Vol. 15 / No. 1 / 2023
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.
Koen Pauwels, Professor of Marketing, Northeastern University, Boston
David J. Reibstein, Professor of Marketing, Wharton School, University of Pennsylvania, Philadelphia