Marketing Dashboards

The Modern Marketing Dashboard: Back to the Future

It is necessary to measure what you need rather than to merely use what you have.

Metrics for Marketing Decisions: Drivers and Implications for Performance

The more metrics managers employ, the better their decision quality and marketing performance.

Finding the Right Metrics to Manage Multi-Channel Distribution

If you are not found in the places where consumers search, you won’t get into their consideration sets.

The What, Why and How of ESG Dashboards

On the basis of ESG metrics, companies can set clear sustainability goals.

Compensation-Related Metrics and Marketing Myopia

Equity incentives can tempt marketing executives to engage in short-sighted marketing management.

Monitoring Marketing Sources of Brand Reputation Risk

Successful brand stewardship requires ongoing monitoring of marketing-strategy-related sources of reputational brand risks.

Brand Purpose and Brand Success

Quantifying a company’s purpose beyond profit is not easy but it is highly relevant.

Dashboards: From Performance Art to Decision Support

Interview with Neil Hoyne, Chief Measurement Strategist at Google