Difference between executive, managerial and operational dashboards
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Managers figure this out pretty quickly.
They realise that the metrics they track,
...the metric that their leadership track and
the metrics they set for their teams are totally different.
All the metrics have to line up so that the entire company goes towards the same direction.
But they are rarely the look the same.
Just because a plane, a ship and a car are all going North, doesn’t mean they all care about the same thing.
Someone managing a 10,000 person organisation cannot be constantly checking into monitor the sales productivity of an individual sales rep.
Their dashboards look completely different.
Why? Because they serve a different purpose.
Purpose of Dashboards
The purpose of analytics dashboards is to give you a quick overview of the performance of your function role.
Within <2 seconds at looking at the numbers, you should have a good idea as to how you are holding up.
The next 3 seconds will be spent zooming into the numbers that are in the red and the next 5 minutes will be dedicated to figuring out why.
The Executive Dashboard
These dashboards tend to focus on a much longer horizon (typically a quarter to a year) of the business health.
The main focus will be around the financial and operational performance of the entire business rather than just one store.
During meetings, some may spend time diving into the performance of specific regions but one cannot expect executives to monitor the performance of one out of a chain of 500 stores every single day.
The Managerial Dashboard
These dashboards tend to focus on a mid-term horizon (typically a month to a quarter) of the business health.
The main focus will be around the operational performance of a particular business unit or a functional role.
Some examples include:
- Store sales performance
- Campaign return on investment
- Average delivery response times
The Operational Dashboard
These dashboards tend to focus on a relatively short-term horizon (typically a week to a quarter) of the business health.
The main focus will be around the operational performance of a functional role or initiative.
Depending on the role:
- B2B sales: Daily Productivity per rep
- Email marketing: Open and click-through rate
- Online Coupons: Redemption rate and Traffic Lift
These metrics and KPIs have to eventually lead back to the core pillars of the business (sales, product and shoppers) but they tend to be more focused around the results of initiatives.
Move onto the next section to view the metrics that matter.