Marketing dashboards are like instrument panel

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Background: "Marketing dashboards are like the instrument panel in a car or plane, visually displaying realtime indicators to ensure proper functioning. They are only as good as the information on which they're based, but sophisticated visualization tools are helping bring data alive to improve understanding and analysis: (Chapter 4). Companies can use customer-performance scorecards to measure customer data on yearly bases. What steps can companies take to ensure their customer scorecards and dashboards are the most reliable?

Question: (Including reference(s) and citation(s)), what are 3 to 5 pros and 3 to 5 cons for primary and secondary market research?

Reference no: EM133541032

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