According to Gartner Analyst Martin Kihn’s recent report, How to Develop an Effective Marketing Dashboard, marketing dashboards are one of the most valued—and disappointing—tools in the marketers’ portfolio. Why disappointing? Martin’s research finds it’s because most are “heavy on numbers and tables and light on powerful decision support.”
But, Martin believes marketing dashboards can be extremely powerful if designed to drive more effective action. Using Beckon Marketing Scorecards as an example, he walks marketers through the process of choosing which metrics to include and the importance of putting them in context. Conveying a lot of information simply, within limited space is possible, Martin notes, pointing to these Beckon samples:
If you have a Gartner membership we recommend checking out the full report. It’s a great resource for marketing leaders struggling to get value from their marketing dashboard or those just getting started.
And, many thanks to Martin for referencing our Scorecards. Our goal is to help marketers beautifully communicate the business impact of everything they do and we’re thrilled Martin thinks our Scorecards do just that.