Customer Reviews

Marketing by the Dashboard Light

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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.

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.

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.