<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Interview with Neil Hoyne, Chief Measurement Strategist at Google</p>
<p>Dashboards are a common tool for managers to monitor a company’s performance, and since the COVID-19 pandemic they have gained popularity among even broader audiences. But what is the real use of these dashboards? Is it just performance art or is it a tool that provides managers with the information they need? It may be slightly astonishing that Google employee Neil Hoyne is no fan of dashboards, but he believes they can be toxic when taken out of context. In this interview, he explains his skepticism of monitoring the same KPIs quarter after quarter and suggests different ways to make dashboards more strategically useful to companies. In his view, dashboards should inspire questions and curiosity, reflect market context and align toward specific business initiatives. He also suggests a more professional use of data and favors the scientific inquiry of the relationship between marketing measures and business outcomes.</p>
</abstract>

Interview with Neil Hoyne, Chief Measurement Strategist at Google
Dashboards are a common tool for managers to monitor a company’s performance, and since the COVID-19 pandemic they have gained popularity among even broader audiences. But what is the real use of these dashboards? Is it just performance art or is it a tool that provides managers with the information they need? It may be slightly astonishing that Google employee Neil Hoyne is no fan of dashboards, but he believes they can be toxic when taken out of context. In this interview, he explains his skepticism of monitoring the same KPIs quarter after quarter and suggests different ways to make dashboards more strategically useful to companies. In his view, dashboards should inspire questions and curiosity, reflect market context and align toward specific business initiatives. He also suggests a more professional use of data and favors the scientific inquiry of the relationship between marketing measures and business outcomes.

Dashboards: From Performance Art to Decision Support

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Dashboards: From Performance Art to Decision Support"}

Interview with Neil Hoyne, Chief Measurement Strategist at Google
Dashboards are a common tool for managers to monitor a company’s performance, and since the...

Dashboards: From Performance Art to Decision Support

Published Online: Apr 19, 2023

Page range: 60 - 63

DOI: https://doi.org/10.2478/nimmir-2023-0009

Keywords
Dashboards, Metrics, KPIs, Causal Effects, Performance Drivers, Decision-Making

© 2023 David Reibstein et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Dashboards: From Performance Art to Decision Support

Published Online: Apr 19, 2023

Page range: 60 - 63

DOI: https://doi.org/10.2478/nimmir-2023-0009

KeywordsDashboards, Metrics, KPIs, Causal Effects, Performance Drivers, Decision-Making

© 2023 David Reibstein et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Dashboards, Metrics, KPIs, Causal Effects, Performance Drivers, Decision-Making