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Marketing ROI: Building your dashboard (PDF-367 KB)

A company's marketing ROI dashboard should almost be as distinctive as a fingerprint, measuring the major trends and indicators that are most appropriate for its stature in its industry, its corporate values, and its advantages in the marketplace.

• It should be balanced, with measurements from all parts of the AIDA (Awareness, Interest, Desire, Action) model. That makes sure you are engaged in marketing communications activities at all parts of the AIDA model to achieve a sustainable marketing ROI.
• It should include some objective sources, like professionally completed brand awareness or brand preference studies.
• It should include "indicators" or measurements that may not have the credibility of a firm metric (such as brand awareness), but may show shorter-term movement between less frequent measurement techniques.

This illustration shows some of major trends and indicators that might be used on a typical B2B marketer's ROI dashboard. Although the specifics and number will be based oneach company's needs, the AIDA model provides the context that ensures that your program is balanced and effective.

What Should Be On Your Marketing ROI Dashboard?

Godfrey has extensive experience in helping B2B marketers measure their programs. We believe a well-designed dashboard can be an important tool in measuring and achieving marketing ROI.