How to drive change via dashboards: An approach to measure the impact of global campaigns for a business-to-business company

Korbinian Spann
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Korbinian Spann: Managing Director, Insaas, Germany

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 1, 37-45

Abstract: Because dashboards and associated metrics are difficult to set up and maintain for internal usage and external partners, business-to-business (B2B) companies often struggle to measure the success of global campaigns. Common analytics interfaces such as Google Analytics or Adobe Analytics are designed to support business-to-consumer business cases. Using the example of W.L. Gore, this paper discusses the implementation of dynamic dashboards to measure the progress and success of global campaigns for both associates and agencies. Examples are given to demonstrate the implementation of a technical infrastructure and the development cycle for designing and creating dashboards for a global B2B company. The paper specifies a robust multi-channel measurement framework that focuses on conversion and engagement.

Keywords: global digital marketing; global analytics; dashboards; B2B (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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