The author argues that the three
most common measurement “pathways” by marketers - customer
metrics, Cash-flow Metrics, Brand Metrics - are pursued in a
ad-hoc silos without an integrating framework or synthesis.
The customer metrics pathway looks
at how prospects become customers.
The cash-flow metrics pathway
focuses on efficiency of marketing expenditures in achieving
The brand metrics pathway seeks to
track the development of the longer-term impact of marketing
through brand health.
"A marketing dashboard
helps present the insights from all three of the pathways in a
graphically related view that facilitates the human brain’s
incredible power to find subtle contextual links. This is the
point where the “art” and “science” of marketing need to
Key takeaways from
the book on What a Marketing Dashboard Does:
There are five key benefits to
employing a marketing dashboard:
marketing dashboard aligns marketing objectives to the company’s
financial objectives and corporate strategy through the selection
of critical metrics and sharing of results.
The marketing dashboard not only creates organizational alignment
within marketing, it clarifies the relationships between marketing
and other corporate functional areas.
marketing dashboard establishes direct links between spending and
creates a learning organization that makes decisions on hard facts
supplemented with experiential intuition, rather than battles of
intuition punctuated by a few dangerous facts. That speeds
creates transparency in marketing’s goals, operations, and
performance, creating stronger alliances outside the
This elevates marketing’s
perceived accountability to earn the trust and confidence of the
CEO, the CFO, the board, and other key decision makers throughout