Topic: Research/Metrics

Marketing Dashboard

Posted by Anonymous on 250 Points
Does anyone have examples of marketing dashboards? We are customizing part of a software package for rental products, and the accompanying CRM is lacking dashboard views. Would like some visuals of how these look.
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  • Posted by mgoodman on Accepted
    IRI has a very good dashboard for standard marketing data in the consumer packaged goods world. Of course, any dashboard needs to be customized to meet the specific needs of the user.

    My suggestion would be to interview the users in some depth, and then create the dashboard that is most meaningful to them. Some marketers are focused on share, others on sales dollars, others on spending, or on combinations of those -- and a few others. It really depends on the individual marketing manager.

    You probably shouldn't be trying to decide what THEY need. Let them decide. You're not likely to retrain them if they already have a preconceived idea of what's important.
  • Posted by koen.h.pauwels on Accepted
    Excellent examples abound in 'Marketing and the Bottom Line' by Tim Ambler, who also distinguishes two ways to design a dashboard: either from a 'best practices' approach that applies to many firms (eg the one by IRI), or a customized one that builds from your own firm's objectives, as mgoodman suggests too.
  • Posted on Accepted
    Look into the balanced scorecard initiative. I think it is Or, google balanced scorecard. They have have some case histories online there.

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