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Development and quality assessment of a marketing dashboard
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.28 MB | Adobe PDF |
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Resumo(s)
In the context of a real estate services company who owns and manages shopping centres in Portugal
and Spain, Sonae Sierra’s marketing team is responsible for overseeing the marketing efforts of its
shopping centres and reporting them to top management. To facilitate this task, a dashboard was
developed in Tableau with the purpose of converging all the shopping centres’ marketing activitiesinto
a single interface, thereby aiding the monitoring and reporting processes of Sonae Sierra. The
dashboard evaluation was performed through questionnaires sent to internal and external users, who
assessed it in terms of usability and utility. The results showed the dashboard scored 72.25 for the
System Usability Scale, indicating it had acceptable usability. It also revealed to be useful to the users,
who classified it as better than previously used tools across the categories of intuitiveness, precision,
reliability, and completeness. The successful implementation of the dashboard prompted an alignment
of reporting between the marketing departments of Sonae Sierra and external agencies, serving as an
example of a tool capable of promoting uniformity between firms and its partners.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Marketing dashboard Dashboard development Dashboard quality assessment Usability testing SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure