Dashboard

Read the overview below and complete the activities that follow.

To successfully compete in today's market, firms must focus on marketing planning so that managers and executives have the core

information about progress toward relevant goals and metrics at their fingertips at all times. A dashboard metaphor for this process of

capturing, shaping, and improving marketing effectiveness and efficiency is a good one.

This activity is important because marketing managers need to be able to$,$ on a regular basis, identify critical types and sources of

information for making marketing decisions. In addition, they need to be able to work with appropriate resources within the company

to develop systems that enable the related information to be regularly organized, updated, and easily accessed.

The goal of this activity is to demonstrate your understanding of some of the key elements of an effective marketing dashboard.

An effective dashboard is organic, not static. The dashboard must adapt and change with the organization as objectives are clarified

and redefined, as causal relationships are established between metrics and results, and as confidence in predictive measures grows.

Hover over each individual item to read examples of different types of marketing information that a marketing manager might track

and the reason why he$/$she is interested in tracking the related information. Then, drag the item to its appropriate position based on

which element of an effective marketing dashboard it most closely relates to$.$

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