Digital Marketing Manager Question:
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Tell me what data would you place on an “executive dashboard?”
Answer:
There are numbers, metrics, KPIs, and other data that you, as the lead digital marketer, should be in tune with regularly. Then there are the numbers that executive brand management should be able to see at a glance. The most important numbers that executive management should see on a regular (e.g., monthly) basis are the ROI on marketing spend. The CEO and CFO are generally not going to care how many new Twitter followers you’ve generated, but they do want to know that, when they give you a dollar to spend on marketing, you bring them $3 or $4 or $5 in revenue. So, ROI for each marketing campaign and then an aggregate digital marketing ROI would be very valuable to any executive.
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