For example, it will not be easy to imagine what the 1.5-meter economy will mean. We are heading for the synthetic decade, I read in MT. It is becoming artificial that the clock strikes. Everything will be feasible and programmable, predicts futurologist Amy Webb. Food, media, robots. “It sounds crazy right now, but viruses may be the most promising piece of technology for a better future.” (MT) I’m still waiting for a good brainwave to imagine how things will go. At least I don’t like a beeper around your neck that will whistle if you are too close to another beeper.
Some developments are moving much faster than before the crisis. When I hear our ministers talk about the dashboard with which they make the crisis manageable, I naturally wonder which brand, which company and which agency already has a communication dashboard that can be used to steer. It sounds simple and complicated at the same time, but if you have the right data you can make decisions about the course you are taking each day. Which messages on which channel are effective? As an agency, I would not wait at all for a customer to ask for it, but would rather delve deeply into it and experiment until you can demonstrate how you can deal with media and resources much more effectively. I am curious about what we will learn from the government dashboard. Webb says, “don’t let someone else determine your future.” In other words, don’t wait for the question, be the question.
What about the use of data dashboards? Ten years ago there was plenty of experimentation. In an article on Marketingfacts from 2013 I read: “The use of data is of course nothing new. Fortunately, there is increasing attention for the interpretation of data. Data visualization is aimed at communicating information as optimally as possible so that marketers, analysts and other users can make decisions based on that information. In this story, all dashboards that are already available will be included. “In 2018, FW will also be talking about strategic dashboards. “Many Google Analytics users use a dashboard in a specialized tool, such as Datastudio or Klipfolio. I think that is a very positive development. But I am concerned about the impact of most dashboards. They look visually attractive and contain interesting data. However, attention is often lacking on the most important strategic KPIs. “
What are the KPIs of Rutte and De Jonge? Journalism will undoubtedly extensively report on it in the coming period. The story at FW is about determining strategic KPIs.
An article on cmcg.nl from 2016 formulates it as follows: “We must track” movements “on our website with Google Analytics. Keep an eye on social media such as Facebook and Twitter for reporting and actively follow up. Optimize the performance of our Adwords and align display bannering with the best performing affiliate networks. We need to analyze and update the results of our email newsletters. And there is more: data from mobile phones, data from campaigns, data from social media, data from Wi-Fi. We are faced with the challenge of unlocking, combining, enriching and interpreting all that data from all those different databases. The Crossmedia Dashboard offers a solution. “Although preaching for your own parish is possible here, you do get a clear picture of the power of a good dashboard.
Back to KPIs and government. If you google on performance indicators and government, hundreds of pages will appear. A world opens up for you. There are plenty of courses to follow. And apparently the government has been working with KPIs for policy making for years. “Is everything really measurable? No, but it is pretty close. Even policy ambitions, artistic vision or the satisfaction of your citizens can be expressed in concrete and measurable parameters, “I read at Kluwer Training.
It is of course exciting to see which indicators the government will steer on. When will the rules be tightened again? Of course I hope that journalism will gain insight into the KPIs and government management. Also because we can learn a lot from that as a content marketer. In stories about dashboards on the www I read too often that there are dashboards in many shapes, shapes and sizes. Most systems are implemented with a lot of budget, sweat and tears, but are not used or are used sporadically. Or a department can assemble a screen with gauges that look apparently beautiful, but which, over time, show that it is hardly possible to steer. A good overview is fantastic, if you have predetermined what to do when?
As a content marketer, I would delve into the dashboard during this time and enter into a conversation with your external or internal customer to show what the power of such a tool is. Certainly in the post-corona period, budgets become even more expensive and every euro will be turned over twice before it is spent. With a dashboard you can easily get right and direct the right communication. My 95-year-old mother just determined a hug KPI. She will be 96 at the beginning of September. From that moment on we can hug her again. Clear anyway.