I love analytics, business intelligence models and the newest dashboard technology. But as good as all those tools are multi-channel marketing is about the methodology first. Dashboards are a scoreboard analytic tool. They cannot predict future outcomes with 100% certainty.
They may have BI (business intelligence) and some do have predictive analytics (aka AI). If programmed properly and the data is skewed correctly there is real value. But dashboards are like ovens; they bake data and spit out information based upon what the input recipe was.
Don’t short cut the sequence. Don’t discount the methodology. Be patient.
Marketing directors and digital managers need to make sure they adhere to a well thought out strategy that develops the brand, and engages their customer with relevant content through multi-phase multi-channel market approach. Then followed by analyzing through a client specific, customized dashboard and finally rolling out the campaign.
Final thought.
It is mission critical for CMO’s and CEO’s to champion the marketing department. Let them multi-channel test, measure, share the results and then decide whether to move forward. Don’t be fooled by the latest and greatest digital dashboard. They are just a tool.
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