This article documents the approach that Unisys has taken to design,
develop, and implement a robust marketing measurement system—the
Unisys Marketing Dashboard. On a global scale and a real-time
basis, this system is tracking marketing programs and activities, and
reporting results to drive operational effectiveness and support major
business decisions.
In September 2002, Unisys launched the dashboard initiative. This
project is one key phase of an overall Marketing Excellence
Architecture initiated by the Unisys chief marketing officer.
Throughout 2001 and 2002, the marketing organizational framework was
developed and delivered. Today, the Unisys Marketing Dashboard serves
as the vehicle for addressing the challenge of marketing accountability
via a robust, integrated system that has brought additional validation
to the importance of marketing within the corporation.