The earliest known form of writing, cuneiform, appeared more than 5,000 years ago in the late 4th millennium B.C.E. Made by stamping wedges into clay tablets and firing them in a kiln, archeologists have uncovered literally millions of these earliest known documents, a large majority of which are basically business records—records of economic transactions. How many bushels of grain were exchanged with which trading partners when and for how much. That’s right, before letters and alphabets, before literature, before the Iliad and the Odyssey, before poetry, Shakespeare and Jack Kerouac, there were charts. The need to document and visualize our business information, it seems, was one of man’s earliest priorities.
FAST-FORWARD 7,000 YEARS—Meet Beckon Marketing Scorecards
What is a scorecard? Yes it’s an information-dense way to display data points. And yes, the Beckon Scorecard is stunningly beautiful. But don’t let the pretty pictures fool you. Beckon Scorecards, with roots in The Balanced Scorecard and Six Sigma methodologies, is a data-driven marketing performance measurement system that aligns marketing activities to business strategy and allows teams to monitor and improve their marketing over time.
Why did Beckon need to build omnichannel marketing scorecard functionality when we already have beautiful, omnichannel marketing dashboards? What’s the difference?
Marketing dashboards, especially when pulling directly from source systems, do a great job showing events and trends as they happen, while marketing scorecards are optimized for showing progress towards meeting key objectives. Marketing dashboards do a great job of showing what you are doing, while marketing scorecards show how well you’re doing.
Beckon Marketing Scorecards deliver on all the key success criteria for a great measurement system. They:
- Bind tactical metrics to a strategic framework.
- Report performance against pre-specified criteria.
- Provide context for the data.
- Are continuously updated.
Here’s a look at each point in further detail:
1. Beckon Scorecards bind tactical metrics to a strategic framework.
Instead of reporting this:
You can be reporting this:
In this way, marketing scorecards can be powerful storytellers of marketing success. There are many different ways to structure your scorecard—hence, many different stories to tell.
2. Beckon Scorecards report performance against pre-specified criteria.
Marketing is notorious for deciding on KPIs AFTER the fact. Without KPIs (clear criteria by which an effort should be judged) established upfront, efforts can’t be compared, assessed or benchmarked. With Beckon Scorecards, global brands like Gap, Coca-Cola and Microsoft are creating standardized sets of KPIs for campaigns, brands, and regions which enables powerful perspective and provides clear guidance for brand partners and regional teams.
3. Beckon Scorecards provide context.
Planned versus actual, performance versus comparable, performance versus previous period—these are all ways that marketers should be providing perspective on the data they share. No more “we delivered 8,000 tweets” (and the awkward silence that invariably follows).
4. Beckon Scorecards are continuously updated.
Powerful data visualization and storytelling tools like Beckon Scorecards are only as good as the data that feeds them. The Beckon data platform that feeds Beckon Scorecards aggregates data automatically, cleanses data on the way in and tags—or applies a consistent taxonomy to—data. One client last week called Beckon Marketing Scorecards a chiropractor for their data—committed to getting and keeping all their data in alignment. That alignment makes for a marketing scorecard that you and your management can trust.
Again, don’t let the pretty pictures fool you. Scorecards are a powerful data-driven measurement system that aligns teams and turbocharges continuous performance optimization. It may be an age-old idea, but it’s just been re-imagined and reinvented in Beckon Marketing Scorecards.
Download our Art of The Marketing Scorecard white paper or our more comprehensive Scorecard Builder Kit to get started. Please also join us for The Art of the Marketing Scorecard Webcast at 9 am PDT, April 2.