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Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

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  • Miller, Amy
  • Cioffi, Jennifer

Abstract

This article documents the approach that Unisys has taken to design, develop, and implement a robust marketing measurement system—the Unisys Marketing Dashboard. On a global scale and a real-time basis, this system is tracking marketing programs and activities, and reporting results to drive operational effectiveness and support major business decisions.In September 2002, Unisys launched the dashboard initiative. This project is one key phase of an overall Marketing Excellence Architecture initiated by the Unisys chief marketing officer. Throughout 2001 and 2002, the marketing organizational framework was developed and delivered. Today, the Unisys Marketing Dashboard serves as the vehicle for addressing the challenge of marketing accountability via a robust, integrated system that has brought additional validation to the importance of marketing within the corporation.

Suggested Citation

  • Miller, Amy & Cioffi, Jennifer, 2004. "Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 237-243, September.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:237-243_04
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    Cited by:

    1. Asiegbu Ikechukwu Francis & Awa H. Okorie & Akpotu Christopher & Ogbonna U. Benson, 2011. "Salesforce Competence Development and Marketing Performance of Industrial and Domestic Products Firms in Nigeria," Far East Journal of Psychology and Business, Far East Research Centre, vol. 2(4), pages 43-59, March.
    2. Büschken, Joachim, 2009. "When does data envelopment analysis outperform a naïve efficiency measurement model?," European Journal of Operational Research, Elsevier, vol. 192(2), pages 647-657, January.
    3. Yigitbasioglu, Ogan M. & Velcu, Oana, 2012. "A review of dashboards in performance management: Implications for design and research," International Journal of Accounting Information Systems, Elsevier, vol. 13(1), pages 41-59.
    4. Lucie Sychrová, 2013. "Measuring the effectiveness of marketing activities use in relation to company size," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(2), pages 493-500.
    5. Yagoub Asma & Benlakhdar Mohamed Larbi & Bouanini Samiha, 2017. "The Role of the Dashboard in Improving Marketing Decisions in the Algerian Economic Firm," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(6), pages 209-216.
    6. Reinking, Jeff & Arnold, Vicky & Sutton, Steve G., 2020. "Synthesizing enterprise data to strategically align performance: The intentionality of strategy surrogation," International Journal of Accounting Information Systems, Elsevier, vol. 36(C).

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