Emerging Business Online: Global Markets and the Power of B2B Internet Marketing

4. Marketing by the Dashboard Light

Upon completion of this chapter, you should be able to

• Identify your key metrics and performance indicators and how to measure them

• Understand the significance and uses of the dashboard

• Understand how business intelligence can be gained from the dashboard and help your businesses make marketing decisions and plan

• Demonstrate the financial worth of marketing expenditures through return on marketing investment (ROMI) metrics

• Identify which online and marketing metrics are meaningful aided by ebocube commercial cycle

• Understand the significance of the three different views of the dashboard: high-level view, marketing operational view, and datacube

• Know how to think about starting to scope your ...