November 13, 2008

Getting Started With Marketing Dashboards

Protecting Marketing Budgets In An Economic Downturn

by Cindy Commander

with Jaap Favier, Suresh Vittal, Erik Hood

Executive Summary (This is a document excerpt)

As budgets tighten in tough economic climates, marketing is often the first place the CEO and CFO look. Why? Because marketers have traditionally been slow to prove the value of their marketing investments and provide data and measurement to support their budgets. To avoid that going forward, marketers need to refocus on marketing measurement and start planning a dashboard that will help them show the value of marketing and use their budgets more efficiently. To get started with their dashboards, marketing leaders need to get past the excuses of the wrong skill set, poor data, or lack of IT support by focusing on putting in place the necessary people, processes, and technologies for effective measurement.

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