Metrics

Dashboards

A dashboard of communication metrics is a great way to share with senior leaders the progress being made on achieving key performance indicators. Like a report card, it can synthesize a great many smaller scores into overall trends that can be absorbed at a glance.

Forecasting and evaluating the impact of marketing communication

Book review of IMC The Next Generation: The book is organized around the authors’ five steps for using IMC, three of which involve measurement. Other chapters cover the background of IMC and its future, guiding principles for implementation, and how to organize a company so it can better integrate and align its functions around customers.


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