Dashboards are commonly used to inform data-driven decision-making by multiple stakeholders within and across businesses. The purpose of this article is to show how a comprehensive marketing model, the NBD-Dirichlet, can be used to construct coherent and integrated dashboards. This is demonstrated using an example that offers practical guidance to practitioners and researchers for incorporating the model into a dashboard and showing how it can enhance visualisation, communication, and decision-making. The example concerns digital media consumption behaviour, specifically the section choice behaviour of readers of an online magazine. The example demonstrates the utility of the NBD-Dirichlet model to underpin a marketing management dashboard (RQ1), where model parameters are estimated from unstructured log-file data (RQ2) using log-likelihood estimation (RQ4). The example also shows the applicability of the model in analysing a non-brand attribute, specifically magazine content sections (RQ3). From inspection of graphical and tabular dashboards, it is evident that magazine section content is read by consumers in ways we might expect given the well-known Double Jeopardy (DJ) pattern of the NBD-Dirichlet model (RQ5). There is no evidence of change-of-pace behavioural loyalty (RQ6), nor niche behavioural loyalty (RQ7). Finally, the article highlights the benefits of the NBD-Dirichlet in business as not only a tool for underpinning dashboards but also for scenario planning (RQ8).

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Many countries have ethnically diverse populations and marketing practitioners need to consider these diversities when undertaking research, particularly when exploring sensitive topics. In Australia, Indigenous Australians make up 3.3% of the population and are a commonly researched audience to gauge attitudes and ensure cultural offense does not occur due to unintended consequences of marketing activity. However, obtaining information from such a vulnerable group using quantitively based surveys is often inappropriate or insensitive. This paper introduces to Euro-western market researchers the concepts of flipping and yarning as a market research approach that has been used by Indigenous Australians for thousands of years. This circular market research approach demonstrates that ensuring a cultural understanding of the community can provide a foundation for a research approach that is ‘considered’ and respectful. It is hoped that this type of methodology can be used with other vulnerable communities as well as other diverse groups.