There is a danger in the use of dashboards that the company becomes too focused on tactical measures that may overshadow ____________.
A)Measures of immediacy
B)Measures of tenacity
C)Measures of locus of control
D)Measures of strategic importance
E)All of these

Question

Quizplus · Accepted Answer

The use of dashboards may lead to too many tactical metrics; not enough strategic insight. Because of the focus over the past decade on holding marketing accountable for financial results, tactical, or "intermediary," metrics have proliferated. Numerous books and articles provide list after list of calculations and ratios to assess all sorts of marketing programmatic results (brand awareness, customer trial, lead conversion, etc.). Although these are valuable and having the right set of intermediary metrics on the dashboard is important, it is critical that they do not overshadow measures of strategic importance to the firm.

There Is a Danger in the Use of Dashboards That