2004
DOI: 10.1017/s0021849904040334
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Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

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Cited by 49 publications
(30 citation statements)
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“…In 2003, car makers spent a total of $21.4b on advertising globally (Ad Age 2004). This spending must be accounted for in terms of the effects it achieves (Miller and Cioffi, 2004;Shaw and White, 1999).…”
Section: Case Study: Advertising Efficiency In the Car Industrymentioning
confidence: 99%
“…In 2003, car makers spent a total of $21.4b on advertising globally (Ad Age 2004). This spending must be accounted for in terms of the effects it achieves (Miller and Cioffi, 2004;Shaw and White, 1999).…”
Section: Case Study: Advertising Efficiency In the Car Industrymentioning
confidence: 99%
“…Information that is summarized (Huber and Daft 1987;O'Reilly 1983), uses vivid, concrete presentation (O'Reilly 1983, and is easily accessible or usable (Peyrot et al 2002) is more likely to be used. A dissemination device that is seeing increasing practitioner use in marketing performance measurement is what is called a "dashboard" (Hendrix 2002;Kozub 2002;Miller and Cioffi 2004;Reibstein et al 2005). This is a refined set of marketing metrics, usually presented in visual form, by which top management may obtain a strategic overview of performance in the organization.…”
Section: Hypothesis 3: There Is An Inverted U-shaped Relationship Betmentioning
confidence: 99%
“…An increasing amount of aspects of human life can be more and more traced back through diverse digital footprints and, when aggregated, can reveal emerging patterns [21]. Generally speaking, dashboards are aimed at collecting, summarizing and presenting information from multiple sources [22].…”
Section: Cities' Performance Measurementmentioning
confidence: 99%