Marissa Goldsmith, Beaconfire Consulting
Organizations love their dashboard reports. I've spent hours creating Excel spreadsheets for monthly, quarterly, and annual reports. I've filled them with all different kinds of stats, from pageviews to visits to most-printed pages.
These reports may result in kudos for an increase in pageviews, or grimaces for the decrease in returning visitors, but the only action that I have to look forward to is spending several more hours creating the same spreadsheet next month/quarter/year.
And so I became a dashboard report hater. But eventually, I realized that it wasn't the dashboard report I hated, it was the culture that the dashboard report fed into -- the culture that values the existence of a report over what the report itself is telling you.
Since that epiphany, I have worked to actively change the nature of the reports themselves. Here are a few ways how: