Marketing by the Dashboard Light
How to Get More Insight, Foresight, and Accountability from Your Marketing Investments
By Patrick LaPointe
© 2007, Softcover, 234 pages
A marketing dashboard can be your catalyst for success and credibility. But where do you start? What do you include? And how do you ensure that the marketing dashboard will add to marketing's accountability? Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments gives you insight into planning, design, construction, and implementation of an effective marketing dashboard. And for those who already have one, Marketing by the Dashboard Light gives you the information you need to help retool and focus your dashboard for maximum effect.
Marketing by the Dashboard Light features insight from interviews with CMO's from Forture 100 companies including: Allstate, Charles Schwab, McDonald's Corporation, Hewlett Packard, Wachovia, Citibank, Home Depot, Pitney Bowes, Dow Corning, General Electric, and many others.
"...best practical guide to dashboards and marketing metrics...Every business person concerned with sources of cash flow should read it." --Tim Ambler, Senior Fellow, London Business School and author of Marketing and the Bottom Line
"This book articulates issues I wrestle with daily and helps me see where our team stands on the measurement journey." --Karen Haefling, Chief Marketing Officer, KeyCorp
"This book's framework helps us face persistent challenges to marketers, from deficient measurement data to lack of accountability/credibility." --Gretchen Jezerc, Director, Corporate Marketing & Communications, PPG