Business intelligence tools are beneficial if your teams can easily access these tools through a self-serve dashboard, they know how to use the tech, and they recognize the value behind all of the digital business content available.From the article “3 ways business intelligence can hurt your projects” on TechRepublic.
Good data yields good analysis. Bad data…or even limited data, can lead even the most well-intentioned marketer astray.
The perfect real-world example of this is Facebook’s recent snafu with misreporting video impressions on their platform.
That misrepresentation cost the publishing industry millions of dollars and many journalists their jobs over the last couple years.
The morale of this story?
There is danger in relying on simplified visualizations in business intelligence dashboards without having thoroughly vetted the data first.