{"id":"https://openalex.org/W4411350752","doi":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","title":"Building Campaign Effectiveness Dashboards Using Tableau for CMO-Level Decision Making","display_name":"Building Campaign Effectiveness Dashboards Using Tableau for CMO-Level Decision Making","publication_year":2022,"publication_date":"2022-01-01","ids":{"openalex":"https://openalex.org/W4411350752","doi":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424"},"language":"en","primary_location":{"id":"doi:10.54660/.jfmr.2022.3.1.414-424","doi":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","is_oa":true,"landing_page_url":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","pdf_url":"https://www.multidisciplinaryfrontiers.com/uploads/archives/20250616163420_FMR-2025-1-185.1.pdf","source":{"id":"https://openalex.org/S5407047521","display_name":"Journal of Frontiers in Multidisciplinary Research","issn_l":"3050-9718","issn":["3050-9718","3050-9726"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Frontiers in Multidisciplinary Research","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"https://www.multidisciplinaryfrontiers.com/uploads/archives/20250616163420_FMR-2025-1-185.1.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5118215427","display_name":"Omolola Temitope Kufile","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I1311688040","display_name":"Amazon (United States)","ror":"https://ror.org/04mv4n011","country_code":"US","type":"company","lineage":["https://openalex.org/I1311688040"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Omolola Temitope Kufile","raw_affiliation_strings":["Amazon Advertising , United States"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Amazon Advertising , United States","institution_ids":["https://openalex.org/I1311688040"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5015809716","display_name":"Bisayo Oluwatosin Otokiti","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I98243723","display_name":"Kwara State University","ror":"https://ror.org/05np2xn95","country_code":"NG","type":"education","lineage":["https://openalex.org/I98243723"]}],"countries":["NG"],"is_corresponding":false,"raw_author_name":"Bisayo Oluwatosin Otokiti","raw_affiliation_strings":["Department of Business and Entrepreneurship , Kwara State University , Nigeria"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Business and Entrepreneurship , Kwara State University , Nigeria","institution_ids":["https://openalex.org/I98243723"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5117501845","display_name":"Abiodun Yusuf Onifade","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Abiodun Yusuf Onifade","raw_affiliation_strings":["Independent Researcher , California , USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Independent Researcher , California , USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5117616687","display_name":"Bisi Ogunwale","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Bisi Ogunwale","raw_affiliation_strings":["Independent Researcher , Canada"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Independent Researcher , Canada","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5118216329","display_name":"Chinelo Harriet Okolo","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Chinelo Harriet Okolo","raw_affiliation_strings":["United Bank For Africa (UBA) , Lagos state , Nigeria"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"United Bank For Africa (UBA) , Lagos state , Nigeria","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.5227,"has_fulltext":true,"cited_by_count":8,"citation_normalized_percentile":{"value":0.86366315,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":96},"biblio":{"volume":"3","issue":"1","first_page":"414","last_page":"424"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9794999957084656,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9794999957084656,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10799","display_name":"Data Visualization and Analytics","score":0.014000000432133675,"subfield":{"id":"https://openalex.org/subfields/1704","display_name":"Computer Graphics and Computer-Aided Design"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T13204","display_name":"Competitive and Knowledge Intelligence","score":0.0031999999191612005,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/tableau","display_name":"Tableau","score":0.9990000128746033},{"id":"https://openalex.org/keywords/business-intelligence","display_name":"business intelligence","score":0.703000009059906},{"id":"https://openalex.org/keywords/data-driven-marketing","display_name":"data-driven marketing","score":0.6729999780654907},{"id":"https://openalex.org/keywords/digital-marketing-analytics","display_name":"digital marketing analytics","score":0.718999981880188},{"id":"https://openalex.org/keywords/executive-decision-support","display_name":"executive decision support","score":0.5759999752044678}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5203444361686707},{"id":"https://openalex.org/C42475967","wikidata":"https://www.wikidata.org/wiki/Q194292","display_name":"Operations research","level":1,"score":0.3224799633026123},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.1665886640548706}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.54660/.jfmr.2022.3.1.414-424","doi":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","is_oa":true,"landing_page_url":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","pdf_url":"https://www.multidisciplinaryfrontiers.com/uploads/archives/20250616163420_FMR-2025-1-185.1.pdf","source":{"id":"https://openalex.org/S5407047521","display_name":"Journal of Frontiers in Multidisciplinary Research","issn_l":"3050-9718","issn":["3050-9718","3050-9726"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Frontiers in Multidisciplinary Research","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.54660/.jfmr.2022.3.1.414-424","doi":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","is_oa":true,"landing_page_url":"https://doi.org/10.54660/.jfmr.2022.3.1.414-424","pdf_url":"https://www.multidisciplinaryfrontiers.com/uploads/archives/20250616163420_FMR-2025-1-185.1.pdf","source":{"id":"https://openalex.org/S5407047521","display_name":"Journal of Frontiers in Multidisciplinary Research","issn_l":"3050-9718","issn":["3050-9718","3050-9726"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Frontiers in Multidisciplinary Research","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4411350752.pdf","grobid_xml":"https://content.openalex.org/works/W4411350752.grobid-xml"},"referenced_works_count":29,"referenced_works":["https://openalex.org/W2040247369","https://openalex.org/W2076462394","https://openalex.org/W2282781689","https://openalex.org/W2401203866","https://openalex.org/W2754260474","https://openalex.org/W2790113679","https://openalex.org/W2954386518","https://openalex.org/W2954713901","https://openalex.org/W2955403007","https://openalex.org/W2955649020","https://openalex.org/W2974953943","https://openalex.org/W3003904527","https://openalex.org/W3155362250","https://openalex.org/W4206691603","https://openalex.org/W4237262408","https://openalex.org/W4407751207","https://openalex.org/W4408367369","https://openalex.org/W4408809516","https://openalex.org/W4409085459","https://openalex.org/W4409309391","https://openalex.org/W4410118399","https://openalex.org/W4410318648","https://openalex.org/W4410320425","https://openalex.org/W4410320676","https://openalex.org/W4410320986","https://openalex.org/W4410404373","https://openalex.org/W4410405724","https://openalex.org/W4410406622","https://openalex.org/W4410566467"],"related_works":["https://openalex.org/W3008929918","https://openalex.org/W7214796684","https://openalex.org/W2807919612","https://openalex.org/W7135043407","https://openalex.org/W7212380582","https://openalex.org/W4412345829","https://openalex.org/W7000285987","https://openalex.org/W1511481468","https://openalex.org/W6992674076","https://openalex.org/W1485869172"],"abstract_inverted_index":{"The":[0,79,124],"proliferation":[1],"of":[2,9,25,68,104],"digital":[3],"marketing":[4,76,137,146],"has":[5,41],"generated":[6],"unprecedented":[7],"volumes":[8],"data":[10,27,83,138],"that":[11,127],"Chief":[12],"Marketing":[13],"Officers":[14],"(CMOs)":[15],"must":[16],"analyze":[17],"to":[18,55,115],"make":[19],"strategic":[20,141],"decisions.":[21],"However,":[22],"making":[23],"sense":[24],"this":[26,105],"across":[28],"various":[29],"touchpoints":[30],"remains":[31],"a":[32,36,44,52,61,117],"critical":[33],"challenge.":[34],"Tableau,":[35,73],"leading":[37],"business":[38],"intelligence":[39],"tool,":[40],"emerged":[42],"as":[43],"pivotal":[45],"solution":[46],"for":[47,120],"visualizing":[48],"campaign":[49,77],"effectiveness":[50],"in":[51,74],"format":[53],"tailored":[54],"executive-level":[56],"needs.":[57],"This":[58],"paper":[59],"presents":[60],"comprehensive":[62],"literature":[63],"review":[64],"on":[65],"the":[66,102,133],"role":[67],"dashboards,":[69],"specifically":[70],"built":[71],"using":[72],"improving":[75],"evaluation.":[78],"research":[80],"delves":[81],"into":[82],"visualization":[84],"principles,":[85],"dashboard":[86],"design":[87],"best":[88],"practices,":[89],"and":[90,112,139],"their":[91],"alignment":[92],"with":[93],"CMO":[94],"decision-making":[95],"frameworks.":[96],"While":[97],"empirical":[98],"experimentation":[99],"is":[100],"beyond":[101],"scope":[103],"study,":[106],"it":[107],"aggregates":[108],"insights":[109],"from":[110],"academic":[111],"industry":[113],"sources":[114],"offer":[116],"conceptual":[118],"foundation":[119],"building":[121],"CMO-focused":[122],"dashboards.":[123],"findings":[125],"suggest":[126],"well-designed":[128],"Tableau":[129],"dashboards":[130],"can":[131],"bridge":[132],"gap":[134],"between":[135],"raw":[136],"actionable":[140],"insights,":[142],"thereby":[143],"fostering":[144],"data-driven":[145],"leadership.":[147]},"counts_by_year":[{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":2}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2025-10-10T00:00:00"}
