Koen Pauwels, winner of the 2010 Google/WPP Research Award, explains why you should create and use a marketing analytics dashboard. His basic chapters will help anyone who is exploring these easy-to-read graphic presentations of metrics. If you already use a marketing analytics dashboard, Pauwels will sharpen your focus and help you use it more effectively. This worthy data management handbook also provides tools for information-based decision making. Pauwels’s advice and tactics will help anyone who is ready to adopt a more analytical approach to marketing, as well as those interested in planning and decision making.
“Marketing Analytics Dashboards”
To make the right marketing decisions in the face of rapidly moving events, you must know what has happened, why it happened, what the potential results of different responses might be and what actions you have to take. Answering those questions requires fast access to sound, pertinent data. A well-designed marketing analytics dashboard (MAD) provides that and more.
Dashboard designs differ, yet all dashboards share core characteristics. They provide a “concise set” of data to help you focus on a few core metrics that abet good decision making. Different parts of a dashboard are “interconnected,” allowing users to move among them. Dashboards cover only “key performance drivers,” metrics that clearly indicate performance. Dashboards make this information visible with color-coding, tables or charts.
All of an organization’s stakeholders can share marketing analytical dashboards that organize the same data, represent the same processes and provide shared viewpoints. Dashboards promote consistency in performance monitoring and communication. They also provide shared starting points for planning and making hard choices. Gain executive...