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Exploring the usefulness of a marketing dashboard and its future development: a case of groupm
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| 1.87 MB | Adobe PDF |
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Resumo(s)
Digital media’s growth in the media investment industry is generating large amounts of
valuable data that companies struggle to leverage. GroupM built a dashboard to support SEO
consultants’ decision-making. Although most challenges come from users, they are often
forgotten when evaluating the success of dashboards. After being used for six months, this
dashboard’s usefulness and future development must be assessed. Two qualitative research
methods were used: unstructured observation and semi-structured interviews. Six major
benefits and a new direction for the dashboard were established. This study found the author
and users’ data literacy is the main influencer of the dashboard’s success.
Descrição
Palavras-chave
Case study Data visualization Dashboard Decision support Business intelligence