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Dashboard : concept and application in the measurement of marketing effectiveness

Golik-Górecka G.

Information Systems in Management

2013

Vol. 2, No. 2

125--135

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.