Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard
This article documents the approach that Unisys has taken to design, develop, and implement a robust marketing measurement system the Unisys Marketing Dashboard. On a global scale and a real-time basis, this system is tracking marketing programs and activities, and reporting results to drive operational effectiveness and support major business decisions.In September 2002, Unisys launched the dashboard initiative. This project is one key phase of an overall Marketing Excellence Architecture initiated by the Unisys chief marketing officer. Throughout 2001 and 2002, the marketing organizational framework was developed and delivered. Today, the Unisys Marketing Dashboard serves as the vehicle for addressing the challenge of marketing accountability via a robust, integrated system that has brought additional validation to the importance of marketing within the corporation.
Volume (Year): 44 (2004)
Issue (Month): 03 (September)
|Contact details of provider:|| Postal: |
Web page: http://journals.cambridge.org/jid_JAR
When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:237-243_04. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.