Understanding the marketing dashboard
The marketing department of a company is responsible for product design, unlocking sales channels, and boosting demand for the company’s products, while at the same time, positioning the company as a strong and reputable brand. Marketing dashboards are meant to reflect the effectiveness of all the company’s marketing activities in creating product acceptance, generating demand, and increasing the company’s brand value.
A large part of marketing activities is strategy-based and that often creates the problem of tracking and reporting their effectiveness. It is not unusual that you will have to help the marketing team create numeric ways of tracking the effectiveness of some of their activities. For example, how do you track and report the effectiveness of the marketing department’s social media activities? How do you assign a meaningful number to the thousands of tweets, Facebook posts, Instagram posts, TikTok posts...
