Last month's column emphasized the importance of presenting information that is personalized, actionable and meaningful - in short, relevant - in a customer value dashboard. But that's not all. Dashboard contents need to meet other conditions to be truly useful.

Fresh means more than just showing the latest information available. The dashboard must highlight the implications of that information. For example, new customers from different sources may be known to perform differently in terms of subsequent purchases. When the mix of customers changes, the dashboard needs to show the expected impact of the new mix on future revenues, not simply report the mix change or, worse still, just the total revenue from the current month.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access