编者按：本文最初发表于 领英.
If you get down to fundamentals, the fundamental premise behind every dashboard is simple. When you “see” pictures containing statistical graphics, you “hope” that they trigger reasoning out the quantitative information encapsulated in it. And if you’ve spent a good amount of time in the Enterprise world, you would know how far we are from realizing this promise.
Trust the “数据达芬奇“, 爱德华塔夫特，总结一下目前的状况。
#D仪表板=自命不凡的荒原，LittleData20 世纪 50 年代的图表
相反，喜欢 ESPN 棒球回顾+boxscore pic.twitter.com/ryPqMCVufe— Edward Tufte (@EdwardTufte) 2015 年 5 月 21 日
“vast wasteland of pretentious banality”. 这听起来很有诗意，而且非常准确。
作为产品经理，我从战壕中学到了这一点：构建产品有点像炖菜。
您需要正确的配料。您需要一个健壮的领域模型、一个功能接口设计和一个粘性核心循环。要将它们全部放在一起，您需要一碗好汤。数据可视化就像一锅肉汤，你所珍视的关于你的产品的所有成分都将在其中炖煮。
如果你问我，肉汤决定了你产品成功的一切。
Over the last few months, I have begun working on the broth, learning from the bible written by the masters of the craft like Edward Tufte. I have a long way to go. It hasn’t reached yet the kind of taste and texture I would like to have.
但是，我想与我们的农业投入品客户 Limagrain、拜耳作物科学和 Nufarm 分享我们推出的测试版，他们一直在使用 Marketing Intelligence Module 新诠释 （以前称为生产性市场集群）。
I’ll start progressively from the obvious to the not so obvious.
1）最近30天的活动进度：
当区域经理登录到我们的现场营销模块时，他会使用按以下方式对现场营销活动进行分类的仪表板开始新的一天。
Although these category groups are flexible and can be regrouped differently, (see the image below), we’ve seen that marketing executives prefer this categorization by default.
推 活动以销售为导向，主要侧重于对渠道合作伙伴进行激励的贸易销售。 拉 活动以需求为导向，侧重于农民教育和农民营销。 市场情报 activities provide insights to organization about the prevailing dynamics in the market. In our experience, we’ve seen the following kinds of activities being implemented on the field, most of the time.
As you can imagine, when a Territory Manager looks at these dashboards, he looks for insights on the traction of push and pull activities, operating in the ground by pareto principle. In their book, “Agri-Input Marketing in India”, authors Pingali Venugopal and Ram Kaundinya state that companies spend around 5-7% of the sales revenue on pull activities. Pull activities spread word-of-mouth among farmers, showcase the real benefits of the product vis-a-vis competitor and also drive significant brand awareness.
In my field visit, I’ve observed that Field Officers more often spend the first half of the day (when farmers are most likely to be busy at work) with pull-activities and the second half with push-based activities.
了解农化产品的生命周期、品牌知名度、竞争对手使用的活性成分可帮助您规划这些推拉活动的节奏。
2）村庄概况
当区域经理分配实地营销活动时，他希望首先确定目标村庄。他想知道村里种植的顶级作物。当他想要规划跨地区的销售目标量及其分布时，净播种面积可以更好地洞察规划过程。当灌溉土地的份额越大时，一个季节的销售机会就越多。当区域经理了解人口统计数据时，就会更好地了解该特定村庄的劳动力情况。
3) Retailer and Activity’s Sphere of Influence:
虽然我们之前对现场营销活动进行了广泛的分组，但当你深入了解底层的肮脏细节时，很明显，每项活动在其对一个地区施加的影响范围内都是独一无二的。实地演示活动比实地考察的影响范围更大，收获日活动的影响范围甚至比实地演示更大。
我们如何更好地描绘这些不同的影响区域，以便我们能够理解营销的分散性？
当然，在空间上。
如果将零售商放在节点的中心，并开始绘制零售商周围的现场营销活动（用不同颜色的气球表示），您会得到如下图：
出于显而易见的原因，这是我最喜欢的仪表板。除其他外，它可以帮助您从 销售您的产品的农业投入品零售商.
在我之前 博文, 我写过
大多数农业投入品零售商对农作物周期和他们经营所在的村庄群的农业气候条件有深入的了解。但是，他们对农用化学品现场工作人员进行的营销活动一无所知公司。
Although agri-input retailers don’t have access and don’t need access to these dashboards (for they 知道 through their long experience and informal social circles), it is important to have Territory Managers access these dashboards, before planning for the field representatives to meet retailers as a part of the latter’s daily beat.
What makes this dashboard more interesting is how it applies point system to these differential areas of influence. If you look at the dashboard above( populated with dummy data), you would notice that the number of activities don’t have a first-order relationship with the score that accompanies them. The score takes a weighted approach taking into account the number of activities, and the influence each activity exerts on the territory.
在一篇 优秀的博文 诊断农化公司产品推广当前面临的挑战文章，行业领导者 潘阿罗拉 挑战农业投入品公司持有的一个共同假设：
促销活动，尤其是这些 BTL/ATL 活动，从未对我们行业中任何产品的成功做出有意义的贡献。
这需要改变。我们需要为营销领导者配备一套正确的决策辅助系统，使促销活动更具相关性，并将其与业务投资回报率联系起来。
作为 #Agtech 领域 6 个月大的人，我知道带来最好的技术解决方案来解决农业投入品参与者面临的许多紧迫挑战的潜力很大。我们最近推出 新诠释 是我们朝着这个方向迈出的第一步。
您如何看待这些仪表板？您认为它们可以帮助改变行业在营销效率方面的现状吗？
Let’s talk.