Year: 2022
Type: article
Abstract: The proliferation of digital marketing has generated unprecedented volumes of data that Chief Marketing Officers (CMOs) must analyze to make strategic decisions. However, making sense of this data across various touchpoints remains a critical challenge. Tableau, a leading business intelligence tool, has emerged as a pivotal solution for visualizing campaign effectiveness in a format tailored to executive-level needs. This paper presents a comprehensive literature review on the role of dashboards, specifically built using Tableau, in improving marketing campaign evaluation. The research delves into data visualization principles, dashboard design best practices, and their alignment with CMO decision-making frameworks. While empirical experimentation is beyond the scope of this study, it aggregates insights from academic and industry sources to offer a conceptual foundation for building CMO-focused dashboards. The findings suggest that well-designed Tableau dashboards can bridge the gap between raw marketing data and actionable strategic insights, thereby fostering data-driven marketing leadership.
Institutions: Amazon (United States), Kwara State University
Language: English
Subfield: Management Information Systems
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4411350752