مديريت

Marketing Dashboard

Professionals involved in MPM implementation use a dashboard to report the marketing performance. The dashboard is where all data and metrics are collated and presented as useful information for the organization. Marketing professionals create these dashboards from metrics and KPIs. Organizations can then use this information to proceed with their marketing. In essence, a dashboard is a multilayered performance management tool that enables organizations to measure, monitor and manage business activity by using both financial and non-financial measures. The dashboard provides analysis into the progress of the organization toward achieving each defined objectives.

A good dashboard consists of three layers:

Level

Description

Executivelevel

Strategic level

Monitors and measures performance against business outcomes and marketing objectives

Operational level

Marketing management

Tracks performance of core marketing strategies and processes

Tactical level

Functions and individuals

Analyzes performance at project or activity level as they relate to the first two

An ideal dashboard should show the progress of marketing, help assess productive areas, and help in the decision making. In addition, dashboards provide an indication on the value of marketing and also helps to align marketing with the business.