CHAPTER 2
Compare the Marketing Analytics Dashboard to Your Current Scoring System
A common pitfall in the data-driven journey is more emphasis on reporting than deep-dive analysis. The analytics team's time is primarily spent on maintaining the existing reports and responding to ad-hoc reporting requests. Almost no emphasis is placed on advanced analysis, which can provide significantly more value to the business.
—BRENT DYKES, EVANGELIST FOR CUSTOMER ANALYTICS, ADOBE
CHANCES ARE YOU'VE HEARD ABOUT key performance indicators (KPIs), balanced scorecards, and dashboards. Maybe you've been using these tools and are disappointed by their ability to improve your decisions. As one manager said to me in a recent seminar: “We have reports for about ...
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