Marketing Dashboards

Decision Support • Performance Drivers • Multi-Channel-Metrics • ESG-Metrics • Brand Monitoring • Causal Relationships • Dynamic 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

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Article overview

2023-04

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

2023-04

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

2023-04

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

2023-04

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

2023-04

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

2023-04

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

2023-04

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

2023-04

Interview with Neil Hoyne, Chief Measurement Strategist at Google

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Dave Reibstein and Koen Pauwels present the issues " Marketing Dashboads - The Next Generation" of the NIM Marketing Intelligence Review.

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