Blog Insight

Demystify Your Marketing Data with a Five-Second Dashboard

Your customer has five seconds to spare before he clicks away to another page. Your coworkers have five-second attention spans in an hour-long meeting. Your CMO has five seconds to absorb the latest KPIs and ROI before a meeting with the CEO.

How do you communicate with each of them in only five seconds so they feel informed and empowered?

With a dashboard.

Dashboard scenes are at-a-glance insights arranged in groups of three to eight key performance indicators. Essentially, a dashboard allows you to visualize your data in a single location with an appearance that helps you focus on drawing conclusions instead of connecting the dots.

In 1989, Howard Dresner of Gartner envisioned the dashboard as a central tool to view business performance. With this central location and quality data streams, we now have the ability to change the meaning of data with dashboard scene graphics. This empowers the user with an opportunity to explore data that might otherwise be off limits or in multiple locations.

Here are six dashboard basics to help you get it right:

1. Begin with the end user’s skills, workflow, and communication style in mind.
2. Connect data streams to your dashboard with a focus on data integrity.
3. Choose three to eight key performance indicators. Each KPI will appear in a scene on your dashboard canvas. Review our best practices for understanding hard and soft ROI measurements.
4. Arrange your dashboard so that the most important information is read first.
5. Keep it clean. A fancy presentation takes away from the user’s ability to engage in decision making.
6. Make your dashboard mobile optimized to increase the likelihood of use. Remember that the smartphone is your CMO’s first screen.

If additional text is needed to explain your data, consider approaching the dashboard with a new perspective and revising your approach.

Data integrity and trust are key in bringing a quality dashboard to life. If multiple data sources are utilized, be sure to feed each dashboard scene with concrete data streams. Credibility is lost on unstable data foundations, which results in poor decision making.

Swift access to insight for fast decision making

Marketing strategy dashboards offer the ability to spot trends and create solutions, and they pull in data from multiple sources for sharing with cross-functional teams. Operations performance dashboards are helpful with online banking, tracking account status, and assessing financial goals versus spending. A clinical quality dashboard format might offer quick insight for health care professionals in need of immediate patient information.

How GLG’s clients use dashboards

Avaya MarketLeaders utilizes a dashboard to view vendor performance and collaborate on channel marketing campaigns.

Toyo Tires uses a dashboard to monitor awareness, site engagement, loyalty, and SEO. A customized event tracker reports on details from the Toyo Tires dealer finder.

When time is tight and you need to cut to the chase, do it with a dashboard.