide more insight regarding the four key questions.