“Next Gen Dashboards have finally emerged,” says Forrester in thier recently released report, Next Generation Dashboards Put Data To Work To Drive B2B Marketing Decisions. Beckon, several other vendors, and several Beckon customers were interviewed for this new dashboard report which was produced to help marketing heads to “better understand how next-generation dashboards will help them monitor brand value and message relevance as well as rationalize and organize results around key business questions.”
Forrester also says in this B2B focused report that about 65% of marketing leaders surveyed say they have dashboards, but that “most fail” because they are not actionable.
We, too, have found that the vast majority of marketing leaders today—B2B and B2C alike—use dashboards regularly, but most of what’s available to them is too generic—simple data-visualization tools that turn spreadsheets into pie charts. But what marketers really need are advanced analytics from a marketing-specific solution in order to make resourcing decisions, decide channel mix strategy, and find their best opportunities for optimization.
Forrester agrees and notes in the report that help is on the way: “These new vendors are starting to fill some important B2B marketing performance management and decision-making gaps that other mainstream visual reporting providers like GoodData, QlikTech International, Tableau Software, and Tibco Spotfire don’t offer.”
We are honored that Beckon was included in this new report and thrilled that our clients were so well featured. We’ve licensed this report so you can download it for free, whether you’re a Forrester client or not.
Enjoy! And welcome to a brave new world of marketing intelligence solutions by marketers, for marketers.