Brands must avoid thinking of digital dashboards as a replacement for data analysts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 01, 2019, 5:42 AM UTC

These dashboards must be subject to regular maintenance.

A digital dashboard lets users bring in data from multiple sources in real time. It can also give more information on the data displayed and allow marketers to make adjustments in date range and other elements. The author cautions that to be able to optimally use dashboards, marketers need investments and expertise.

And so, dashboards mustn’t be thought of as substitutes for data analysts. The piece clarifies that a dashboard should be treated as a new software product instead. Businesses could build a central team to design, deliver and maintain dashboards and to handle reporting for the company.

This team must be the “guardians of data consumption” in the company. To optimally use a dashboard, analytics statistics must be reviewed regularly and unused areas must be updated or removed.  

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