therehasbeenariseintheinterestofdevelopinga（t h e r e h a s b e e n a r i s e i ntheinterestofdevelopinga）.docVIP

Dashboards Marketing: why, what, how and which research is needed? Koen Pauwels, Tim Ambler, Bruce Clark, Pat LaPointe, David Reibstein, Bernd Skiera, Berend Wierenga, Thorsten Wiesel Data is prolific but usually poorly digested, often irrelevant and some issues entirely lack the illumination of measurement. (Little 1970, p. B466) Still relevant decades later, Little’s (1970) quote accentuates the tension between the abundance of marketing data at our disposal and the lack of actionable insights that derive from it. Recent years have seen the introduction of a “marketing dashboard” which e