Of all the phases of the digital measurement process, without a doubt the most strategic is the selection of the most appropriate metrics to report, and what is most important,How does so that we can make the decisions that allow us to optimize our strategy . The amount of data (not the same as information, much less knowledge), to which we have access is immense. And it does not stop growing as our ability to measure (knowledge, experience, tools, etc.) evolves. Selecting a correct indicator is the equivalent of answering a question. I am often asked things like: “what are the metrics to measure xyz?” Sometimes you can give some base metrics, but the complete recipe is different for each case. There are not (should not be) two identical dashboards for two different companies. Each one has specific needs.
We must give visibility to marketing from the perspective of a CEOHow does
We must offer the vision from the top down and not vice versa. That is, it is not about reporting the most relevant metrics for us, but rather the most relevant ones of our work for them. It seems the same, but it is not. Before defining the most interesting metrics, applicable to most CEOs,How does we must understand the context. How category email list to define a marketing dashboard for a CEO? What features does a marketing dashboard have to have to be useful for a CEO? We need to look at things from their perspective.
How to define a marketing dashboard for a CEO?
What features does a marketing dashboard have to have to be useful for a CEO? How doesWe need to look at things from their perspective. 1. Strategic vision : the first thing is to understand that what happens in the digital area (I have deliberately removed marketing) is part of a larger strategic plan. Therefore this scorecard should better describe how we are advancing this plan from the digital area. Therefore, this dashboard must report on very diverse things: Global vision. Digital sales. Project status. People. Products. Market. etc With this vision we must decide Phone Number BL where we put the focus, and for this our opinion is essential, but above all that of the person who will receive the dashboard. 2. Involvement of the CEO in defining the scorecard :