How to create a Balanced Scorecard for Digital Marketing

An introduction to using the Balanced Scorecard for performance management in Digital Marketing The Balanced Scorecard is a well known performance management tool. It suggests following a cause-and-effect logic to build a tree of business objectives moving from a financial perspective down to customers, process and education and growth, and then enriching the entire scheme with KPIs and action plans. Who said that it is for international companies only? What about an Internet company that wants to manage its performance? I believe that the BSC framework will be very useful to focus strategic efforts on what matters. Let s have a closer look at the marketing strategy of a business on the Internet. These will be some general thoughts that need to be adapted to the vision and mission of a specific company. So if you decide to follow these ideas then you must take them as a starting point for your own research and planning efforts. Building a strategy map Today s online marketing is abou


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