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Marketing Dashboards

In: Marketing Analytics Roadmap

Author

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  • Jerry Rackley

Abstract

Think about the experience of attending a professional sporting event where the scoreboard isn’t working or doesn’t exist. Unless you’re very attentive to everything happening on the field, it’s hard to know who’s winning. Or, as the opening paragraph of Chapter 1 describes, imagine driving a vehicle without the benefit of any information the dashboard provides. It’s possible to do so, but it leaves most drivers uneasy and full of questions. How much fuel is left? Am I going too fast or too slow? The dashboard not only provides vital performance information, it also provides reassurance or causes alarm—both important emotional states to keeping the vehicle running well in the long term.

Suggested Citation

  • Jerry Rackley, 2015. "Marketing Dashboards," Springer Books, in: Marketing Analytics Roadmap, chapter 0, pages 87-101, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0259-3_7
    DOI: 10.1007/978-1-4842-0259-3_7
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