TrustInsights.ai :: #MPB2B
Paradise By the (Analytics)
Dashboard LightData Storytelling for B2B Marketers
Christopher S. Penn
Chief Data Scientist
TrustInsights.ai@cspenn @TrustInsights
TrustInsights.ai :: #MPB2B
If you started binge-
watching Netflix 55 million
years ago without
stopping, you’d just be
getting to 1 zettabyte
today.
TrustInsights.ai :: #MPB2B
Why do you want a dashboard?
As CMO, I can see overall performance so that I can demonstrate marketing’s impact to the board.
TrustInsights.ai :: #MPB2B
Why do you want a dashboard?
As Marketing Manager, I can see the performance of my team so that I can improve individual performance.
TrustInsights.ai :: #MPB2B
Best for Most Marketers
Best for Complex Companies
Best for Integrated AI / Data Science
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Comparison : What could we improve?
Distribution : What’s unusual or outlying?
Relationship : How are things related to each other?
Composition : How much of any one thing is there?
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Google Organic
Format
Audio
Video
Text
Frequency
Time of Day
Day of Week
Topic
Parent
Keywords
Content Quality
Subject
Production
KPI MAPPING
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
Effective Dashboards
Clear
•You know what you're looking at
Clean
•Well-labeled and documented
Complete
•Conveys all the necessary information
Concise
•Conveys only the necessary information
Cited
•Underlying data sources, methodology, and authorship available
Conclusive
•Conveys your next steps/course of action
Copyright © 2019 Christopher S. Penn | @cspenn | @TrustInsights | cspenn.com | TrustInsights.ai
The 6C Framework for Effective Data Visualization
TrustInsights.ai :: #MPB2B
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