Our newly digital world is generating an almost unimaginable amount of data about all of us.
Such a vast amount of data is useless without plans and strategies that are designed to cope …

Recent years have seen the introduction of a “marketing dashboard” that brings the firm's
key marketing metrics into a single display. Service firms across industries have created …

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect
changes and trends in current marketing thinking and practice. Taking into account the …

In recent years, new types of interactive analytical dashboard features have emerged for
operational decision support systems (DSS). Analytical components of such features solve …

Marketers have long felt marginalized or at least under pressure to justify their plans. They
may not look for accountability but there is increasing acceptance that quantification …

There is an ever-present need for managers to justify marketing expenditures to the firm.
This can only be done when we can establish a direct link between marketing metrics and …

This paper starts with the premise that marketing should be accountable, and considers by
which measure or measures it should be held to account." Marketing" for the purposes of this …

Customer metrics are pivotal to assessing and monitoring how firms perform with customers
and other publics. The authors contend that customer metrics used by firms today are …

While scholars have devoted attention to the" what to measure" question in marketing
performance measurement, this presumes that measurement provides benefits to the …

Since the accountability spotlight fell on marketing, researchers have been seeking a single
indicator, or “silver metric”, that can summarize marketing performance in much the way that …