<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>An effective dashboard integrates data, processes and viewpoints to show what happened, why it happened and what could happen with the right remedial action. It serves as a communication tool for what is important to the organization and helps to align all parties to the right objectives. It also serves as an aid in decision-making and goal attainment and the pathway to get there. The dashboards of the future need to be dynamic and constantly adapting to changing market conditions. They should include the long-term effects of marketing spending. Artificial intelligence has already made great strides in automating parts of dashboard development and can write out human language stories based on statistical evidence. AI can generate graphs and allow dashboard users to verbalize hypotheses to be tested in follow-up research.</p>
</abstract>

An effective dashboard integrates data, processes and viewpoints to show what happened, why it happened and what could happen with the right remedial action. It serves as a communication tool for what is important to the organization and helps to align all parties to the right objectives. It also serves as an aid in decision-making and goal attainment and the pathway to get there. The dashboards of the future need to be dynamic and constantly adapting to changing market conditions. They should include the long-term effects of marketing spending. Artificial intelligence has already made great strides in automating parts of dashboard development and can write out human language stories based on statistical evidence. AI can generate graphs and allow dashboard users to verbalize hypotheses to be tested in follow-up research.

The Modern Marketing Dashboard: Back to the Future

Distinguished Professor of Marketing and Co-Founder of the DATA Initiative D’Amore-McKim School of Business at Northeastern University

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"The Modern Marketing Dashboard: Back to the Future"}

An effective dashboard integrates data, processes and viewpoints to show what happened, why it happened and what could happen with the right remedial action....

The Modern Marketing Dashboard: Back to the Future

Published Online: Apr 19, 2023

Page range: 10 - 17

DOI: https://doi.org/10.2478/nimmir-2023-0002

Keywords
Dashboards, Metrics, Marketing Accountability, Performance Drivers, Decision-Making

© 2023 Koen Pauwels et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

The Modern Marketing Dashboard: Back to the Future

Published Online: Apr 19, 2023

Page range: 10 - 17

DOI: https://doi.org/10.2478/nimmir-2023-0002

KeywordsDashboards, Metrics, Marketing Accountability, Performance Drivers, Decision-Making

© 2023 Koen Pauwels et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
Dashboards, Metrics, Marketing Accountability, Performance Drivers, Decision-Making