Marketing by the Dashboard Light (Hardcover)

~ Patrick LaPointe (Author) "The dashboard of a car, a plane, even a video game gives you a lot of crucial information..." (more)
Key Phrases: Association of National Advertisers, London Business School, Tim Ambler (more...)

Editorial Reviews

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

"...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

"Accountability is finally here. Tracking and measuring marketing and communication is finally possible and Pat tells you how." -- Don E. Schultz, Professor Emeritus, Northwestern University, and the author of IMC: The Next Generation

"The 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

"The book’s clear framework helps us face the persistent challenges to marketers, from deficient measurement data to lack of accountability/credibility." -- Gretchen Jezerc, Director, Corporate Marketing & Communications, PPG Industries, Inc.

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

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 interviews with CMO’s from Fortune 100 companies including: Allstate Charles Schwab McDonald’s Corporation Hewlett Packard Wachovia Citibank Home Depot Pitney Bowes Dow Corning General Electric and many others.

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Product Details

• Hardcover: 234 pages
• Publisher: ANA (October 2005)
• ISBN-10: 1563180367
• ISBN-13: 978-1563180361
• Product Dimensions: 9.1 x 6.1 x 0.7 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #725,900 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

17 of 18 people found the following review helpful:

4.0 out of 5 stars A Consultant concepts and methods to develop a Dashboard for the Marketing Function., June 28, 2006

By	Jose Ernesto Passos (São Paulo, SP Brazil) - See all my reviews (REAL NAME)

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.

4.0 out of 5 stars Solid Roadmap for Building & Displaying Marketing Metrics , January 1, 2008

By	Wendy St Clair Pearson (Denver, CO) - See all my reviews (REAL NAME)

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.

2 of 11 people found the following review helpful:

4.0 out of 5 stars Good Insights for Today's Marketer, January 19, 2007

By	L. Wilson - See all my reviews (REAL NAME)

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.