Dashboard : concept and application in the measurement of marketing effectiveness

• Autorzy: Golik-Górecka G.
• 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.

Słowa kluczowe

EN

marketing; dashboard; marketing metrics; marketing effectiveness; paths of marketing metrics

PL

marketing; tablica rozdzielcza; skuteczność marketingu

• Wydawca: Wydawnictwo Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie
• Czasopismo: Information Systems in Management
• Rocznik: 2013
• Tom: Vol. 2, No. 2
• Strony: 125--135
• Opis fizyczny: Bibliogr. 9 poz., il., rys.

Twórcy

autor

Golik-Górecka G.

• Department of Marketing, University of Lodz

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-salesperformance-celli.asp
• [3] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd. 14, Poznań2012, 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-marketingdashboard-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#ixzz2RVnLrSAn
• [7] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd.14, Poznań, 2012, p. 128.
• [8] L. Patterson, How to Create an Actionable Marketing Dashboard... .
• [9] Ph. Kotler, K.L. Keller, Marketing, Pearson Education, wyd.14, Poznań, pp. 129-130, za: P. LaPointe, Marketing By the Dashboard Light, Association of National Advertisers, 2005, www.MarketingNPV.com.