Interactive Digital Marketing Dashboards and Data-Driven Campaign Decision-Making - An Empirical Study

S.K. PARTHIBAN, II MBA, Department of Management Studies, School of Management Studies,

Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai.

Sethuparthi007@gmail.com

Dr. R. RAAJALAKSHMI, Assistant Professor, Department of Management Studies,

School of Management Studies, Vels Institute of Science, Technology and Advanced Studies, Pallavaram, Chennai.

Raajisai28@gmail.com

Abstract
The nature of digital marketing has transformed from being a form of communication that is mostly assessed ex post facto at the end of a campaign into a quantifiable business activity where marketing managers are supposed to be able to measure performance of ongoing campaigns. As a result of growth in such forms of digital marketing channels as search, social media, and programmatic, the amount of campaign information has been increased significantly. However, presence of data does not necessarily mean presence of insight. This study aims at identifying possible correlations between marketing dashboard utility, dashboard analytics and return-on-investment (ROI) visibility, and digital marketing tool usage and digital marketing performance and data-driven decision-making. The sample size includes 50 respondents whose data were collected using a structured questionnaire. Descriptive statistics, reliability analysis, Pearson correlation and multiple regression were used as methods of analysis. The questionnaire had a Cronbach's alpha of 0.843, which indicated high level of internal consistency. The results of the correlation analysis revealed that there are strong positive correlations between dashboard utility, dashboard analytics and ROI impact, digital marketing performance, and data-driven decision-making. The most powerful correlation is between dashboard utility and dashboard analytics and ROI impact (r = 0.804, p < 0.001). The results of the regression analysis have shown that digital marketing tool usage, dashboard utility, and dashboard analytics and ROI impact jointly account for 47.1% of variation in data-driven decision-making (F = 13.637, p < 0.001).

Keywords: Digital marketing analytics; marketing dashboards; campaign performance; ROI; data-driven decision-making; visualization; digital advertising.