Product Description

A marketing dashboard can be your catalyst for success and credibility. But where do you start? What do you include? And how do you ensure that the marketing dashboard will add to marketing's accountability? Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments gives you insight into planning, design, construction, and implementation of an effective marketing dashboard. And for those who already have one, Marketing by the Dashboard Light gives you the information you need to help retool and focus your dashboard for maximum effect.

Marketing by the Dashboard Light features insight from interviews with CMO's from Forture 100 companies including: Allstate, Charles Schwab, McDonald's Corporation, Hewlett Packard, Wachovia, Citibank, Home Depot, Pitney Bowes, Dow Corning, General Electric, and many others.

Product Details

• Amazon Sales Rank: #229460 in Books
• Published on: 2005-10-01
• Binding: Paperback
• 234 pages

Review
"...best practical guide to dashboards and marketing metrics...Every business person concerned with sources of cash flow should read it." --Tim Ambler, Senior Fellow, London Business School and author of Marketing and the Bottom Line

"This book articulates issues I wrestle with daily and helps me see where our team stands on the measurement journey." --Karen Haefling, Chief Marketing Officer, KeyCorp

"This book's framework helps us face persistent challenges to marketers, from deficient measurement data to lack of accountability/credibility." --Gretchen Jezerc, Director, Corporate Marketing & Communications, PPG

About the Author
Pat LaPointe is a managing partner at MarketingNPV, a management consulting firm focused on improving the financial return from marketing investments. His 20-year-plus career includes consulting with over half of the Fortune 100 and running large sales and marketing departments. His education credentials include an MBA from Stern School of Business at New York University and a Bachelor of Commerce from McGill University (Montreal).

Customer Reviews

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 the marketing function. You will find concepts and methods in a summarized form, organized in a very rational sequence. The book is a mix of concepts to be used in developing a Dashboard for the marketing function, following a methodology that is probably practiced by the author himself and his company.

The layout of the book is well done, in my opinion is better designed than the front cover.

In some topics the reader may get the impression that they are covered in sufficient depth to serve as a teaser for the type of professional knowledge that is required to do it, so naturally the reader might just pick up the phone and call MarketingNPV.

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 helpful and clear. The graphics alone gave me lots of new ideas on how to present information for easy digestion by harried execs.

Marketers from both large and small organizations will benefit from the book, which is well written and clearly laid out. There were some sections that offered seemingly little value to me, but others I go back to again and again. Overall a valuable asset for any marketing leader that wants to keep senior leaders on his or her side.

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.