dynamic 儀表板

問題 (The Problem)

Anybody dealing with tech products and data-focused services runs into the same fundamental problem: what you do is technical but non-technical people control the budget. In other words:

任何處理高科技產(chǎn)品和以數(shù)據(jù)為中心的服務(wù)的人都會(huì)遇到相同的基本問題：您要做的是技術(shù)但非技術(shù)人員控制預(yù)算。 換一種說法：

This is an incredibly tough hurdle to clear. I’ve seen so many people try to dumb down their tech, focus on features, etc. But we all know that painfully overused sales lesson “Sell benefits, not features”

這是一個(gè)難以克服的難題。 我見過很多人試圖愚弄自己的技術(shù)，專注于功能等等。但是我們都知道，痛苦的過度使用銷售課程“出售收益，而不是功能”

I’m going to explain how visualizations are the rocket fuel you need to leverage that concept.

我將解釋可視化是如何利用這一概念的火箭燃料。

Let’s start with the old way:

讓我們從舊方法開始：

Lead with the technology, focus on all the features and hope that people understand why it’s valuable.

引領(lǐng)技術(shù)，專注于所有功能，并希望人們理解它為什么有價(jià)值。

We know that approach doesn’t work. So I’m giving you an incredibly simple alternative:

我們知道這種方法行不通。 所以我給你一個(gè)非常簡單的選擇：

Build visualizations that tell a story. Let that story sell for you.

建立講述故事的可視化。 讓那個(gè)故事賣給你。

In other words: Make big beautiful dashboards!

換句話說：制作漂亮的大型儀表板！

Supermetrics for many of my projects. It helps simplify the process of combining data from multiple sources.Supermetrics用于許多項(xiàng)目。 它有助于簡化合并來自多個(gè)來源的數(shù)據(jù)的過程。

Up until about 5 years ago, building a dashboard was an extremely complex process with multi-year timelines and huge budgets. Now you can spin one up in less than an hour using dozens of off-the-shelf tools. It’s easier than ever and can be applied to virtually any type of data.

直到大約5年前，建立儀表板是一個(gè)非常復(fù)雜的過程，需要多年的時(shí)間和龐大的預(yù)算。 現(xiàn)在，您可以使用數(shù)十種現(xiàn)成的工具在不到一個(gè)小時(shí)的時(shí)間內(nèi)旋轉(zhuǎn)一個(gè)。 它比以往任何時(shí)候都更容易，幾乎可以應(yīng)用于任何類型的數(shù)據(jù)。

I’ve been in the dashboard game for years. I’ve used them in sales roles, design roles, product roles, and as an independent consultant. They are almost entirely responsible for me closing deals with Google, Apple, Lego, Microsoft, Gatorade, Nectar, Emergent Health and many others.

我從事儀表盤游戲已有多年了。 我曾在銷售角色，設(shè)計(jì)角色，產(chǎn)品角色以及作為獨(dú)立顧問中使用過它們。 他們幾乎完全負(fù)責(zé)我與Google，Apple，Lego，Microsoft，Gatorade，Nectar，Emergent Health等許多公司達(dá)成交易。

那么，儀表板為何如此出色？ (So why do dashboards work so well?)

The short version is that they force us to paint a picture of how our product/service will be used in the real world.

簡短的版本是它們迫使我們描繪出我們的產(chǎn)品/服務(wù)將如何在現(xiàn)實(shí)世界中使用。

But it goes even deeper. I believe dashboards play into an archetypical fantasy we all share about running a business that leverages data and technology.

但它甚至更深。 我相信儀表板會(huì)成為我們所有人共享的關(guān)于利用數(shù)據(jù)和技術(shù)開展業(yè)務(wù)的原型幻想。

I call this the data-driven fantasy.

我稱之為數(shù)據(jù)驅(qū)動(dòng)的幻想。

數(shù)據(jù)驅(qū)動(dòng)的幻想 (Data-Driven Fantasy)

What do you see in your head when you think about a company being data driven? How about a company leveraging technology to improve their operations?

當(dāng)您想到一家公司由數(shù)據(jù)驅(qū)動(dòng)時(shí)，您的想法會(huì)如何？ 一家公司如何利用技術(shù)來改善運(yùn)營呢？

A lot of people imagine something like a command center:

許多人都想像一個(gè)命令中心：

I worked with the team that built this system. If you need help building your own dashboards you can reach me at Cottrell [@] Hey.com我曾與構(gòu)建此系統(tǒng)的團(tuán)隊(duì)合作。 如果您在建立自己的儀表盤方面需要幫助，可以通過Cottrell [@] Hey.com與我聯(lián)系。

Big screens, lots of charts, data streaming by and little dots showing up on big maps of the world.

大屏幕，大量圖表，數(shù)據(jù)流以及在世界大地圖上顯示的小點(diǎn)。

For whatever reason this idea sells really well. So take advantage of it. The easiest way is to include a mockup of your product/service that matches with this archetype. A dashboard is the best way to do that.

無論出于什么原因，這個(gè)想法都賣得很好。 因此，利用它。 最簡單的方法是包括與此原型匹配的產(chǎn)品/服務(wù)模型。 儀表板是執(zhí)行此操作的最佳方法。

The secondary benefit is that it gives you a chance to leverage good visual design. Good visual design projects credibility. See the example below:

第二個(gè)好處是，它使您有機(jī)會(huì)利用良好的視覺設(shè)計(jì)。 良好的視覺設(shè)計(jì)項(xiàng)目信譽(yù)。 請(qǐng)參閱以下示例：

You can get the kit used to create this template at: https://exceldashboardtemplate.com/您可以從以下位置獲取用于創(chuàng)建此模板的工具包： https : //exceldashboardtemplate.com/

Pretty cool right? Well this is just a random collection of charts and metrics from one of my template kits. It’s far from being actionable but people rarely notice that because it’s so darn visually pleasing.

很酷吧？ 好吧，這只是我的一個(gè)模板工具包中的圖表和指標(biāo)的隨機(jī)集合。 它遠(yuǎn)非可行，但人們很少注意到這一點(diǎn)，因?yàn)樗谝曈X上是如此討人喜歡。

入門 (Getting started)

There are countless systems out there to help you build a dashboard with virtually any type of data. Many of them are incredibly easy to use (even if you’re a total novice) and either free or extremely low price.

那里有無數(shù)的系統(tǒng)可以幫助您使用幾乎任何類型的數(shù)據(jù)構(gòu)建儀表板。 他們中的許多人都非常易于使用(即使您是新手也是如此)，而且價(jià)格免費(fèi)或極低。

Once you’ve chosen a system to use, you need to decide what to include. Here’s a quick rundown of my thought process when putting together a dashboard for a new client:

選擇要使用的系統(tǒng)后，需要確定要包括的內(nèi)容。 當(dāng)為新客戶組合儀表板時(shí)，這是我的思考過程的簡要概述：

Dashboards are the shiny object

儀表板是有光澤的對(duì)象

We’re looking for the easiest and cheapest way to get a visualization into your sales cycle. It doesn’t need to replace your product. It doesn’t need to be super actionable. If done right, it should barely expand the scope of your project at all. It is simply the shiny object to get the client’s attention and close a deal.

我們正在尋找最簡單，最便宜的方法來可視化銷售周期。 無需更換產(chǎn)品。 它不需要超級(jí)可行。 如果做對(duì)了，它幾乎根本不會(huì)擴(kuò)展項(xiàng)目的范圍。 僅僅是吸引客戶注意力并達(dá)成交易的閃亮對(duì)象。

Who are the stakeholdersFirst figure out who is actually going to be using what you sell.

誰是利益相關(guān)者 首先弄清楚誰將真正使用您的銷售產(chǎn)品。

Who are the stakeholdersFirst figure out who is actually going to be using what you sell. Second figure out who is paying for whatever your selling.

誰是利益相關(guān)者 首先弄清楚誰將真正使用您的銷售產(chǎn)品。 第二，弄清楚誰為您的銷售支付費(fèi)用。

They’re not always the same person.

他們并不總是同一個(gè)人。

For both of these people, figure out what need you’re addressing. Use this as your guide for whatever you include in your dashboard.

對(duì)于這兩個(gè)人，找出您要解決的需求。 使用此指南作為儀表板中包含的內(nèi)容的指南。

Don’t just focus on the business need, focus on the personEveryone I’ve ever presented to wanted three things

不要只關(guān)注業(yè)務(wù)需求，而是關(guān)注這個(gè)人我曾經(jīng)介紹過的每個(gè)人都想要三件事

?

?

To save time and skip the tedium: Does your dashboard make their life easier?

為了節(jié)省時(shí)間而跳過繁瑣的工作 ：您的儀表板會(huì)讓他們的生活更輕松嗎？

?T

?T

o save or make more money: Does your dashboard get them a raise or increase their personal commissions?

o節(jié)省或賺更多的錢 ：您的信息中心會(huì)增加他們的傭金還是增加他們的個(gè)人傭金？

?

?

To build their career: Will your dashboard get them promoted or build their personal brand?

建立自己的職業(yè)生涯 ：您的儀表板會(huì)讓他們晉升還是建立自己的個(gè)人品牌？

Keep it simple. Set internal and external expectationsAt this stage the goal isn’t building a final set of perfect fully validated dashboards. It’s to aid in the process of closing a deal.

把事情簡單化。 設(shè)定內(nèi)部和外部期望在此階段，目標(biāo)不是建立最終的，經(jīng)過完全驗(yàn)證的完美儀表板。 這有助于完成交易。

?We are illustrating possibilities

?我們正在說明可能性

?An imperfect dashboard mockup is better than showing no visual examples.

?不完美的儀表板模型比不顯示可視示例更好。

?If you don’t have data access yet or don’t know where to start then just grab a template for a common data source you know you can access (e.g. social or google ads). Swap out your brand colors and add your logo. Show where you could include your new data side by side. Think

?如果您還沒有數(shù)據(jù)訪問權(quán)限或不知道從哪里開始，那么只需獲取一個(gè)您知道可以訪問的通用數(shù)據(jù)源的模板(例如社交或Google廣告)即可。 交換您的品牌顏色并添加徽標(biāo)。 顯示可以在何處并排包含新數(shù)據(jù)。 認(rèn)為

wireframes not final deliverables.

線框不是最終的交付物 。

Don’t sweat the KPIs… yet

不要汗水關(guān)鍵績效指標(biāo)...

?In the spirit of illustrating possibilities, don’t worry about having the perfect KPI at this stage.

?本著說明可能性的精神，在此階段不必?fù)?dān)心擁有完美的KPI。

?If you’ve set expectations properly, your audience is going to understand that any data included in your project is a placeholder.

?如果您已經(jīng)正確設(shè)定了期望，那么您的聽眾將會(huì)理解項(xiàng)目中包含的任何數(shù)據(jù)都是占位符。

?If you have a KPI you know will close a deal then manually pull it for now. Put that value in a spreadsheet. Every major visualization tool can use a spreadsheet as a data source. Figure out how to automate later.

?如果您有一個(gè)KPI，您知道將完成一筆交易，然后暫時(shí)手動(dòng)拉出它。 將該值放在電子表格中。 每個(gè)主要的可視化工具都可以使用電子表格作為數(shù)據(jù)源。 找出以后如何自動(dòng)化。

Set up your stakeholders for success

建立您的利益相關(guān)者以取得成功

?Give them everything they need to sell the project internally to other teams or to their leadership.

?向他們提供將項(xiàng)目內(nèi)部出售給其他團(tuán)隊(duì)或領(lǐng)導(dǎo)所需的一切。

?That means great screenshots, powerpoint slides and anything else they need.

?這意味著出色的屏幕截圖，PowerPoint幻燈片以及其他所需的內(nèi)容。

Prioritize design — wow factor matters

優(yōu)先設(shè)計(jì)-哇因素很重要

?This can be a struggle for those of us that have fought hard to help businesses make better decisions with their data — we know it’s all about choosing the right data and presenting it in a responsible way. Frills and vanity metrics can be dangerous…but right now we need immediate impact and are focused on perceptions. Save the nuance until after you’ve closed a deal.

?對(duì)于我們中那些努力幫助企業(yè)利用其數(shù)據(jù)做出更好決策的人而言，這可能是一場斗爭。我們知道，這全都在于選擇正確的數(shù)據(jù)并以負(fù)責(zé)任的方式進(jìn)行展示。 多余的裝飾和虛榮度指標(biāo)可能很危險(xiǎn)……但是現(xiàn)在，我們需要立即產(chǎn)生影響，并專注于感知。 保存細(xì)微差別，直到達(dá)成交易為止。

?Spend the money to hire a designer. Use freelancers if you need to. Have a professional polish your look & feel.

?花錢雇用設(shè)計(jì)師。 如果需要，請(qǐng)使用自由職業(yè)者。 有專業(yè)的拋光您的外觀和感覺。

That’s it! If you have any questions or want to discuss how to handle your own project feel free to contact me: cottrell (@) hey.com

而已！ 如果您有任何疑問或想討論如何處理自己的項(xiàng)目，請(qǐng)隨時(shí)與我聯(lián)系： cottrell(@)hey.com

I love hearing from folks in the community and am always happy to point people in the right direction.

我喜歡社區(qū)中的人們，并且總是樂意為人們指明正確的方向。

If you got some value from this article you can support my work by checking out my Excel templates: https://exceldashboardtemplate.com/

如果您從本文中獲得了一些價(jià)值，可以通過簽出我的Excel模板來支持我的工作： https : //exceldashboardtemplate.com/

Or you can use my affiliate link for Supermetrics — a great tool for connecting Data to Google Sheets, Excel or Data Studio: https://supermetrics.idevaffiliate.com/idevaffiliate.php?id=2487&url=267

或者，您可以將我的會(huì)員鏈接用于Supermetrics-一種將數(shù)據(jù)連接到Google Sheets，Excel或Data Studio的好工具： https ://supermetrics.idevaffiliate.com/idevaffiliate.php?id=2487&url=267

翻譯自: https://medium.com/data-studio/dashboards-close-million-dollar-deals-1dd3e1763068

dynamic 儀表板

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