4. A good grasp of basic metrics. Callan says marketers are using dashboards to monitor digital campaign statistics, such as email open rates and clickthroughs, so they can quickly drill down to examine anomalies and trends with easy comparisons to previous campaigns.
One of the nuggets Callan's customers discovered is that Wednesdays tend to yield the best open and response rates.
5. Platform and mental flexibility. Becker says: "Capture requirements that allow for phasing as the project evolves to a larger audience with increasing levels of data."
At the same time, keep an open mind. Make sure that marketing runs the dashboard, not the other way around. "Capture structured and unstructured data to allow for qualitative observations in the dashboard platform," Becker says.
6. Data hygiene. Don't just make this an ideal, Becker says, make it a practice. Adopt a routine of keeping the underlying data clean and managed.