Exercises

Develop the Benchmarks

To determine the right things to measure and build your dashboard, consider the following questions:

• What types of campaigns will be tracked? Are you tracking leads, cultivating those leads, converting those leads, or all of the above? Know exactly what you need to track to be successful.

• How do cross-channel communication and campaigns roll into a single program?

• What information is available to match a customer response, and how will you track that response through the process?

• How will all of the data be managed? Will each person in the marketing round be responsible for a portion of the dashboard, or will you have one analytics person reporting during the weekly meetings? If it’s the latter, education for each discipline around analytics must be ongoing.