Dashboard
One way of displaying the performance measurements is with a dashboard. The dashboard is where all data and metrics are collated and presented as useful information for the organization. Marketing professionals create these dashboards from metrics and KPIs. Organizations can then use this information to proceed with their marketing. In essence, a dashboard is a multilayered performance management tool that enables organizations to measure, monitor and manage business activity by using both financial and non-financial measures. The dashboard provides analysis into the progress of the organization toward achieving each defined objectives.
A good dashboard consists of three layers:
| Level | Function | Description |
|---|---|---|
| Executive level | Strategic level | Monitors and measures performance against business outcomes and marketing objectives |
| Operational level | Marketing management | Tracks performance of core marketing strategies and processes |
| Tactical level | Functions and individuals | Analyzes performance at project or activity level as they relate to the first two |
An ideal dashboard should show the progress of marketing, help assess productive areas, and help in the decision making. In addition, dashboards provide an indication on the value of marketing and also helps to align marketing with the business.
Read more about this topic: Marketing Performance Measurement And Management