Question

Topic: Other

Marketing Dashboards

Posted by SjS on 4/11/2010 at 3:35 PM ET 250 Points
We need to better track our ROMI (Return on Marketing Investment), so we are in search of a Marketing Dashboard ... what tools are you using and/or would you recommend? We want to track, by marketing program/activity, our budget, spend and results/outcomes of the programs.

Thanks for your participation!

Sandy
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RESPONSES

  • Posted on 4/11/2010 at 5:29 PM Accepted
    I've actually created dashboards and consulted with clients who provide dashboards. The key to creating a truly useful dashboard is to understand (a) your objectives, and (b) the available data and their usefulness in tracking progress.

    Most of the time the problem isn't the dashboard itself, but the difficulties of measuring true ROMI. Depending on your industry, you may have some useful syndicated data that you can merge with your own sales information. Otherwise, you first need to figure out what it is you want to track and what you're going to do with the information in your dashboard. What is the indicated action?
  • Posted by SjS on 4/12/2010 at 3:33 PM Author
    mgoodman,

    Thanks for your response; and I totally understand the difficulty in measuring ROMI.

    I would say we need to better outline our objectives, primarily to ensure all parties are in sync. In terms of the data we want to track, it is related to our marketing programs, which include conferences, lead generation, brand awareness, website statistics, email marketing, collateral, and analyst relations.

    Our initial thinking to track the programs based on four categories: programs directly tied to total contract value, programs indirectly tied to total contract value, company exposures, and pure outputs.
  • Posted by SjS on 4/12/2010 at 3:37 PM Author
    Karen,

    Thanks for the search ... articles have good information that I can work from.

    Thanks,

    Sandy
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