Marketing dashboard could be misleading when you analysis all the different variables and get the data visualization towards your direction in mind. Here are a few ways your dashboard may be lying to you.
Ambiguous or poorly captured metrics: There’s nothing more dangerous than a dashboard that does a poor job of collecting data. Data integrity is the key to dashboard success and ambiguous inputs can send an entire company into a tailspin. What’s most dangerous is the fact that ambiguous data can easily pass for accurate insights.
Oversimplification of data: There’s something to be said for simplifying data so it’s easy to digest, but there’s immense danger in oversimplifying the information that matriculates through the dashboard. In most cases, this is the result of a lack of context.
Hidden biases in the design: Humans design dashboards and the algorithms that cause them to function. Humans make mistakes all the time. This occasionally leads to hidden biases in the way dashboard systems are designed. The result is skewed data that causes you to act in a certain way.
In my option, it is very important to keep eyes on those points that could makes dashboard lying. There are a variety of dashboard technologies to make data more honest and accurate. We shall apply models to clean our data from the source and then try different methods to discover the data. When we design the data visualization, we should minimize our biases by switching positions and claims.
http://www.campaignlive.com/article/marketing-dashboard-lying-you/1424653#1eehRyDuqIpYzAVY.99