Integration of Financial KPIs in Marketing Performance Dashboards: Enhancing Decision-Making Efficiency

Abstract

As the use of data and analytics becomes mainstream within organisations, there is heightened pressure on marketing functions to show quantifiable growth and link closely with the finances of the organisation. Despite improved capabilities in measuring marketing impacts, performance measurement systems remain disconnected, with an emphasis on non-financial metrics like engagement, reach, and conversions with minimal financial KPIs. As a result, managers cannot assess the effectiveness of their marketing efforts and allocate budgets efficiently. This paper investigates the incorporation of financial KPIs in marketing performance dashboards and their contribution to the efficiency of managerial decision-making. Based on performance management theory, management accounting, and marketing analytics literature, the study advocates a conceptual framework that correlates metrics for marketing activity with financial outcomes, namely return on marketing investment (ROMI), customer lifetime value (CLV), customer acquisition cost (CAC), and contribution to revenue. By using both qualitative evidence from senior marketing and finance executives and quantitative analysis of dashboard usage and performance data in various organisations, the paper assesses how integrated dashboards affect decision speed, decision quality, and marketing-finance strategic alignment. It is expected that financially integrated dashboards will enhance transparency, optimise budgets better, and support better strategic decisions. This paper is likely to make an academic contribution by offering a robust framework that neatly bridges marketing performance measurement and financial control systems, and will also provide guidance for organisations looking to enhance marketing accountability and value creation.