Marketing Dashboards

Jerry Rackley

Chapter Chapter 7 in Marketing Analytics Roadmap, 2015, pp 87-101 from Springer

Abstract: Abstract Think about the experience of attending a professional sporting event where the scoreboard isn’t working or doesn’t exist. Unless you’re very attentive to everything happening on the field, it’s hard to know who’s winning. Or, as the opening paragraph of Chapter 1 describes, imagine driving a vehicle without the benefit of any information the dashboard provides. It’s possible to do so, but it leaves most drivers uneasy and full of questions. How much fuel is left? Am I going too fast or too slow? The dashboard not only provides vital performance information, it also provides reassurance or causes alarm—both important emotional states to keeping the vehicle running well in the long term.

Keywords: Marketing Organization; Marketing Process; Visual Summary; Program Metrics; Marketing Team (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-1-4842-0259-3_7

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