Faculty of Economics and Business Administration Publications Database

Dashboards & Marketing: Why, What, How and Which Research is Needed?

Pauwels, Koen
Ambler, Tim
Clark, Bruce H.
LaPointe, Pat
Reibstein, David
Wierenga, Bernd
Wiesel, Thorsten
Volume: 12
Number: 2
Pages: 175 - 189
Month: November
ISSN-Print: 1094-6705
Link External Source: Online Version
Year: 2009
Keywords: Metrics; Dashboards; Accountability; Decision support
Abstract: Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or together with a dashboard service provider. This article examines the reasons for this development and explains what dashboards are, how to develop them, what drives their adoption, and which academic research is needed to fully exploit their potential. Overcoming the challenges faced in dashboard development and operation provides many opportunities for marketing to exercise a stronger influence on top management decisions. The article outlines five stages of dashboard development and discusses the relationships among demand for dashboards, supply of dashboards, and the implementation process in driving adoption and use of dashboard systems. Key topics for future research include metrics selection, relationships among metrics, and the ultimate question of whether dashboards provide sufficient benefits to justify their adoption.