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.
Here is the reference to the dashboard metaphor. It uses a nice cluster of dials:
This page shows an advertising awareness graph. Note the explanation of the KPI on the lower half of the screen.
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:
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_ dashboardspy.com. Also check out The Dashboard Spy’s favorite books on business dashboards.