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Executive demands for marketers to demonstrate the value of marketing
have prompted great interest in the development of marketing dashboards—online
tools that aggregate marketing performance data for quick review and detailed
analysis.
Dashboards can indeed be powerful tools to help business and marketing
leaders get a better handle on what's working and where best to invest
their marketing dollars. But they can be only as good as the metrics that
support them.
The reality is that the measurement efforts at many IT services marketing
organizations today are far from sufficient. Building an effective dashboard,
therefore, may well require a substantial upgrade to the entire program
of collecting and aggregating marketing performance data.
This ITSMA Update looks at the full sweep of the problem. It provides
an overview of the most important elements of a measurement system for
marketing and then presents recommendations for designing an effective
dashboard tool that helps communicate the value of marketing.
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