Dashboards have become far more common in organizations of all sizes and
in virtually all industry types. Marketers spend a significant amount of time trying to
identify the “right“ metrics and communicate them effectively to internal constituents in
an effort to better understand (and in some cases even justify) the relationships
between marketing expenditures and financial value creation for the firm.
In this paper, the authors define marketing dashboards and examine the reasons behind
their managerial popularity. Moreover, they
show how effective dashboards can be developed and how roadblocks to their use in organizations may be overcome. They conclude by making recommendations for further research in the utility and practical implementations in the organization
VA Matrix (dashboards) address the increasing complexity and diversity of data faced by senior management in the information age.
At least five factors are mentioned by managers as driving the need for dashboards:
1. Poor organization of the many pieces of potentially decision-relevant data,
2. Managerial biases in information processing and decision-making,
3.The increasing demands for marketing accountability,
4.The dual objective of companies to grow the top-line while keeping down costs for a healthy bottom-line
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About Vantage Agora:
Vantage Agora (VA) is a global provider of back-office solutions, custom IT services and consulting services for companies in the insurance, finance, and healthcare sectors. As a SSAE 16 Type II audited company, Vantage Agora utilizes advanced data processing and quality control systems on a secured network to ensure efficient, comprehensive management of back-office functions such as insurance, accounting, financial and administrative tasks. Founded in 2004, Vantage Agora has offices in Cleveland and Dallas.