RT Journal Article SR Electronic T1 Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard JF Journal of Advertising Research JO J Advert Res FD WARC SP 237 OP 243 DO 10.1017/S0021849904040334 VO 44 IS 3 A1 Amy Miller A1 Jennifer Cioffi YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/3/237.abstract AB 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.