What is a dashboard and what is it for?
Posted: Mon Dec 23, 2024 6:53 am
I have already insisted several times on this blog on the role of a dashboard in a digital marketing strategy , but from my experience with companies of all sizes, I realize that in most cases they do not even consider its usefulness. They have a series of reports that come to them from different sources, and with this they get by on a day-to-day basis. And they do so without knowing the main metrics that will help them make strategic decisions.
Just as a car has a control panel with the main key indicators of its operation, the strategy of our company has to have one (or several dashboards) that allow it to have a global vision of what is happening and make the best decisions.
There are dashboards with very indonesian phone number different objectives, from the most strategic to the most tactical. Let's start at the beginning and then we will see their importance, different applications and understanding their meaning.
Whatever your case, the dashboard should play a fundamental role in your day-to-day work. It will allow you to identify problems and make decisions based on key indicators and not on intuitions or incomplete information (as is often done in companies).
What is a dashboard?
Meaning of dashboard:
It is a graphical representation of the main indicators (KPI) that intervene in achieving business objectives, and is aimed at decision-making to optimize the company's strategy. A dashboard must transform data into information and this into knowledge for the business .
Features of a digital marketing dashboard
Number of KPIs : only those KPIs (no more, no less) that are necessary (usually between 7 and 10 KPIs are mentioned).
It is not about adding data for the sake of adding it, but rather about showing in the most appropriate way those that allow us to make decisions.
It is a 'fixed' picture of the KPIs that most influence the achievement of our objectives.
Segmentation and context : You need to present these KPIs in a way that is relevant (actionable) to the business.
Visualization : the person who makes decisions in the marketing department must be able to easily interpret the information they are seeing. Therefore, the dashboard must be brief , speak the same language as the decision-maker, and its graphic representation must be appropriate for the data it represents and sufficiently visual to make it attractive to study.
As a general rule, the higher up in the organization the decision-makers we are addressing are, the fewer numbers and more letters (actionable conclusions) they will have, and vice versa.
Dashboards are usually represented in the equivalent of an A4, but there are data visualization tools that allow you to delve deeper into them from the dashboard itself.
Analysis : In addition to the KPIs, the dashboard must be accompanied by an analysis of: what happened, the recommendations given and their potential impact on the business . The analysis must recommend actions, not describe them . In other words, we cannot stop at: “The conversion rate rose to 2%.” We must explain the origin of this increase, what we are going to do to maintain it, what effect this will have on the business, etc. etc.
Just as a car has a control panel with the main key indicators of its operation, the strategy of our company has to have one (or several dashboards) that allow it to have a global vision of what is happening and make the best decisions.
There are dashboards with very indonesian phone number different objectives, from the most strategic to the most tactical. Let's start at the beginning and then we will see their importance, different applications and understanding their meaning.
Whatever your case, the dashboard should play a fundamental role in your day-to-day work. It will allow you to identify problems and make decisions based on key indicators and not on intuitions or incomplete information (as is often done in companies).
What is a dashboard?
Meaning of dashboard:
It is a graphical representation of the main indicators (KPI) that intervene in achieving business objectives, and is aimed at decision-making to optimize the company's strategy. A dashboard must transform data into information and this into knowledge for the business .
Features of a digital marketing dashboard
Number of KPIs : only those KPIs (no more, no less) that are necessary (usually between 7 and 10 KPIs are mentioned).
It is not about adding data for the sake of adding it, but rather about showing in the most appropriate way those that allow us to make decisions.
It is a 'fixed' picture of the KPIs that most influence the achievement of our objectives.
Segmentation and context : You need to present these KPIs in a way that is relevant (actionable) to the business.
Visualization : the person who makes decisions in the marketing department must be able to easily interpret the information they are seeing. Therefore, the dashboard must be brief , speak the same language as the decision-maker, and its graphic representation must be appropriate for the data it represents and sufficiently visual to make it attractive to study.
As a general rule, the higher up in the organization the decision-makers we are addressing are, the fewer numbers and more letters (actionable conclusions) they will have, and vice versa.
Dashboards are usually represented in the equivalent of an A4, but there are data visualization tools that allow you to delve deeper into them from the dashboard itself.
Analysis : In addition to the KPIs, the dashboard must be accompanied by an analysis of: what happened, the recommendations given and their potential impact on the business . The analysis must recommend actions, not describe them . In other words, we cannot stop at: “The conversion rate rose to 2%.” We must explain the origin of this increase, what we are going to do to maintain it, what effect this will have on the business, etc. etc.