Forrester weighs in on marketing dashboards

Spend for marketing analytics is set to increase 66 percent in three years according to the latest CMO survey. And, it’s even more compelling when you consider that more than 97 percent of analytics and marketing professionals still use spreadsheets to produce analysis and measurement outcomes.

Enter marketing dashboards—a way to eliminate manual cutting and pasting and get real-time visibility into marketing performance. According to Forrester marketing dashboards, “act as catalysts to change perspectives of marketing performance and help allocate future marketing spend.”

But, the term marketing dashboard means different things to different people and not all dashboards are created equal. Two new reports from Forrester published this week help marketers navigate the marketing dashboard landscape and find the right solution for their team.

The research, split into two reports from the perspective of customer insights (CI) professionals and application development & delivery professionals (AD&D), documents the criteria for good dashboards: advanced data visualization, collaboration across functional groups, real-time updating, contextual data, drill-down capabilities, storytelling, personalization, alerts and information push. And, they happen to feature Beckon as an example of a great dashboard and data management solution!

If you’re a Forrester customer you can check the reports out here (for CI professionals) and here (for AD&D pros). And, if you’re hungry for more, our 10 Ways to Make Your Dashboard Great white paper and 40 Questions to Ask Your Dashboard Provider are also great resources.