Dashboard should in-line with Business objective

Creating eye candy dashboard and present it to management is good. But how to inference of the dashboard helps to achieve business Business / Marketing Dashboard inline with business objectiveobjectives is very important. Eric T. Peterson Says, "the value is not in the numbers; the value is in what the numbers tell you about your business". That's true. Mapping the dashboard value with business objective is very very important. 

Hierarchy of Analytical needs by "Eric T. Peterson"

Data -> Information -> Insights -> Recommendations. 

Most of the Analyst stops in Information level. Provided proper insight is very very essential. Business & marketing analytics plays a vital role in providing proper insight. Management will come-up recommendation based on the Insight. 

Read this Article from Eric "Dashboard is not Strategy" for more details