Dashboards as a service why, what, how, and what research is needed?

Name: Dashboards as a service why, what, how, and what research is needed?
Author: Pauwels, Koen Hendrik, Ambler, T., Clark, B. H., LaPointe, P., Reibstein, D., Skiera, B., Wierenga, B., Wiesel, T.

İsim	Dashboards as a service why, what, how, and what research is needed?
Yazar	Pauwels, Koen Hendrik, Ambler, T., Clark, B. H., LaPointe, P., Reibstein, D., Skiera, B., Wierenga, B., Wiesel, T.
Basım Tarihi:	2009-11
Basım Yeri	- Sage
Konu	Metrics, Dashboards, Accountability, Decision support
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1094-6705
Kayıt Numarası	5109976c-0c49-433b-93d0-5754e7814c26
Lokasyon	Business Administration
Tarih	2009-11
Notlar	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Örnek Metin	Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or together with a dashboardservice provider. This article examines the reasons for this development and explains what dashboards are, how to develop them, what drives their adoption, and which academic research is needed to fully exploit their potential. Overcoming the challenges faced in dashboard development and operation provides many opportunities for marketing to exercise a stronger influence on top management decisions. The article outlines five stages of dashboard development and discusses the relationships among demand for dashboards, supply of dashboards, and the implementation process in driving adoption and use of dashboard systems. Key topics for future research include metrics selection, relationships among metrics, and the ultimate question of whether dashboards provide sufficient benefits to justify their adoption.
DOI	10.1177/1094670509344213
Cilt	12

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Dashboards as a service why, what, how, and what research is needed?

Yazar Pauwels, Koen Hendrik, Ambler, T., Clark, B. H., LaPointe, P., Reibstein, D., Skiera, B., Wierenga, B., Wiesel, T.

Basım Tarihi 2009-11

Basım Yeri - Sage

Konu Metrics, Dashboards, Accountability, Decision support

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1094-6705

Kayıt Numarası 5109976c-0c49-433b-93d0-5754e7814c26

Lokasyon Business Administration

Tarih 2009-11

Notlar Due to copyright restrictions, the access to the full text of this article is only available via subscription.

Örnek Metin Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or together with a dashboardservice provider. This article examines the reasons for this development and explains what dashboards are, how to develop them, what drives their adoption, and which academic research is needed to fully exploit their potential. Overcoming the challenges faced in dashboard development and operation provides many opportunities for marketing to exercise a stronger influence on top management decisions. The article outlines five stages of dashboard development and discusses the relationships among demand for dashboards, supply of dashboards, and the implementation process in driving adoption and use of dashboard systems. Key topics for future research include metrics selection, relationships among metrics, and the ultimate question of whether dashboards provide sufficient benefits to justify their adoption.

DOI 10.1177/1094670509344213

Cilt 12