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Journal of Service Research
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Dashboards as a Service

Why, What, How, and What Research Is Needed?

Koen Pauwels

Ozyegin University, koen.pauwels{at}ozyegin.edu.tr

Tim Ambler

London Business School

Bruce H. Clark

Northeastern University

Pat LaPointe

MarketingNPV

David Reibstein

The Wharton School, University of Pennsylvania

Bernd Skiera

Goethe University

Berend Wierenga

Rotterdam School of Management, Erasmus University

Thorsten Wiesel

University of Groningen

Recent years have seen the introduction of a "marketing dashboard" that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or together with a dashboard service provider. This article examines the reasons for this development and explains what dashboards are, how to develop them, what drives their adoption, and which academic research is needed to fully exploit their potential. Overcoming the challenges faced in dashboard development and operation provides many opportunities for marketing to exercise a stronger influence on top management decisions. The article outlines five stages of dashboard development and discusses the relationships among demand for dashboards, supply of dashboards, and the implementation process in driving adoption and use of dashboard systems. Key topics for future research include metrics selection, relationships among metrics, and the ultimate question of whether dashboards provide sufficient benefits to justify their adoption.

Key Words: metrics • dashboards • accountability • decision support

This version was published on November 1, 2009

Journal of Service Research, Vol. 12, No. 2, 175-189 (2009)
DOI: 10.1177/1094670509344213
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