Self-service dashboards vs guided web analytics reports

Self-Service Dashboards vs Guided Web Analytics Reports 📊
Last week at @Analyticscamp Zürich, Nic Glauser and I facilitated a discussion on the differences, pros & cons, and use cases of self-service dashboards vs guided reports.
What's That Again? 🤔
• Self-service dashboards provide a user-friendly interface that allows stakeholders to independently access data and make data-driven decisions without relying on analysts.
• Guided reports are periodic, analyst-curated reports presented in meetings, including tailored recommendations to support stakeholder decision-making.
When to Use Which Approach? 🧐
• Self-service dashboards are ideal for data and digitally savvy users
• Guided analytics reports help structure discussions for stakeholders with busy schedules
Key Insights from the Discussion: 💡
• Align on internal KPI framework first
• Employee training goes a long way - not all users are data savvy, but it's a skill that can be acquired
• Ask for feedback! Some participants embedded a "rate the dashboard" function in their reports.

Transcript

1. Self-service dashboards vs guided web analytics reports - Middle ground /hybrid solution Session: 16:00 - 16:45
2. This is us. And why we choose the topic. Corina Burri Ex SEO & Web Analytics Lead Nic Glauser Co-founder flin marketing agency
3. 1. Definition of each approach 2. So, what do you do? 3. When to use each approach 4. What would middle way look like?
4. Our definition: Self-Service Dashboard ★ Dashboard set-up after joint workshop with stakeholder / client to define reporting needs ★ User-friendly interface (we think so!) ★ Stakeholder/client can independently access data anytime without relying on analysts ★ Stakeholder/client can define time range
5. Our definition: Guided Reports ★ Data is presented to stakeholder in monthly / quarterly meetings ★ Data shared after presentation, generally periodic data examining a specific time range ★ Contains customized recommendations from analysts
6. So, what reporting approach do you take?
7. When to use each approach? Self-service approach - High demand on real-time data - Digital analytics savviness of business user Guided analytics approach - Busy schedule, blocking time in calendar ensures tiem to discuss data
8. Is there a middle ground? - E.g. self-service dashboard for basic metrics (Visits, Leads) and guided dashboard for more complex topics (customer journey exploration).