IMPACT OF REAL-TIME BUSINESS INTELLIGENCE DASHBOARDS ON STRATEGIC DECISION CYCLES IN MARKETING TECHNOLOGY
Keywords:
Real-Time Analytics, Dashboards, Marketing Technology, Decision Cycle Time, Data Governance, Organizational Learning, ROISynopsis
Real-time business intelligence (BI) dashboards promise to compress strategic decision cycles in marketing technology (MarTech) by increasing data freshness, shared visibility, and analytical automation. This short paper synthesizes research, proposes a layered framework linking dashboards to cycle-time reduction, and offers a measurement and ROI model for practitioners. We argue that the net impact depends on data quality, organizational absorption capacity, and governance—factors that can either accelerate or stall strategic action.
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