Use a dashboard when driving your marketing
Tim AmblerLondon Business School
Despite all evidence to the contrary, the belief that a single number can be used to assess marketing performance is persistent. Some say that top management can only handle a single number, or silver metric, so we must choose the least bad one. Others believe that ROI is so standard as not be to worth challenging. Others again claim modernity for customer concepts such as customer equity, customer lifetime value and Peppers and Rogers' new 'Return on Customer'. Yes, they are new and, yes, they have value, but...