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For Marketing Leadership Professionals

Use Interactive Marketing Dashboards To Improve Decision-Making

How To Plan, Build, And Optimize Your Dashboards

September 19, 2011

By Ari Osur with David Truog, Joanna O'Connell, Joe Stanhope, Sarah Glass, James McDavid

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Why Read This Report

Deluged with data, interactive marketers wrestle with summarizing and communicating information. Essential life jackets in this raging sea: well-crafted dashboards. They help interactive marketers distill and understand information and — most importantly — they advance the organization's ability to make decisions. To build valuable dashboards, interactive marketers must take a three-phased approach. Start with planning: Define your vision, win over senior-level champions, and drive business process changes that enable insightful measurement. Once the plan is in place, it's time to build and optimize.
Tags: Interactive Marketing Strategy and Process, Marketing Measurement, Marketing Organizational Structure, Measurement Methods & Techniques
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TABLE OF CONTENTS

  • Digital Channels Yield A Wealth Of Data
  • Dashboards Distill The Data To Assist Decision-Making
  • Use A Phased Approach To Build Interactive Marketing Dashboards

  • RECOMMENDATIONS

    To Help Dashboards Impact The Business, Enlist Allies Outside Of Marketing
  • Supplemental Material
  • Related Research Documents
 
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