Dashboards and Beyond: Building a Value Measurement System for Marketing

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Dashboards and Beyond: Building a Value Measurement System for Marketing

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Research Abstract

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.