An effective business intelligence tool is both a strategic dashboard and an operational dashboard at the same time.
Top-level executives should be able to see a high-level view of marketing KPIs right off the bat, but also be able to drill down to granular data and uncover which channels or advertisements are successful in reaching business goals.
Having the option to invite different members of the executive team with different access rights and views would also help greatly. For instance, a CFO should have access to a particular set of performance metrics, while a CMO should have access to another.
In terms of user experience, a simple, clear, and easy-to-read user interface would lead to better analysis and informed discussions across the executive team.
But the work of dashboard software doesn’t end at visualization. You should be able to export this data into a PDF or a CSV report and share it with different stakeholders through unique links.
This is especially helpful if you’re a marketing agency that needs to report to your clients regularly so they can stay informed on the performance of your initiatives.
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