The Art of the Marketing Scorecard

“How’s marketing performing?”

It’s a question marketing leaders get asked all the time. But it’s not always easy to answer. Marketing has so many channels, so many vendors and tools in the mix, so many executions and campaigns going at once, how can we possibly summarize all that’s happening, why we’re doing it, and what it all means?

Management wants more than quick-hitting summaries, it wants context. How are we performing compared to where we thought we’d be? How about compared to last week? Last year? Compared to a similar campaign?

In this white paper from Beckon, marketers will learn:

  • What is a marketing scorecard and it’s benefits
  • Choosing and organizing scorecard components—objectives, metrics, KPIs
  • How to get started

Sponsored by Beckon
Beckon is enterprise-class marketing intelligence software built by marketers, for marketers. The first platform to combine data best practices with marketing best practices, Beckon provides automated, full-service data management, total visibility into cross-channel marketing performance, integrated campaign planning, omnichannel analytics, real-time dashboards and scorecards, and marketing-impact metrics and KPIs right out of the box for ultra-fast time to marketing value. Beckon is for marketers who want to bring order to messy data, see what’s working across it all, make data-informed optimization decisions, and tell the story of marketing performance in terms of business impact.