CHAPTER 12

Launch and Renewal of the Marketing Analytics Dashboard

I'm lucky. I have a dashboard where I can track and optimize the entire marketing process from brand positioning all the way to customer demand—in real time. It's great input for decision making. That said, we can't let metrics completely displace our judgment and experience.

—JONATHAN BECHER, CMO OF SAP

DASHBOARD IMPLEMENTATION ROADMAP

You have come a long way: initiating, planning, and designing a marketing analytic dashboard. Once it comes to implementation though…it does not get easier. Like any important change in your organization, dashboard implementation involves many people and processes, with many potential roadblocks along the way.

In our experience, the dashboard ...

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