Dashboards are essential tools for tracking and analyzing key performance indicators (KPIs), providing stakeholders with real-time insights into business performance for better decision-making. They can be categorized into strategic, tactical, and analytical types based on user needs, and must be designed with specific business goals and relevant data in mind. Implementing effective dashboards involves a structured approach, including stakeholder mapping, goal-setting, data connection, testing, and ongoing optimization to deliver actionable insights across various marketing channels.

1. Dashboard
Guiding Frameworks
Stakeholders, Data, Analytics, Measurement, Insights

2. Why build a dashboard?
Dashboard Platforms offer many
business and managerial benefits.
Real-Time | Data Access
Visual Formats
Central Location
Cost Effective
Customizable
Virtual Acces
Dashboards provide a central stakeholder location to
quickly review and understand business performance.
 Quickly understand and monitor real‐time performance.
 Offers data‐driven business performance transparency.
 Enables the easy sharing of information across teams.
 Provides the ability to spot performance trends quicker.
 Facilitates faster data‐driven business decisions.
 Saves time and valued resources via reporting efficiencies.
Why build a dashboard?
Dashboards offer many business
and managerial benefits.
Real‐Time | Data Access
Visual Formats
Central Location
Cost Effective
Customizable
Virtual Access
…and much more
Value Proposition | Dashboard Benefit Review

3. A dashboard is essentially a data visualization tool that tracks, analyzes, and displays
KPIs, metrics, and critical data points. Depending on stakeholder group needs,
dashboards can be developed in one of three fundamental types.
 The Strategic or Managerial dashboard focuses on providing the key performance indicators
(KPIs) in an easily consumable and quick‐to‐understand visual. These at‐a‐glance dashboards
rely on consistency and clarity. End users are looking for immediate answers rather than
digging deeper into the data.
 The Tactical or Operational dashboard focuses on showing progress of work that is being
managed. These dashboards are designed to show the current state of a program or business
operations initiative which can visually highlight when there is a problem. These real‐time
dashboards typically aren’t used for digging deeper into data, however, there may be
exceptions where drill‐downs are needed.
 The Analytical or Data Analysis dashboard focuses on allowing end users to explore the data in
as many ways as possible. Specific points of data do not necessarily need to be called out and
large summaries are usually not needed. Instead, this dynamic dashboard enables users to
explore their data through filters and comparisons to uncover meaningful insights.
Designing Dashboards for Stakeholders.
For a dashboard to truly provide value
and actionable insights, dashboard
design must be approached leveraging
meaningful data and analytics with the
stakeholder in mind.
It begins with understanding end user
business needs and requirements.
Three primary questions need to be
answered:
 What does the dashboard need to
communicate?
 Who will be using the dashboard?
 What KPIs and metrics are most
relevant and provide value for the
business insights required?
Guiding Framework | Foundational Approach

4. Dashboard Directional Approach
Identify and prioritize all relevant
stakeholders and stakeholder groups.
Document business/brand/campaign
goals, objectives per each stakeholder
group.
Survey each stakeholder group via
leading business questions to ascertain
needs and requirements.
Align and expand the data hierarchy
ecosystem for each stakeholder
group’s dashboard needs.
Align each stakeholder group KPI map
to available data source and the
required dimensions and metrics.
Map each data source to requisite data
connection needs for each stakeholder
dashboard.
Make the required data connections to
the dashboard platform, test, and QA.
Develop, test, and QA custom data
connectors and set data refresh cycles
as needed.
Refine and expand on Beta dashboards
into usable environments for each
stakeholder group by priority status.
Build each stakeholder dashboard
environment using a natural visual
storytelling flow.
Build and test each stakeholder
dashboard aligned to defined KPIs and
documented build criteria.
Soft launch each stakeholder
dashboard per scheduled timelines as
a full beta and solicit user feedback.
Modify, refine each dashboard
environment per beta launch input as
required.
Officially launch (publish) each
stakeholder dashboard per scheduled
timelines.
Produce a series of quick reference
user guides.
Expanded Discovery Data Mapping Design & Build Publish
Step 1 Step 2 Step 3 Step 4
Setup and schedule automated delta
performance alerts.
Goal: Expand methodology and process for aligning workflows for faster build cycles, rollouts and user adoptions.
Implement a user feedback mechanism
for sustained management and
evolution based on stakeholder values.
Develop requisite dashboard KPI maps
aligned with needs and requirements
for each stakeholder group.

5. Management by Milestone Objective Timelines
01
STEP
02
STEP
03
STEP
04
STEP
Stakeholder Group
Dashboard
BUILD CYCLE
Top-line view of marketing
attribution performance on
business-leading KPIs.
DATA INCLUSION
Linking of required | desired
business and marketing datasets
as available.
Continued
Data Ingestion
Include All
Data Owner(s)
DATA FEEDS
Set up data frameworks,
methodologies and process for
campaign data ingestion.
Refine Builds
ENHANCE VALUE
Evolve US dashboards with
expanded data for maximum user
value via views inclusion and
navigational flows.
Timeline Period 1 Timeline Period 2 Timeline Period 3 Timeline Period 4
Goal: Reinforce process to identify and manage build cycles to major milestonesusing agile managementand development frameworks.

6. Dashboard Reporting
Marketing Performance Visualization, Optimization Analysis
Sales Lift Modeling
Predictive Analysis, Forecasting
Brand Unit CRMs
Consumer Redemptions, Sales + Revenue Attributions
eCommerce Partners
Sales, Revenue Attribution
Google Analytics
Visitor Behaviors, Content Engagements
Brand Websites & Portals
Visitor Site Traffic Attribution
Website Coding
Landing Page & Conversion Pixel/Tag Placements
Owned Channels & Touchpoints
Campaigns, Content, CTAs, Online‐Offline Tracking
Paid Media + Search
Programmatic + Varied + SEM + Partner Platforms
Audience Profiling
(Geo‐Socio‐Demo Audience Targeting)
Campaigns & Acquisition
(Web, Display, Search, Social, Apps, Email, Offline)
Website Traffic
Traffic Generation & Behaviors
(Click‐Thru, Funnel Paths, Leads, Conversions)
Performance Measurement
(Marketing KPIs and Optimization Metrics)
Omnichannel Optimization
(Campaigns, Channels, Platforms, Attribution Analyses)
Building A Data & Analytics Hierarchy
Goal: Leverage the breadth of available campaign data and analytics within the dashboard data ecosystem design.
Leveraging the full breadth of a data ecosystem will enable the dashboard environment to present analytical views for measuring and optimizing
omnichannel marketing and business performance across all consumer touchpoints.
Desired
Branded
Filterable
Datasets
Owned
Paid Media
Performance
Partner
Paid Media
Performance
Website
Traffic &
Behaviors
Email
Performance
Social Media
Performance
Customer
Portals UX
Behaviors
Mobile App
Downloads
& UX
Behaviors
Opt‐In
& Survey
Behaviors
Trials,
Rebates &
Coupons
Redemption
Partner
eCommerce
Datasets
Earned
Media Press
& Blogger
Influence
Trackable
Offline
Initiatives
Performance
Branded Sales
Attribution
Performance

7. Developing A Measurement Plan
Goal: Expand process to include guiding measurement plans to identify relevantKPIs and actionable performance metrics by attribution.
Regardless of dashboard environment, the keystone to any design effort is to leverage a structured attribution KPI and metrics framework based on guiding strategic questions relevant
to the stakeholder or stakeholder group to deliver timely and actionable business insights measured against three core analytic pillars and as aligned to the marketing funnel.
KPI Measurement Plan
AWARENESS – CONSIDERATION – ACQUISITION
KPIs & Tactics
AWARENESS
Owned, Earned & Paid Influence
CONSIDERATION
Marketing Engagements
ACQUISITION
Marketing Conversions
REVENUE
Modeling
Awareness | Audience Profiling Consideration | Campaigns & Content Acquisition | Website Traffic Orders | Revenues
Metrics
Owned (Earned)
Reach & Frequency
Imp. | Clicks
CPM, CPC
Paid
Reach & Frequency
Imp. | Clicks
CPM, CPC
Total
Reach & Frequency
Imp. | Clicks
CPM, CPC
Call to Action
Performance
Engagements
CTR, Open Rate,
ER, CPE
Community
Growth
Platform
Subscribers,
Followers, ER
Website
Traffic
Site Visits
CPV, ER,
Bounce Rate
Micro
Conversions
Triggered
Engagements
CVR, CPA
Sales Lead
Pre‐Qualification
Purchase Intent
Clicks
CPL
Marketing
Attribution
Orders, Revenues
Sales Lift, AOV ,
CLV, ROAS
Target Goals
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark +
MoM Growth
TBD
Benchmark + MoM
Growth
TBD
Data Platform
Analytics
‐ DSP (Advertising) Analytics ‐ DMP (Audience Profiling) Analytics ‐ SEM Analytics ‐ Social Media Analytics ‐ Website & Portal Analytics ‐ Email Analytics ‐
‐ Attribution Modeling Analytics ‐ [Offline Touchpoint] Analytics ‐
Segments
‐ Performance &
Attribution
Omni‐Channels Online + Offline Marketing Consumer Touchpoints
Demographic Profile Segmentation
DMA | Geo Market Segmentation
Desktop Mobile Cross‐Device

8. Extracting Campaign Marketing Insights
Goal: Expand process to use guiding measurement plans to align measurement to the marketing funnel analytic pillars.
Measurement plans will allow us to build dashboard environments aligned to a marketing funnel to ascertain leading business intelligence at each stage of the customer journey with
the goal to expand measurement and dashboard visual builds across an omnichannel consumer touchpoint journey.
Awareness
Discovery
Acquisition
Outcomes
Consideration
Behaviors
STEP 1: Awareness
What campaigns are creating
business and/or Brand awareness,
and are attracting interest?
STEP 2: Consideration
What happens before and
after people show business
and/or product interest?
STEP 3: Acquisition
What was the impact of
campaign performance on
defined conversions?
AWARENESS
CONSIDERATION
ACQUISITION

9. Awareness
Website Traffic – How we are creating traffic for each
branded website?
How is Owned, Earned and Paid media contributing to
brand awareness?
Are we mapping to milestone target goals for
awareness and website traffic?
Are we continuously optimizing marketing campaign
performance and the consumer touchpoint journey?
Are we aligned to strategic priorities, seasonality
trends and budget spend?
Consideration
Consumer Engagements – What does the conversion
user journey look like? What does it look like with and
without e‐commerce?
What campaigns are resonating with people? What
content? What CTAs?
What ties into an optimal experience for the potential
customer? Is there a measurable funnel click path
once arriving on a Branded website?
Which channels are performing best for consumer
engagements?
Is Brand awareness growing? Is the amplitude of the
Brand conversation increasing? Are our owned digital
channels growing an audience?
Are we activating target audiences? Are engagements
growing?
Acquisition
Lead Conversions – What outcomes signify value for
delivering the desired end result based on channel and
spend?
What outcomes are expected when people arrive at the
website? Are micro conversions clearly identified?
What pages should they see? What videos should they
watch?
What does final conversion look like in the absence of
owned e‐commerce capabilities?
Are consumers pre‐qualifying themselves? Are we
growing opt‐in lists and portal accounts?
Are potential leads downloading and using rebate offers
and coupons? Are we tracking downloads and use?
Are we able to statistically model predicted attributable
revenue outcomes?
Aligning Marketing Insights to Business Intelligence
Goal: Align KPI frameworks with business leading questions to guide dashboard builds for delivering maximum business impact insights.

10. Become Agile With Actionable Intelligence
Goal: Ultimately, expand dashboard builds to assist Stakeholders for receiving timely actionable business intelligence to
strategically drive future marketing performance and ultimately business outcomes via recurring Campaign Analytics Reporting.
Dashboards should support a process for qualitative analytics and reporting to deliver actionable insights for campaign optimization and enhanced marketing performance.

11. Owned Media
Channels, Campaigns & Content
 Organic reach, frequency, impressions
 Geo‐socio‐demo persona target goals
 Campaign and owned channel engagements,
engagement rates, performance metrics
 Community growth (opt‐ins, accounts, social media)
 Attributed website traffic (visits, views, duration,
bounce rate, CTAs)
 Defined conversion counts
 Conversion attribution: channels, platforms,
markets, geo‐socio‐demos, device
 MoM target milestone growth
Shared & Earned Media
Content Sharing & Publicity
 Earned Reach, frequency, impressions
 Geo‐socio‐demo persona target goals
 Organic content shares, engagements, reach, clicks,
performance metrics
 Attributed website traffic (visits, views, duration,
bounce rate, CTAs)
 Defined conversion counts
 Conversion Attribution: channels, platforms,
markets, geo‐socio‐demos, device
 MoM target milestone growth
Paid Media
Advertising Campaigns
 Paid reach, frequency, impressions
 Geo‐socio‐demo persona target goals
 Campaign performance KPIs (CTR, CPC, CPM, CPV,
CVR, CPL, AOV, ROAS)
 Attributed website traffic (visits, views, duration,
bounce rate, CTAs)
 Defined conversion Counts
 Conversion Attribution: channels, platforms,
markets, geo‐socio‐demos, device
 MoM target milestone growth
Continually Optimize for Maximum Business Returns & ROI
Goal: Leverage a data methodology into dashboard designs for delivering actionable attribution business intelligence required for
campaign analysis, optimization and reporting via an ecosystem of data + segmentation + measurement + cross tabulation.
Traffic Source
Patterns
Campaign Impact
& Performance
CTA | Content
Resonance
Device & Screen
Preference
Marketing
Channel &
Platform Influence
Community
Inspiration &
Growth
Geo‐Socio‐Demo
Activation
Audience Persona
Targeting
Influence
Acquisition &
Conversion Costs
Sales Lift
Influence | Impact
MoM
Performance
Milestone
Performance
Targets
Cross Tabulation