Ram Krishnamurthy

Marketing dashboards have created a buzz in the direct marketing arena, but what exactly can they do and what are the benefits of using them? A marketing dashboard is a specially designed widget, configured to show vital company statistics, updated on a daily, weekly or monthly basis, depending on who the stats are for (executives, managers, statisticians, etc.). Dashboards can help marketers get a better grasp on one of their most important, and often overlooked, direct marketing tools: data. According to Devyani Sadh, CEO of Stamford, Conn.-based Data Square, a business-intelligence solutions provider, “businesses only use 7 percent of their data to make strategic

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