Deploy Marketing Dashboards Across the Organization

April 6, 2017
Contributor: Chris Pemberton

Focus on deploying your dashboards so they are adopted by the people who need them.

As director of marketing analytics at a Fortune 500 company, Laura was well-versed at using data to drive insights and better decision making. Laura created a dashboard, but she found it hard to get the intended audience (a marketing manager, for instance) to use it. The data was there, and it was presented in a visually appealing way, but it just never gained traction within her marketing manager’s team.

After all, data gatekeeping is out and data democracy is in.

“It’s imperative to build a project-based team to socialize the dashboards across your company,” said Lizzy Foo Kune, principal research analyst, Gartner for Marketers.

“Data gatekeeping is out and data democracy is in.”

Marketing dashboards are used for automated data aggregation across dozens of sources, data preparation, and the visualization and creation of workflows for analysts to surface insights that stakeholders consume. Whether using an in-house solution or one from a vendor, marketers need to plan the deployment process before diving straight into dashboard design.

Use a process for deployment

Focusing on deployment increases the data literacy of contributors across the organization. Dashboard deployment establishes a process to ensure your marketing data is organized and dashboards are positioned for maximum effect. Use a structured process to deploy dashboards to ensure they are adopted by those who need them.

Find your “analytics translator”

Designate an “analytics translator” who understands business demands and technical specifications and can communicate effectively between technical teams and dashboard users. Most organizations have at least one individual who intimately understands the nuances of its data and knows who uses what data and at what frequency. This provides insight into what dashboard users will expect from the deployment initiative.

Pair your analytics translator with a project manager so they can create a timeline for the project and keep the internal team on track while working with an external dashboard vendor, if need be.

Identify team members

Build a team to advise colleagues on the frequency and use of data to drive insights. Your analytics department organizational structure determines who will be involved and the best communication approach to use. Don’t rely solely on volunteers. They bring enthusiasm, but it’s the less-passionate areas of the organization that put a deployment at risk of failure.  Organizational structure aligns dashboard expectations and points to the team members you should enroll.

Read More: Build Marketing Dashboards That Drive Action, Not Confusion

Build a project-based team to socialize the dashboards across your company. Dashboards need to include data that accounts for all decisions made by key stakeholders to be useful.

The key is to focus on deployment. Enter the deployment phase with a clear strategy to increase the quality of the dashboard effort. Time spent on deployment is time well spent — it ensures you have the greatest opportunity for impact.  

“Dashboard deployment establishes a process to ensure your marketing data is organized and dashboards are positioned for maximum effect,” said Ms. Foo Kune.

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