Marketing Dashboards
Firms also employ organizational processes and systems to make sure they maximize the value of all these different metrics. Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation. Marketing dashboards are like the instrument panel in a car or plane, visually displaying real-time indicators to ensure proper functioning. Formally, marketing dashboards are “a concise set of interconnected performance drivers to be viewed in common throughout the organization.”35 Company input to the marketing dashboard should include two key market-based scorecards: one that reflects performance and one that provides possible early warning signals.
Dashboards ...
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