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For Customer Insights Professionals

Marketing Dashboards Advance Strategic Thinking Across The Enterprise

November 20, 2009

By Julie Katz with Carlton A. Doty, Emily Murphy

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Why Read This Report

Dashboards allow Customer Intelligence (CI) professionals to better influence marketing strategy and drive corporate activities beyond marketing. But many firms don't use them. Absent a culture of sharing, sufficient resources, and clean data, dashboard projects stall or falter. By setting simple goals for dashboard projects and using readily available resources, CI professionals can begin to share insights across organizational silos and gain entrance to the executive boardroom.
Tags: Marketing Automation, Marketing Measurement, Marketing Organization & Culture, Marketing Resource Management (MRM)
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TABLE OF CONTENTS

  • Many Firms Lack A Consistent Approach To Intelligence Sharing
  • Standardized Dashboards And Scorecards Enable Stronger Strategy

  • RECOMMENDATIONS

    Focus On Culture, Agree On Standards, And Manage Scope
  • Supplemental Material
  • Related Research Documents
 
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