Measuring marketing effectiveness and value: the Unisys marketing dashboard

Jennifer Cioffi and Amy Miller

This article documents the approach that Unisys has taken to design, develop, and implement a robust marketing measurement system--the Unisys Marketing Dashboard.

Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

Amy MillerUnisys Corporation

Jennifer CioffiVenture Communications

INTRODUCTION

In today's economically challenging business environment, no organization is exempt from performance measurements. With increasing pressures to cut costs, all budgets are under scrutiny-how do we become more effective, faster, and for less? When economic times are turbulent, marketing budgets are typically at the top of the “hit list.” Marketing leaders are now being asked to show results or payback for their spending, and measurement systems are a useful way of providing uniform statistics on program results. However, measuring marketing impact and...

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