19781794-Implementing-Effective-Marketing-Dashboards

19781794-Implementing-Effective-Marketing-Dashboards - How...

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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 How To Guide Implementing Effective Marketing Dashboards Executive Summary: Measuring marketing performance has become a top priority for almost every organization, yet most do not have a comprehensive system in place. Marketing Dashboards provide a high-level snapshot of the most critical metrics that relate to business performance. Benefits of implementing a Marketing Dashboard include: Ability to Measure Marketing Effectiveness/ROI Improved Visibility for Senior Management Better Allocation of Resources This report will define Marketing Dashboards, highlight their benefits, and provide high-level Best Practices for establishing an integrated performance measurement system.
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 2 Table of Contents Page Introduction 3 What are Marketing Dashboards? 4 Benefits of Marketing Dashboards 4 Implementation Best Practices 5 Conclusion 12
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 3 Introduction Over the past 10 years there has been a distinctive shift in Marketing activities; budgets are only being allocated to investments that can produce measurable returns, such as sales support and lead generation. In a time of Sarbanes-Oxley compliance, repeatable controls, processes, and policy & procedures, have been implemented to ensure accountability. This cultural shift is spreading into Marketing as senior executives have witnessed increased efficiency & effectiveness by standardizing, measuring, and benchmarking, key metrics in functions like Finance, I/T, Sales, and Operations. Structured processes and analytics are new for most Marketing departments, so it is no wonder that in a recent CMO Council Survey, Marketing Performance Measurement was highlighted as a significant priority by over 90% of the companies. Strikingly, less than 14% of these companies reported having any type of comprehensive system to measure Marketing. Those who did have systems in place significantly outperformed their competitors in revenue growth, market share, and profitability. Clearly, it is essential that Marketing professionals learn the Marketing Performance Measurement discipline if they are to survive. No longer is it acceptable to provide gut-feel estimates of the impact of marketing programs. Results must be measured. A simple approach to measuring performance is implementing a Marketing Dashboard .” This report will define Marketing Dashboards, highlight their benefits, and provide high-level Best Practices for implementing an integrated performance measurement system. Before implementing any MPM solution, be sure to read our summary, “ Get Ready to Measure Marketing Performance and complete the Dashboard Readiness Assessment . If you are already measuring your marketing performance, use our Marketing Measurement Maturity Assessment to benchmark your strengths & weaknesses and to identify areas for improvement.
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19781794-Implementing-Effective-Marketing-Dashboards - How...

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