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THE MARKETING DASHBOARD
November 4, 2018 1 Comment
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“Not everything that counts can be counted, and not everything that can be
counted counts.”
I think this 1963 quote from William Bruce Cameron (often misattributed to
Albert Einstein) touches on some of the potential pitfalls of marketing
dashboards.
In this era of data-driven marketing, dashboards can give marketers a false
sense of security. They always appear authoritative, but the true value depends
on what’s being measured.
"If marketing kept a diary, this would be it."
- Ann Handley, Chief Content Officer of MarketingProfs
Order Now
The first half of the quote (“not everything that counts can be counted”)
highlights what’s often missing in marketing dashboards — the metrics that are
harder to measure, particularly qualitative findings or insights related to
long-term brand growth.
This can lead to marketing short-termism, which Mark Ritson describes as
“plucking all the fruit from the tree but not watering the plant.”
The second half of the quote (“not everything that can be counted counts”)
reflects the overwhelming noise of data, particularly vanity metrics. It’s
easier than ever to selectively cherry pick data that makes marketing look good.
But that’s a trap. And it can lead to eroding trust of marketing within the
leadership team.
Not all marketing dashboards are created equal. If a marketing dashboard is not
providing insights that link to business results, it’s just a pretty
distraction.
Here are a few related cartoons I’ve drawn over the years:
“Marketing Seat at the Table” May 2015
“Watching the Numbers” August 2018
“Digital Marketing Metrics” October 2016
Filed Under: data-driven
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1 COMMENT
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1. Roger Bradburn says
November 6, 2018 at 7:18 am
The simple fact is that all metrics are biased by definition. We have chosen
one metric above another thereby stating that one is the more important.
They say that you “get what you measure” and it is true. Trouble is, what
you decide to measure may not be what you need. Even sales may be
undesirable as a metric if it is at the expense of profits or the resources
of the business. Going at very high speed in the wrong direction is not
going to win the race.
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