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The Dashboard: Performance at a glance

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The right information to the right users at the right time

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‘Something that FOCUSES the work of employees so everyone is going in the SAME DIRECTION.’

Wayne W. Eckerson, director of research and services at The Data Warehousing Institute

A dashboard is a tool to translate the organization's strategy into

objectives, metrics, initiatives and tasks customized to each group and individual in the organization.

It provides at-a-glance views of Key Performance Indicators (KPIs) relevant to a particular objective or business process (e.g. Marketing, Sales, Production…).

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Why a dashboard? The risks you take & the benefits you miss by not using a dashboard

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BENEFITS gained

•  Communicate your strategy efficiently by increasing visibility & giving a consistent view of the business

•  Increase coordination, motivation & empower users by delivering actionable information

•  Create organizational alignment within marketing & align marketing objectives, operations and performance to the company’s financial objectives through the selection of critical metrics and sharing of results

•  Create a learning organization that makes decisions on hard facts supplemented with experiential intuition

RISKS avoided

•  Monitor critical business processes and activities using metrics of business performance that trigger alerts when potential problems arise  

•  Analyze the root cause of problems by exploring relevant and timely information from multiple perspectives and at various levels of detail

•  Manage people and processes to improve decisions, optimize performance and steer the organization in the right direction by a return to focus, simple process discipline and attention to only the most important goals

•  Integrate ROI & ROMI KPI’s to reduce costs & redundancy and save time

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Which dashboard for me ?

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Environment

Level FOCUS TYPES

STRATEGIC •  Aligning company's strategic goals •  Delivered every quarter

•  Balanced scorecard* •  Portfolio •  Service •  Sales performance •  Cross channel •  …

TACTICAL • Measuring (against the present goal) a progression of most important projects

•  Delivered monthly

•  Profit sharing  •  Monthly sales •  CSI •  …

OPERATIONAL • Monitoring & analyzing company's activities in a given business area, (comparing actual and target rates) to help understand if performance is on or off target, and by how much, in real time

•  Delivered weekly

•  Calls / complaints •  Weekly sales funnel •  Campaigns •  Retention rate •  Satisfaction rate •  ...

ANALYTICAL • Establish targets for tomorrow based on insights into historical data, using what-if analysis and pivots to identify patterns and opportunities

•  Very complex, delivered yearly

•  Sales target •  Market share target •  Churn target •  ...

* Balanced scorecards mesure performance in four areas: research, customer satisfaction, internal controls and finances

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The perfect way to go…

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•  TOO MANUAL: collection & delivery of information automatic to ensure sustainable solution

•  TOO FLAT: provide enough data/ analytical capabilities to let users explore problems’ causes highlighted in the graphical indicators

•  TOO ISOLATED: Some performance dashboards source data from a single system, appeal to a very small audience or have the wrong goals/KPI’s (misalignment, unrealistic or poorly defined)

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•  TARGETS: Proper definition of target audiences

•  METRICS: Well-designed visual metrics

•  SIMPLICITY: easy to create & to update & to use/understand

•  MANAGEABILITY: evolving through the time with the company

•  LEADER: Sustained leadership through a dashboard ‘champion’ (CEO, …)

•  DATA: Strong information infrastructure

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