Prezentacja i modelowanie analityki marketingowej w aplikacji kokpitu menedżerskiego
Presentation and modelling of marketing analysis in the application of managerial dashboards

Summary/Abstract: The aim of the article is to present the role and functionality of managerial dashboards. Dashboard has been defined in Polish language as a cockpit for managers and in English language as BI dashboard or interactive dashboard. The author of the article characterized performance dashboards, their classifications, and characteristic features according to the SMART IMPACT acronym. If we take an area of marketing into consideration, cockpits for segmentation, research of different kinds of efficiency of sales, loyalty, profiling of a client, analyses of business production capacity and direct marketing are most often used. In a modern company the process of taking decisions is supported by IT instruments such as marketing dashboards. At the same time marketing analysis which is used in them enables to achieve competitive advantage faster both in big and small enterprises.

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