Some marketers are wise, some are otherwise. 

I recently saw a marketing report that had a lot of metrics being measured. 

Most of the data in it was the sheer opposite of useful. 

We’re led to think that the opposite of useful is useless.

So we tend to load up marketing reports with useful metrics and less useful ones. 

Things that are not useful are not useless. 

They’re use-empty because the opposite of full is empty.

Most metrics are not usable.

Their usability quotient is zero even if they appear otherwise.

If the objective of a marketing dashboard is to simplify decision-making for the leadership team, the onus is on marketers to relay only the required metrics needed to make well-informed decisions.