Developing a reference model for KPI and Dashboard reporting in Sales & Marketing

In the Bachelors thesis we will present a model which can aid in the (semi) automation of KPI and Dashboard design, from a Sales and Marketing point of view. After defining the various involved objects and actors, we provide a set of properties on which different Business Types can be classified. We combine this with some of the Functional Roles involved in Sales and Marketing to create a model that can provide importance relationships betw en KPIs and the Functional Roles that require these KPIs for their respective Business Information Management. We will attempt to verify and fill the model with the results of web surveys held among various professionals working in Sales and Marketing. With these results we will show an example of a Business Template, showing the most important KPIs for a Functional Role with respect to it’s Business Type. We will discuss the possible relation between the visual representation of KPIs and the business functions they are monitoring. Finally, we conclude and give recommendations for further research and changes to the model