The Dashboard Spy

August 20, 2006

Branding Dashboard – Gorgeous enterprise dashboards for marketing management and tracking advertising awareness

Filed under: Dashboard Screenshots — dashboardspy @ 3:40 am

The other day when I was grousing about an enterprise dashboard’s awful abuse of the steering wheel metaphor, I started rooting around my dashboard screenshot collection (the biggest in the world, or so I claim) for Subaru’s branding dashboard. It came to mind as a beautifully designed dashboard with tasteful hints of an actual physical dashboard that is entirely appropriate as Subaru is actually an auto maker. In fact, I drive one myself.

I found the screenshots and posted them today for all to admire. A Dashboard Spy at the auto maker slipped me these dashboards quite a while ago. Seeing them again serves as a reminder that creative agency design can be worth every penny (and believe me, top notch design costs many pennies!).

The focus of these marketing oriented dashboards is advertising effectiveness. There are various KPIs that track consumer awareness and consideration of the brand. Seeing these again, I would say that this is my favorite marketing dashboard.

Branding Dashboard marketing effectiveness

Here is the reference to the dashboard metaphor. It uses a nice cluster of dials:

Marketing Management Dashboard

This page shows an advertising awareness graph. Note the explanation of the KPI on the lower half of the screen.

Brand dashboard management

This screen really shows how the system serves in a consultative mode. Note the explanations on the top of the page of Ad Awareness & Consideration, Tag/Slogan Recall and Brand Image:

Marketing Dashboard

Homework: Lots to study if you want to learn about applying dashboarding techniques to marketing management. Start with the excellent book Marketing by the Dashboard Light, then look at these books on brand management.

So what or who is The Dashboard Spy? As his about page states, The Dashboard Spy is just a guy interested in the design of enterprise dashboards. He could not find any executive dashboard design source books (or even screenshots of real business dashboards) and so set about creating his own. Finally convinced to post his extensive collection of dashboard screenshots online, he was amazed to find how popular it has become. If you have a nice screenshot of a digital dashboard, balanced scorecard, or any business intelligence graphic to share, please send an email to info _at_ Also check out The Dashboard Spy’s favorite books on business dashboards.


  1. Nice looking, definitely. A general comment: the KPIs are as valuable to some of us (readers) as the handsome visual treatment, and I’m hoping to get more of that in the future. These dashboards for example seem to be reporting on results of surveys about recall of certain ads and messages, plus some questions about consideration for future purchase and perception of half a dozen brand qualities such as engineering and safety. That’s interesting by itself. The quality of the presentation has to rest on the value of the data being presented, and coming up with good KPI’s takes as much creativity and finesse than presentation does. It’s definitely the hardest part of MY job.

    Comment by Chris G — August 21, 2006 @ 10:10 am

  2. […] That being said, I’ve spent the past couple of days approximating the dashboard that Eric refers to (via Dashboard Spy and courtesy of Subaru) in Excel, to see if it could be done – with the proper wherewithal. […]

    Pingback by Instant Cognition » Blog Archive » KPIs and Custom Chart Types — August 29, 2006 @ 1:48 am

  3. This is one of the best examples of dashboards I have come across. Please, do share more samples if you have them. Thanks

    Comment by Pedro Laboy — September 21, 2006 @ 10:54 pm

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