The document outlines steps for marketers to create and use dashboards to better monitor marketing progress and facilitate decision making. It discusses the benefits of dashboards, including helping address poor data organization, biases, accountability demands, and cross-department integration. Case studies show how dashboards can inform decisions across various industries. The book provides guidance on assembling teams, gaining IT support, building databases, designing effective visualizations, and cultivating a data-driven culture.

1. It’s Not the Size of the Data
– It’s How You Use It:
Smarter Marketing with
Analytics and Dashboards
© Koen Pauwels, 2013

2. Foreword by Laura Patterson,
Visionedge Marketing
“Through this book Koen Pauwels makes his extensive
experience within the reach of us all. He outlines
steps, shares case studies, and provides checklists that make
it possible for marketers to create and use dashboards as a
way to both monitor progress and facilitate decisions.
He designed this book to help marketers use data and metrics
to better understand the effect and impact of marketing
investments.”

3. Decisions That Data + Analytics
Can Inform
Case studies on brand tracking, data management, offline +
online marketing communication, direct mail, social media,
search, promotions, pricing, product age, retargeting,…
Large and small companies, B2C and B2B across 3 continents
Even a small improvement in using marketing analytic
dashboards brings companies on average 8 % higher Return on
Assets compared to their peers (Germann et al., IJRM, 2012)

4. Across Industries In Case Studies
Fast moving consumer goods: P&G, Unilever, food, non-food
Financial services: Discover, Vanguard, First Tennessee Bank
Consumer durables: cars, furniture, male shaving
Entertainment: EB Games, Harrah’s
Services: online retail, fashion retail, online travel, insurance
Business-to-business: Avaya, Unisys, global packaging
Not-for-profit: Atlanta city dashboard

5. Chapter 1: What Marketing Analytics
Dashboards Can Do for You
Analytic Dashboard: a concise set of interconnected
performance drivers to be viewed in common throughout the
organization
It helps you deal with:
1. poor organization of data,
2. managerial biases in information processing and
decision-making,
3. the increasing demands for marketing accountability, and
4. the need for cross-departmental integration when needed

6. View Performance Drivers: Examples
European SME
Source: http://www.dashboardinaction.com/
U.S.-Based Large Firm
Source: http://www.dundas.com/

7. Connect Your Actions With Results

8. Do You Need an Analytic Dashboard?
Is your organization suffering from:
1) Confusion about the effectiveness of new
media (what is your social media ROI?)?
2) Lack of comparable metrics across media
(online vs. offline) or countries?
3) Too many ‘key performance indicators
without proof of their sales impact?
Can marketing answer the
questions:
1) If we need to cut 20% from our
marketing budget, what would we cut?
Not
2) If we need to get 10% more
revenues next year, where would they Really
come from?
3) When does our marketing action
affect performance, and how long does
it last?
Do you want to:
1) Agree on facts so meetings
focus on plans to action?
2) Justify budget (changes) in
winning financial language?
3) Deploy analytics to turn data
into better decisions?
YES
You need an analytic dashboard
You want to read this book
You’re gonna like the way it helps
you lift your performance

9. From Reporting to Insightful Analysis
A common pitfall in the data-driven journey is the 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

10. Chapter 2: Dashboard vs. Scorecard
Commonalities
Provide a snapshot of a firm’s
performance
Differences
Dashboard metrics proven to lead
performance by data analytics
Dashboard integrates short- and
long-term objectives of a firm,
scorecard is rather focused on
long-term deliverables
Align marketing (other functional
unit) objectives with a firm’s
strategy
Scorecard lacks flexibility,
dashboard is highly customizable
Link inputs with outputs
Scorecards’ users are
predominantly top managers,
dashboards can be used at any level
of organizational hierarchy
Dashboard focuses on a firm’s
context, scorecard is rather weak
on competition
perspective/analysis

11. Chapter 3: Start With the Vision
“It is possibly the single most important opportunity, in a
decade, for your management to reinvent.
But to do so you need to have good metrics, measurements you
can trust and from which you can make sound decisions that
advance your company's business plan.
You need to measure what really counts. Once identified, these
metrics should then be placed in your Dashboard.”
Borenstein, 2009

12. Chapter 3: Start With the Vision
Better performance by analytic dashboards =
Goal alignment with company’s vision
*
Top management support
*
Employee engagement

13. How Goal Alignment and Metrics
Consensus Get Results
Measurement
Enablers
Measurement
Abilities
Use of a
dashboard
+
++
+
Metrics
consensus
+
++
Goal alignment
Ability to
measure brand
equity
Ability to
measure
financial
returns
Outcomes
Revenue
improvement
+
-
++
Learning
++

14. Chapter 4: Assemble Your Team
Today’s marketers must possess a hybrid of traditional marketing
skills and quantitative skills – mixing both art and science. But it’s
not enough to have both on the team; you have to some of each in
everyone (like having a major and minor in college). We’ve started
living this at SAP. To let the science influence the art, we gather data
and feedback on our marketing ideas before we make a full
commitment.
Jonathan Becher
Chief Marketing Officer
SAP

15. Chapter 4: Assemble Your Team
5 out of 12 steps to build + maintain your project team:
1. Identify the skills needed
2. Find the right mix of personalities
3. Recognize what motivates/demotivates your people
4. Know the stage your team is in
5. Lead, don’t micromanage your team

16. Chapter 5: Gain IT Support on Data
Big & Small
7 pillars to bridge IT and business units into cooperation
1.
IT understands its role is to support business
2.
IT knows strengths and quirks of its customer, i.e. business
3.
IT does not get isolated, but integrated into decisions
4.
Business sees how its ‘need for speed’ creates IT problems
5.
Business develops self-discipline for long-term feasibility
6.
Business understands set-up costs and maintenance efforts
7.
Standardize IT service, but do leave the room for flexibility

17. Chapter 6: Build Your Database
The main goal of a database is to collect, analyze, and
distribute information to the right people at the right time.
5 out of 10 tips on how to manage your database:
1.
Make sure your data is accurate and up-to-date
2.
Distribute key information to all stakeholders
3.
Customize your database
4.
Keep it simple and clean
5.
Utilize your database at its full capacity

18. Chapter 9: Include Emerging Channels:
Online and Social Media
3 rules for social media marketing:
1.
Begin with setting clear marketing goals and objectives and
then move on to metrics
2.
Use both quantitative and qualitative metrics: there is no
“silver” metric
3.
Use metrics specific to your company, business and marketing
goals and objectives

19. Chapter 11: Design Your Dashboard
Dashboard design key attributes:
• Simplicity
• Focus
• Clarity
• Compactness
• Leading to action
• Readability
• Insightfulness
• Flexibility

20. Source: http://www.dashboardinaction.com/, © 2010 Koen Pauwels

21. Chapter 11: Design Your Dashboard
5 out of 10 tips on how to visualize your dashboard:
1. Highlight key metrics that require attention
2. Categorize information with color
3. Present data on dashboards in a consistent way
4. Use meaningful and descriptive titles
5. Avoid cluttering dashboards

22. Source: http://www.dundas.com/

23. Source: http://www.dundas.com/

24. Chapter 12: Launch & Renew Your Dashboard
7 things to remember for your dashboard project success:
1. Dashboards should be useful
2. Dashboards should be aligned with strategy
3. Dashboards should contain the right KPIs
4. Dashboards should be clear and easy-to-read
5. Dashboards should be well planned
6. Dashboards require effective execution and committed people
7. Dashboards are not set in stone, require response to feedback

25. Chapter 13: Change Your Decision
Making: From Interpretation to Action
“Information is not knowledge. The only source of knowledge is
experience.”
Albert Einstein
“The best business decisions come from intuitions and insights
informed by data. Using data in this way allows your
organization to build institutional knowledge and creativity on
top of a solid foundation of data-driven insights.”
Bladt and Filbin
Dosomething.org , 2013

26. Chapter 14: Nurturing the Culture and
Practice of Accountability
“The real revolution in data will be a change in organizational
behavior and culture — and those changes are hard and take
time. Many organizations will struggle with the shift, and
frankly, many will be usurped by new competitors who grow up
natively with this new worldview.”
Scott Binker
Chief Marketing Technologist, 2013

27. CONCLUSION: CALL TO ACTION
Germann et al. (2012) uncover 5 key success factors for
effective use of marketing analytic dashboards that increase
company’s performance by 8-20%:
1. Top management support (see Chapters 1 and 3)
2. A supportive analytics culture (see Chapters 4 and 14)
3. Information technology support (see Chapter 5)
4. Appropriate data (see Chapter 6)
5. Analytic skills (see Chapters 7-10 and 13)

28. CONCLUSION: CALL TO ACTION
“You don’t need software –
You need courage and a vision”
Borenstein (2009)

29. Check out the book on Amazon.com in
the U.S. and McGraw-Hill in Europe.
For questions and feedback, please
contact the author!
Prof. Dr. Koen Pauwels
koen.pauwels@ozyegin.edu.tr
www.marketdashboards.com