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| Author: | Miller, A. Cioffi, J. |
| Title: | Measuring marketing effectiveness and value: The Unisys Marketing Dashboard |
| Journal: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 237-243 |
| Index terms: | Accounting Marketing Effectiveness Measurement Planning Companies |
| Language: | eng |
| Abstract: | This article presents the Unisys approach to design, develop, and implement a robust marketing (hereafter as: m-ting.) measurement system, the Unisys Marketing Dashboard (here as: UMD) which is tracking m-ting programs and activities, and reporting results to drive operational effectiveness and support major business decisions. Today, the UMD serves as the vehicle for addressing the challenge of m-ting accountability through a robust, integrated system that has brought additional validation to the importance of m-ting within the corporation. |
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