"By now, most mid- to large- sized marketing organizations have either developed some sort of marketing dashboard or are on their way to doing so. Yet few have succeeded in engaging users or generating the comprehensive insights they'd hoped to. Why? Is it the wrong metrics? Insufficient insight? Design flaws? Or organizational adoption issues?

A good dashboard can align marketing to the company's financial objectives, diagnose problems, and identify emerging opportunities. It can provide strategic insight, diagnose problems, and identify emerging opportunities. But how do you select the right metrics for your Dashboard? And how do you account for the economic value of longer-term branding investments? This discussion will provide insight into the planning, design, and implementation of an effective marketing dashboard for both B2B and B2C organizations.

At the end of this session, attendees will:
• Understand how a marketing dashboard can shed light on how marketing impacts their bottom line
• Gain insight into marketing dashboard best practices
• Be better able to begin the planning, design and implementation of their own marketing dashboard "