Dashboard - Concept and Application in the Measurement of Marketing Effectiveness

• Autorzy: Grażyna Golik-Górecka
• Języki publikacji: EN

Abstrakty

EN

This article attempts to bring closer idea of using a dashboard tool to measure the effectiveness of marketing activities. It presented barriers, base elements, how to create a dashboard development path. Today's dashboard solutions have the potential to collect, integrate, analyse and present reports in various contexts of the study and meet all expectations of companies and researchers. It now appears, therefore, that the companies that use the tools of marketing analytic dashboard, have the biggest chance for success on the market. (original abstract)

Słowa kluczowe

EN

Marketing; Marketing efficiency

PL

Marketing; Efektywność marketingu

• Czasopismo: Information Systems in Management
• Rocznik: 2013
• Tom: 2
• Numer: nr 2
• Strony: 125--135

Twórcy

autor

Grażyna Golik-Górecka

• University of Lodz, Poland

Bibliografia

• [1] Plenary discussion on the Conference - Kontrowersje wokół marketingu. Kreowanie wartości a wartość marketingu, ALK, Warszawa, 6-7.06.2013 oraz C. Misiewicz, Sprawozdanie z Konferencji. Handel Wewnętrzny, IBRK, KiK, Nr 3, 2013, pp. 109-111.
• [2] M. Celli, What Every CEO Dashboard Should Be Tracking, MarketingProfs, 01.05.2007. www.marketingprofs.com/7/ceo-dashboards-visual-reports-help-sales-performance-celli.asp
• [3] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd. 14, Poznań 2012, p. 125.
• [4] L. Patterson, How to Create an Actionable Marketing Dashboard (and Why You Need One), "MarketingProfs", 2.03.2012. www.marketingprofs.com/articles/2012/7237/how-to-create-an-actionable-marketing-dashboard-and-why-you-need-one.
• [5] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd. 14, Poznań, 2012, p. 128.
• [6] P. LaPointe, Six Primary Obstacles to Marketing Measurement, "MarketingProfs, 11.07.2006, www.marketingprofs.com/6/lapointe4.asp