Beer Marketing Dashboard – Raising a glass to enterprise dashboards

Marketing Dashboard:

Here’s a marketing dashboard to whet your whistle for marketing KPI displays especially for the beverage industry.  You know you are a total enterprise dashboard addict when every little thing that you see makes you think of KPIs, portlet layouts and drill-downs. I’m outside having a beer, admiring the glistening drops clinging to the bottle, when I am reminded of a beer marketing dashboard in my collection. I wonder how long it would take me to dig it up. (OK, I know it’s kind of bizarre, but I believe I have the world’s largest collection of enterprise dashboard screenshots – and sometimes it’s hard to locate particular dashboards. I got it – I need a dashboard just to track my dashboards!).

Here is a marketing enterprise dashboard used by a famous beer manufacturer:

Beer Marketing Dashboard Logon

The other screenshots are not in English, but, hey – beer is beer, right? In fact, I suppose if it’s about beer, it should be in german, shouldn’t it? This screenshot of the dashboard shows the top 5 brands. This is a rich client application. By selecting different dropdowns, you can generate a new chart below:

Beer brand dominance

Here is the Customer Brand Tracking section of the enterprise dashboard. Share of market statistics are provided by Neilsen.

Customer Brand KPIs

Got to go. All this enterprise dashboarding is making me thirsty. Cheers!

Homework: Study this great book on using dashboards for marketing: Marketing by the Dashboard Light. Also, if you are on an enterprise dashboard project, do yourself a favor and take a look at this book by Malik: Enterprise Dashboards: Design and Best Practices for IT, the only book on actually implementing enterprise dashboards.

Also, study this excerpt from the above Malik book on common misconceptions on dashboards:

There are certain perceptions about enterprise dashboards that are simply
Dashboards Are for Senior Executives Only (Wrong!)
A commonly prevalent notion is that enterprise dashboards are only for senior
executives to give them an overall view of organizational performance.
Not true! Today’s dashboard technology is designed to make an enterprise
dashboard an effective tool to be deployed at various levels within the organization.
Most companies deploying dashboards have rolled them out to thousands
of members of their workforce. In some cases, organizations initiate by
rolling dashboards out to a small group of people, often the senior executives,
but invariably the vision has been to deploy it organization-wide once
the concept is well tested and proven.
A rule of thumb should be that if anyone in the organization is responsible
for managing $1 million or more per year in direct business or internal
resources, that staff member should be provided with an appropriate dashboard
to help increase productivity. The math is simple: If the dashboard
improves productivity and revenue for a 1% gain, then the return is at a minimum
$10,000 per year for the individual. An enterprise-wide deployment
and support of dashboards should cost a fraction of this, and hence have a
strong ROI.  

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.

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