A marketing dashboard lets you follow up on your most important Key Performance Indicators. It allows you to focus on the areas that need improvement and communicates the same information clearly for all employees involved. This presentation explains the choices you need to make when you want to create a marketing dashboard for your organization. For more information, contact The House of Marketing.

1. Logo client
The Dashboard:
Performance at a glance

2. The right information to the right users at the right time
‘Something that FOCUSES the work of employees so everyone is
going in the SAME DIRECTION.’
Wayne W. Eckerson, director of research and services at The Data Warehousing Institute
A dashboard is a tool to translate the organization's strategy into
objectives, metrics, initiatives and tasks customized to each group and
individual in the organization.
It provides at-a-glance views of Key Performance Indicators
(KPIs) relevant to a particular objective or business process (e.g. Marketing,
Sales, Production…).
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3. Why a dashboard?
The risks you take & the benefits you miss by not using a dashboard
RISKS avoided BENEFITS gained
• Monitor critical business processes and • Communicate your strategy efficiently by
activities using metrics of business increasing visibility & giving a
performance that trigger alerts when consistent view of the business
potential problems arise
• Increase coordination, motivation &
• Analyze the root cause of problems empower users by delivering actionable
by exploring relevant and timely information
information from multiple perspectives and
at various levels of detail • Create organizational alignment
• Manage people and processes to improve within marketing & align marketing
decisions, optimize performance and steer objectives, operations and performance to
the company’s financial objectives through
the organization in the right the selection of critical metrics and sharing
direction by a return to focus, simple of results
process discipline and attention to only the
most important goals • Create a learning organization that
makes decisions on hard facts
• Integrate ROI & ROMI KPI’s to reduce supplemented with experiential intuition
costs & redundancy and save time
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4. Which dashboard for me ?
Environment
FOCUS TYPES
Level
STRATEGIC • Aligning company's strategic goals • Balanced scorecard*
• Delivered every quarter • Portfolio
• Service
• Sales performance
• Cross channel
• …
TACTICAL • Measuring (against the present goal) a • Profit sharing
progression of most important projects • Monthly sales
• Delivered monthly • CSI
• …
OPERATIONAL • Monitoring & analyzing company's • Calls / complaints
activities in a given business area, • Weekly sales funnel
(comparing actual and target rates) to • Campaigns
help understand if performance is on • Retention rate
or off target, and by how much, in real • Satisfaction rate
time • ...
• Delivered weekly
ANALYTICAL • Establish targets for tomorrow based • Sales target
on insights into historical data, using • Market share target
what-if analysis and pivots to identify • Churn target
patterns and opportunities • ...
• Very complex, delivered yearly
* Balanced scorecards mesure performance in four areas: research, customer satisfaction, internal controls and finances
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5. The perfect way to go…
D D
• TARGETS: Proper definition of target • TOO MANUAL: collection & delivery
audiences of information automatic to ensure
sustainable solution
• METRICS: Well-designed visual
metrics • TOO FLAT: provide enough data/
analytical capabilities to let users
• SIMPLICITY: easy to create & to explore problems’ causes highlighted
update & to use/understand in the graphical indicators
• MANAGEABILITY: evolving through
• TOO ISOLATED: Some performance
the time with the company
dashboards source data from a single
• LEADER: Sustained leadership system, appeal to a very small
through a dashboard audience or have the wrong goals/
‘champion’ (CEO, …) KPI’s (misalignment, unrealistic or
poorly defined)
• DATA: Strong information
infrastructure
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