NIM Marketing Intelligence Review

Marketing Dashboards

Marketing dashboards have evolved from reporting results on key performance indicators to a more dynamic and diagnostic tool. They debias information collection and decision-making and communicate widely the key metrics to focus on. In this issue, experts offer perspectives and dashboard insights, covering a broad range of metrics from brand, through multi-channel distribution, to society, and ultimately to a company´s financial performance.

Guest Editors:
Koen Pauwels, Professor of Marketing, Northeastern University, Boston 
David J. Reibstein, Professor of Marketing, Wharton School, University of Pennsylvania, Philadelphia

Performance Drivers Multi-Channel-Metrics ESG-Metrics Brand Monitoring Causal Relationships
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Issue Contents

The Modern Marketing Dashboard: Back to the Future

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

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Metrics for Marketing Decisions: Drivers and Implications for Performance

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

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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.

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The What, Why and How of ESG Dashboards

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

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Compensation-Related Metrics and Marketing Myopia

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

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Monitoring Marketing Sources of Brand Reputation Risk

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

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Brand Purpose and Brand Success

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

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Dashboards: From Performance Art to Decision Support

Interview with Neil Hoyne, Chief Measurement Strategist at Google

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