tag:blogger.com,1999:blog-18658445.post5860056744921016863..comments2020-02-06T09:16:52.222-05:00Comments on Marketing Measurement Today: Dashboards - Huge Value or Big Expense?Pat LaPointehttp://www.blogger.com/profile/09455689198303278078noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-18658445.post-48436515834387087842010-08-11T12:59:17.982-04:002010-08-11T12:59:17.982-04:00While there seems to be a growing mandate from the...While there seems to be a growing mandate from the C-Suite to analyze (prove the ROI, show me the business value, etc.), the reality is that this mandate hasn't been operationalized into job descriptions. Until organizations have seriously addressed what is necessary to make data-based analysis a reality (i.e., the skills, formalized roles and processes and especially, time allocation), the unrealistic expectations, misunderstanding and misuse of dashboards will continue. <br /><br />Since my company is in the process of releasing a social media measurement dashboard product (Social Snap), this is an issue I think about quite often. We are doing three things as a result:<br /><br />1.) Continuously working on ways to display/present data that provides some context, as well as combining metrics with specific actionable recommendations (to make the leap easier). This obviously helps, but will not completely solve the problem. <br /><br />2.) Providing outsourced analyst services in combination with the tool.<br /><br />3.) Encouraging clients to start with a smaller group of data points and expand out over time (the tool is flexible enough to allow this). I agree with you that the "stretch excercise" is a great way to make the lightbulbs go on.<br /><br />I hope your post stimulates an active conversation on this topic. I would love to hear how others are tackling these issues in their organizations. Agencies, clients and tool vendors are all feeling the sting from this in one way or another.Nan Dawkinshttp://www.serengeticom.comnoreply@blogger.com