An extraordinary amount of time, effort, $$$ are spent on building dashboards/scorecards for CMOs… Yet, the end result, nearly always, is a useless data puke. It turns out boiling the ocean is hard. To build an effective big picture scorecard for the CMO, that is not data pukey, there are three crucial challenges that have to be solved: Represent the full span of the CMO’s world. Marketing broadly tends to obsess about Paid Media, they have to care about Owned and Earned Media as well – the latter will be the source of 70% – 75% of the incremental conversions!…
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Know the difference between a Reporting Squirrel and a Analysis Ninja? One is in the business of providing data. One is in the business of providing, to use a old fashioned word, information. This one of the core reasons why most dashboards are “crappy”, i.e. they are data pukes that provide little in terms of context and even less in terms of actionable value. Here are some examples of sub optimal dashboards, sub optimal in my mind from a actionable perspective. . . . Perhaps the most common type is above. Lots of data, even drill downs included, but you…