Trends Report

Demonstrate Marketing Accountability With Effective Dashboards

Dashboards Provide A Face For The Marketing Accountability Framework

August 3rd, 2010
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Dave Frankland , Michael J. Grant

Summary

The demands on Customer Intelligence (CI) professionals to demonstrate accountability and marketing success to support the case for continued marketing investments are intensifying. Forrester's marketing accountability framework provides a structural guideline for meeting these challenges. Marketing dashboards help address one key tenet of marketing accountability — the transparent communication of results. Marketing departments that wish to organize the chaos of modern marketing owe it to themselves to put their best foot forward by deploying dashboards that inform marketing's stakeholders through transparency, user-specific content, and appropriate measures of success.

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