The operational buzz word today is the “dashboard”. If you are a marketing manager looking at improving your brand equity, it is imperative that you have the right marketing dashboard.

What are all the paramters in the marketing dashboard?

Before that, let us see what this ‘dashboard’ in general is.

In any car, there is a dashboard. It has all the equipments and measurements which tell you where you are. There is something which tells you how much gas is left. There is something which tells you whether the oil levels are fine. Something else tells you how fast you are going and so on and so forth.

Similarly, you should have measures such as awareness, trial levels, repeat levels, customer satisfaction levels and key brand equity indicators to tell you where exactly your brand is.

That, in essence, is what a marketing dash board is all about.

Do you have one? If you don’t have, it is high time you constructed one.