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

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

A click on play starts a youtube video. Read more about what that means for your privacy here .

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

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

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

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

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

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

Interview with Neil Hoyne, Chief Measurement Strategist at Google

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Marketing Dashboards

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