If you are a NRA enthusiast or have any general knowledge of guns or knowledge of physics, this analogy will hold true to marketing dashboards! Researches took the best marksman in the world and had them shoot at a still bulls-eye; the worlds greatest marksman were perfect. They the exact same target and placed it on a wagon moving 15 miles per hour not only were there no bulls-eyes, the target was never hit.
Thinking through all the issues when implementing a Marketing Software solution that has a Marketing Dashboard component is impossible. But having the right marketing dashboard is invaluable. So after the decision has been taken, a CMO / CIO must keep their eye on the ball. In the case of having a marketing dashboard the ball is what is my Return on Marketing Investment?
There are innumerable companies that tout a Marketing Dashboard. The problem with all of them becomes obvious only after you begin to use their software; they are technology companies pushing a software application! What marketing needs is a marketing company that provides marketing technology solutions. Not something a CIO wants to hear.
Planning Ahead for Compliance: An Analytics Road-map for Sales & Marketing The best plan for harnessing analytics powerful predictive and explanatory capabilities in sales & marketing is a three-pronged approach: