Marketing Dashboards
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After several years of spending many dollars on marketing, the CEO of the 100-person multispecialty group decided she was frustrated with the inability to determine the value of these expenditures. You have been brought on board as the group's new Director of Marketing. The CEO has asked you to prepare a dashboard for her that she can use to track and monitor marketing investments on a quarterly basis. Describe your approach.
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Solution Summary
Marketing dashboards are examined.
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After several years of spending many dollars on marketing, the CEO of the 100-person multispecialty group decided she was frustrated with the inability to determine the value of these expenditures. You have been brought on board as the group's new Director of Marketing. The CEO has asked you to prepare a dashboard for her that she can use to track and monitor marketing investments on a quarterly basis. Describe your approach.
Marketing Dashboards
The marketing dashboard is a collection of the most critical elements of the
expenditures to see how the company is performing. By seeing how the meter goes (in
other words, the dashboard), the viewer can see what is being wasted and what is actually
working well for the company. Dashboard software is expensive and has to be loaded
into specialized systems so here is how it works.
Perceived Gaps
As a new Director of Marketing, there is a fresh set of eyes that can look at the
situation. First the needs assessment should deem whether there are gaps between what
is being offered and what is supposed to be happening. For instance, if office personnel ...
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