After several years of spending many dollars on marketing, the CEO of a 100 person multispecialty group decided she was frustrated with the inability to determine the value of these expenditures. You have been brought on board as the group's new director of marketing. The CEO has asked you to prepare a dashboard for her that she can use to track and monitor marketing investments on a quarterly basis. Describe your approach.
Question comes from "Essentials of Health Care Marketing" (3rd Edition) Chapter Problem Number 4 for Chapter 14.