Importance Of Executive Dashboards

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Executive dashboards are the door ways to express the deeper insights of the how good the business is running or making profits. Like Dr. Kaushik said “Effective dashboards can be a powerful communication medium and greatly accretive to driving actions” (Kaushik, 2010, p.275). But often the marketing team or high end management team are always unhappy with what they try to perceive form the executive dashboards. This is not because of the lack of data but due to the lack of recognition of the important metrics and their usage for strategically made changes. Dashboards differ in a variety of ways depending on the level of complexity, business line and often with the increasing complexity of the available Key Performance Indicators (KPIs).
Some …show more content…

It is very important for an executive dashboard to have contextual metrics rather than all of the metrics. Even though the metric seems to be very important for the organization, but without the context using it in executive dashboard is just redundant work. Also having a benchmark will help the middle management team to understand the scenarios of the numbers with respect to the benchmarks. Basically, the website goal for example the average duration spent beyond 2 minutes metric can be a potential goal to be considered for benchmarking in the executive dashboard.
Segmentation: Executive dashboard can become complex if segmentation is avoided. The reason behind this is because segmentation helps the executives to understand the causal effect of the different metrics. In sense, segmentation gives the broader overview of the effect of different metrics so that their action ability could be clearly taken into considerations. For example, in the executive dashboard of e commerce business, the segmentation of customers based on geographical aspect (Country/City) will help the marketing executives to take wise decisions about their future product …show more content…

Unimportant metrics must be avoided from the executive dashboard as they cover up the prominent insights. For example, if an ecommerce websites data is been tracked for executive dashboard, including metrics like continent wise visitors, country wise visitors and city wise visitors all the three are related and two of them are subset to other. Including all of them in the executive dashboard would create redundancy, which indeed would be a distraction from the main metrics. Hence while creating an executive dashboard one must consider it as a thoughtful practice to avoid unimportant and redundant

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