The Importance of Context in Dashboard Analytics

– A dashboard without context is not helpful for improvement.
– Many people do not understand the KPIs they are tracking on their dashboards.
– The quality of data is more important than the quantity of data for making good choices.Improve the quality and context of data in dashboards to make informed decisions and understand the true performance of the company.A dashboard without context doesn’t help you improve. People love a pretty dashboard to stare at and see how their Shopify stores are doing, but ask anyone what the KPIs they are tracking mean and they don’t have a clue. Look, I’m all into analytics, data, and patterns. I love that stuff. But most of the time, in all the dashboards I’ve seen, they haven’t shown me enough of what I need to understand what’s really going on. In fact, when we were building our own dashboards internally, we didn’t look at other examples because they didn’t make sense. A lot of our more granular dashboards serve as comparisons across 90-day trend timeframes from multiple angles, which is about the maximum needed to understand how a company is performing. The number of people that look at ad dashboards also makes me chuckle; no one knows the quality of the audience being driven from their ads in a qualitative manner. It’s all quantitative. Did people click? Did they purchase? People, if you can’t tell a click apart or a purchase likely to result in multiple from a one-off, what’s the point of the data? View rate is my favorite, but what does it matter? If your ad is entertaining, that’s great, but it doesn’t mean the quality of people watching it is more likely to purchase. This whole marketing game is full of people that think they know what they are talking about, but there’s literally nothing to back it up. This is a shift that no one is ready to make yet because it basically says everything you’ve been doing lacks any real basis. That’s where we’re at right now: an echo chamber of advice that’s built on assumptions without data or context. It’s only going to last so long. And to everyone that says they don’t need any more data about their customers, most of what you have isn’t worth anything. It’s not the quantity of data you have; it’s the quality of the data and the intent behind how and when it was provided. As much as companies say they are data-driven, it’s just not the case. Bad or incomplete data prevents you from being able to make good choices. #data #ecommerce #strategy

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top