Current Research Bulletin

Marketing consulting is increasingly evaluated through performance dashboards, yet many engagements still struggle to separate true consulting contribution from background market dynamics, channel spillovers, and measurement bias. This article synthesizes evidence on marketing productivity metrics, dashboard governance, multichannel attribution, and incrementality testing to propose an integrated measurement protocol for assessing the impact of marketing consulting. Using a structured evidence-mapping approach across 20 sources, including peer-reviewed empirical studies of channel effects and controlled experiments, the paper develops a practical, decision-linked KPI architecture, a hierarchy of attribution logic that aligns method choice with inference strength, and client reporting standards that make assumptions and uncertainty explicit. A worked example demonstrates how the protocol can be applied using secondary evidence and a transparent set of scenario parameters calibrated from prior empirical findings. Results indicate that impact narratives based on single-touch attribution or ungoverned KPI sets can materially overstate consulting impact relative to incrementality-aware estimates, while standardized reporting improves interpretability and reduces stakeholder disagreement. The applied demonstration showed that the proposed TRACE-MAP method extends the logic of the integrated measurement protocol by making consulting impact observable not only at the level of business outcomes, but also at the level of measurement quality, managerial discipline, and execution consistency. In the worked example, this produced a more differentiated impact narrative than a conventional dashboard-based evaluation.

marketing consulting, KPI systems; dashboards, attribution, marketing mix modeling, multi-touch attribution, incrementality, client reporting, measurement governance

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