A marketing dashboard shows you the way
-
Upload
the-house-of-marketing -
Category
Business
-
view
1.260 -
download
1
description
Transcript of A marketing dashboard shows you the way
Logo client
The Dashboard: Performance at a glance
Presentation1
The right information to the right users at the right time
2
‘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…).
Presentation1
Why a dashboard? The risks you take & the benefits you miss by not using a dashboard
3
BENEFITS gained
• Communicate your strategy efficiently by increasing visibility & giving a consistent view of the business
• Increase coordination, motivation & empower users by delivering actionable information
• Create organizational alignment within marketing & align marketing objectives, operations and performance to the company’s financial objectives through the selection of critical metrics and sharing of results
• Create a learning organization that makes decisions on hard facts supplemented with experiential intuition
RISKS avoided
• Monitor critical business processes and activities using metrics of business performance that trigger alerts when potential problems arise
• Analyze the root cause of problems by exploring relevant and timely information from multiple perspectives and at various levels of detail
• Manage people and processes to improve decisions, optimize performance and steer the organization in the right direction by a return to focus, simple process discipline and attention to only the most important goals
• Integrate ROI & ROMI KPI’s to reduce costs & redundancy and save time
Presentation1
Which dashboard for me ?
4
Environment
Level FOCUS TYPES
STRATEGIC • Aligning company's strategic goals • Delivered every quarter
• Balanced scorecard* • Portfolio • Service • Sales performance • Cross channel • …
TACTICAL • Measuring (against the present goal) a progression of most important projects
• Delivered monthly
• Profit sharing • Monthly sales • CSI • …
OPERATIONAL • Monitoring & analyzing company's activities in a given business area, (comparing actual and target rates) to help understand if performance is on or off target, and by how much, in real time
• Delivered weekly
• Calls / complaints • Weekly sales funnel • Campaigns • Retention rate • Satisfaction rate • ...
ANALYTICAL • Establish targets for tomorrow based on insights into historical data, using what-if analysis and pivots to identify patterns and opportunities
• Very complex, delivered yearly
• Sales target • Market share target • Churn target • ...
* Balanced scorecards mesure performance in four areas: research, customer satisfaction, internal controls and finances
Presentation1
The perfect way to go…
5
D
• TOO MANUAL: collection & delivery of information automatic to ensure sustainable solution
• TOO FLAT: provide enough data/ analytical capabilities to let users explore problems’ causes highlighted in the graphical indicators
• TOO ISOLATED: Some performance dashboards source data from a single system, appeal to a very small audience or have the wrong goals/KPI’s (misalignment, unrealistic or poorly defined)
D
• TARGETS: Proper definition of target audiences
• METRICS: Well-designed visual metrics
• SIMPLICITY: easy to create & to update & to use/understand
• MANAGEABILITY: evolving through the time with the company
• LEADER: Sustained leadership through a dashboard ‘champion’ (CEO, …)
• DATA: Strong information infrastructure
Presentation1 6
Presentation1 7
Presentation1 8