No single metric — especially not ROI — will suffice in providing all the data a company needs for making appropriate day-to-day and long-term decisions about marketing resource allocations. Instead, dashboards — which integrate a company’s key performance indicators into a centralized strategic view — are crucial to a firm’s ability to understand overall effectiveness and efficiency, as well as identify which efforts affect the bottom line.
We’re constantly looking for best practices on building marketing dashboards to impart to our readers. In a recent issue of MarketingNPV Journal, we presented the results of a Marketing Leadership Council study in which we participated that does just that.
The study presents a robust roadmap for marketers to follow when building a dashboard based upon some real case studies of Global 1000 companies, including critical steps common to all dashboards, pitfalls to watch out for and best practices for moving forward.
To read a full-text copy of our summary of the report, click here.
To learn more about the Marketing Leadership Council, go to: http://www.marketingleadershipcouncil.com.
For additional articles on marketing dashboards:
5 Keys to an Effective Marketing Dashboard
The Balanced Scorecard: Prelude to a Marketing Dashboard
Marketing Performance Out of Alignment? A Good Marketing Dashboard Will Focus and Inspire
Interview with Arun Sinha, CMO — Pitney Bowes
Timken Rolls Out a Marketing Dashboard for Industrial Bearing Group