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Marketing by the Dashboard Light
by Patrick LaPointe
from Association of National Advertisers
Customer Reviews:
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Avg. Customer Rating: 4.0 / 5.0 
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Solid Roadmap for Building & Displaying Marketing Metrics
Marketing metrics are here to stay and marketing leaders who want to remain relevant need to be thinking along these lines as a critical part of the marketing function. This book does a good job at helping you get started figuring out what to measure, how to measure it, and who to get involved in the process. It starts from the premise of ensuring you have the business strategy nailed down and the role of marketing in the organzation clearly defined - which is key. Also the graphics throughout are extremely... more info
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Good Insights for Today's Marketer
In this new era when marketing is more than just throwing dollars after programs, this book shows you how to measure the effectiveness of your marketing dollars.
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A Consultant concepts and methods to develop a Dashboard for the Marketing Function.
The literature on Dashboards is expanding. The use and development of Dashboards is not a typical academic topic, so many of the authors have a consulting practice that is related to developing Dashboards. This is the case of this book.
I found it to be a well written book, but it is not an academic book, so there are references to products and services provided by several organizations(not limited to the author's). Despite this fact, it is very useful, it will help in the development of Dashboards for... more info
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