Gartner Research

CMO Insight: How to Build a Digital Marketing Dashboard

Published: 19 April 2016

ID: G00302252

Analyst(s): Martin Kihn


Many CMOs struggle to get value from marketing dashboards. While rich with data, marketing dashboards often fail to give forward-looking information for making key decisions. Greater results can be achieved by leading a process focused on user needs, business contexts and actionable insights.

Table Of Contents


What You Need to Know

  • Put Scope, Metrics and Context Before Design
  • Prioritize Dashboard Insights by Functional Area
  • Make Your Dashboard a Tool for Recommendations

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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