Dashboard Process

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.

1. Visual Analytics Δ dashboard design Δ

2. Content 4-Step Methodology A Dashboard Primer Options & Use Core Benefits Data Connection Data Visualization Platform Selection Design & Execution Marketing Dashboards Case Use Example Expertise, Experience mpact works

3. Framework, Methodology, Process mpact works

4. Framework A Dashboard Directional Approach A Foundational Approach 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 should be answered: What does the dashboard need to communicate? Who will be using the dashboard (stakeholder groups)? What KPIs and metrics are most relevant and provide value for the business insights required? 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. mpact works

5. Methodology A Dashboard Directional Approach Management By Objective (MBO) Timelines All dashboards begin with an objective timeline. Managing the dashboard build by milestones ensures the initiative maintains a sense of business urgency and relevance. mpact works Each dashboard build will have it’s own managed milestone timeline.

6. Process A 4-Step Dashboard Directional Approach Identify all stakeholder groups. Document goals, objectives and business/departmental/campaign needs per each stakeholder group. Survey each stakeholder group via leading business questions to build a requisite dashboard KPI map. Build a 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, harmonize the data, test, and QA. Develop, test, and QA custom data connectors and set data refresh cycles as needed. Design a flexible dashboard environment inclusive for all stakeholder groups. Design each stakeholder dashboard using a visual storytelling flow. Build and test each stakeholder dashboard aligned to defined KPIs and documented build criteria. Beta soft launch each stakeholder dashboard and solicit user feedback. Modify, refine each stakeholder dashboard as required. Launch (publish) each stakeholder dashboard. Produce a quick reference user guide for each stakeholder group. Discovery Schema Design & Build Publish Step 1 Step 2 Step 3 Step 4 Document dashboard access and user privilege requirements including device usage per stakeholder group. Monitor, analyze, annotate, report and automate key insights for stakeholders. Provide oversight, admin/user training, technical and development support for future iterations and refinements. mpact works

7. A Dashboard Primer mpact works

8. Value Proposition Why build a dashboard? Dashboard Platforms offer many business and managerial benefits. Real-Time, Data Access Visual Formats Central Location Cost Effective Customizable Virtual Access …more 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. Dashboard Primer mpact works

9. Options & Use What is a dashboard? Dashboard Platforms are many and are available from many vendors and in many variations. Tableau DOMO Datorama Klipfolio Cyfe Google Data Studio …more What they all have in common is their ability to aggregate data from multiple and disconnected data sources into a central location to visually represent business trends and performance. Sales ► Marketing ► Campaign ► Departmental ► Executive ► Operations In essence, a data dashboard  is a business intelligence management tool which is fully customizable to visually track, analyze and display  key performance indicators (KPIs) , metrics and other relevant key data points to monitor the health of a business, department or singular campaigns and/or business operations.  Dashboard Primer mpact works

10. Data Connections What data can be used with a dashboard? Dashboard data can come from virtually any data source available. Excel CSV Files SQL, Relational Databases Websites, Portals, Blogs Digital Media, Email, Social Media CRM Systems POS, Ticket Systems …more Dashboard data can come from virtually any data source. Dashboard data connectors can and do vary by platform. Some data connectors are pre-built where others may need to be custom developed. Dashboard design starts with identifying the requisite insights to be collected which can be mapped to available data sources. Once data sources are identified, the data connections to the dashboard can be harmonized and imported into the chosen platform. The real power behind dashboards is the flexibility to blend both operational and analytical data from multiple and disparate data source into actionable business analysis and insight. Dashboard Primer mpact works

11. Dashboard Visualizations How can a dashboard be designed? Tables, PivotTables Line, Bar, Pie, Area Charts Scorecards Bullet, Bubble Charts Geo Maps, Heatmaps Treemaps Sparklines, Gauges …more Dashboards are completely customizable for each stakeholder dashboard environment. Cloud-based – virtual cross-device access. Style design – selectable colors, fonts and themes. Graphic design – choose the charts which best tell the story. Interactivity – filters and drilldowns can be built into each dashboard. Real-time data – refresh data aligned with data source. Sharability – export/schedule PDF reports or shareable links. Dashboard Primer mpact works

12. Platform Selection mpact works

13. Choosing a Platform Which dashboard platform should you use? Reflect on stakeholder needs access and the required number of dashboard types. Consider data sources and data connection needs. Leave room for growth and expansion. Evaluate required management and administration needs. Think through time, resource and cost/budget ramifications. Choose a platform via a thorough needs assessment and then select one that best meets the organizational needs. SCOPE: Are their multiple stakeholder groups who will require their own dashboard environment? How many stakeholder groups? What are the main categories of business insights to be collected (e.g., website, sales revenue, marketing performance, campaign insights, et al)? BUDGET COST: Is cost or budget an issue? Can a premium or low-cost solution be justified? DATA: What does the data landscape look like? How is data collected, i.e., data silos, data warehouse, within app reporting systems, or combination? DATA CONNECTION: Can it be documented where data resides to evaluate a dashboard platform’s data connector capabilities (built-in or require app development)? Does the platform of choice feature out-of-the-box connectors for the data? How many custom data connectors are required? SCALABILITY: Is the platform of choice and its feature set scalable to grow with future needs? Are there associated costs for expansion? MANAGEMENT: At what level are internal dashboard and data skills? Do internal skills need supported or have oversight with outside help? At what level? Who will manage and administer the dashboard? Dashboard Primer mpact works

14. Dashboard Comparison (representation) Klipfolio Business Pricing $29/Month: 300+ Data Connectors, 2 Users, 3 Custom Dashboards, 4 Hours Refresh Rate, Klip Editor, REST API, 100+ Data Manipulation Functions, Data Merging, PowerMetric Data History, Self-Service Data Analysis $49/Month: All Starter Features, 5 Users, 5 Custom Dashboards, 1 Hour Refresh Rate, Scheduled Emails, PDF Reports, Public Published Links $99/Month: All Publish Features, Unlimited Users, 15 Custom Dashboards, Password Protected Published Links, Add Your Logo $199/Month: All Grow Features, 30 Custom Dashboards, 15 Minutes Data Refresh Rate, Single Sign On, Priority Support, Scheduled Data Warm Up $399/Month: All Team Features, 60 Custom Dashboards, 1 Minute Data Refresh Rate, Performance Boost Package, 3 Months Ninja Services Enterprise Pricing: Custom plans starting at $499/Month Cyfe Premium Pricing Free with premium subscription option: $29/month for unlimited dashboards, widgets, historical data, exports, sharing options, customizations, and more. Unlimited Users. Features: Data Exports, User Accounts, Custom Logo, Historical Data, TV Mode, Public URLs, Custom Domain, Limitless Publishing, Widget Alerts, Custom Themes. Comparison GDS KLIP CYFE Features Growth Administration Ease of Use Cost Value Load Times Support Satisfaction Overall Rating 5.5 6.5 6.5 klipfolio /overview google-data-studio/overview cyfe /overview mpact works Conduct a needs assessment and evaluate options based on your own unique needs. Representation

15. Dashboard Comparison (representation) Platform Prominent Features Growth & Feature Set Devices Supported Onboarding Ease of Use Admin Mgmt. Data Connectors Customer Support Freemium + Premium Cost Value Customer Satisfaction Platform Score Tableau Solid platform used broadly as a de-facto platform. 7.5 Domo Robust platform with large feature set with vast connectors. 7.0 Data Studio Economical choice for those invested in Google Analytics. 7.0 Klipfolio Lightweight, but powerful for limited applications. 7.5 Cyfe Lightweight, but powerful for limited applications. 6.5 Datorama Robust platform with large feature set with vast connectors. 7.0 Evaluate, compare, document. Weight of decision criteria will be dependent on organizational needs. Representation

16. Design & Execution mpact works

17. Design & Execution (an analytics framework) How do we get started? Not all dashboards are created equal. Dashboards can be designed for any number of business operations. However, all dashboards start with an analytics framework for specific stakeholder needs. A marketing dashboard typically seeks to provide insights to steer strategic directions based on three core fundamental analytic measurement pillars: Acquisition, Behaviors Outcomes. However, of note, each stakeholder group may have different needs resulting in unique dashboard requirements based on part or all of these core measurement pillars. Regardless of business dashboard type, the keystone to any analytics effort leverages a structured KPI and metrics framework based on guiding strategic questions designed to deliver timely and actionable insights aligned to three core measurement analytic pillars. mpact works Core Measurement Pillars Representation

18. Dashboards are only as good as a measurement plan. Collecting desired insights start with a measurement plan aligned to business goals, objectives and needs. Dashboards are structurally designed to deliver relevant KPIs and metrics per each stakeholder group. The measurement plan, developed as part of a discovery process, guides the visual dashboard layout (story) to quickly and easily disseminate the required business intelligence. Each stakeholder group may require a different measurement plan depending on unique needs of each group. A measurement plan is based on the core measurement pillars which puts an emphasis on data + measurement + segmentation + analysis across all touchpoints as aligned with goals and objectives. mpact works Representation Design & Execution (an analytics framework) Measurement Plan

19. mpact works A well-defined analytics methodology leverages the measurement pillars and measurement plan into a five-step analytical process and which when applied allows for the continuous optimization of marketing performance and the delivery of actionable insights. Methodology Underlying all dashboards is an analytics methodology. The goal for all analytics including dashboard data visualizations is the delivery of actionable business intelligence and insights to strategically drive future business performance gains. A five-step methodology ensures business insights collected and analyzed via dashboard visualizations become actionable. Marketing dashboards aid in this process to quickly represent visual trends contained within the data to aid in strategic decisions, campaign optimization and execution. Design & Execution (an analytics framework)

20. Case Use Example mpact works

21. mpact works What datasets are available? Who are the owners of the datasets? Where will datasets be sourced? What platforms & systems will be used? Where will datasets be hosted? data collection

22. Data Access Hierarchy The objective is to gain access and harmonize a leveraged data ecosystem to develop and share comprehensive analytical views to measure and optimize campaign performance at all levels, while providing qualitative insights to support initiatives aimed at understanding consumer motivations and behaviors. What datasets are available for analysis and collecting insights? mpact works Where does the data and analytics live? Who owns the data and collection of data?

23. Dataset Platform Mapping (representation) Where will the datasets be sourced? What platforms will collect the data? mpact works Datasets typically are across multiple platforms. Process and methodology brings platforms together to analyze marketing performance and user behavior in a holistic view.

24. What are the core datasets by platform? What insights can we collect? mpact works The underlying objective of a dashboard is to be able to port data into a single platform for all stakeholder access so they may review program performance while also being a destination to collaborate on strategic directions. Dataset Platform Mapping (representation)

25. What datasets will be collected and where will performance insights be hosted? mpact works The Analytics Framework takes into consideration each touchpoint in the user journey to track behaviors and attribution through to full enrollment. Dataset Platform Mapping (representation)

26. What campaigns will be tracked and where will performance insights be hosted? mpact works The Analytics Framework collects not only campaign performance, but also aggregate audience characteristics and behaviors to deliver actionable insights for steering future strategic directions. Dataset Platform Mapping (representation)

27. mpact works The mar-tech stack needs be tightly integrated, where each platform complements the user journey and is able to deliver the required insights for business intelligence. Dataset Platform Mapping (representation)

28. Who are the stakeholder groups requiring analytics? What are the stakeholder groups analytics needs? What are the primary KPI views for each stakeholder group? What are the metrics we will use to provide insights? mpact works Needs assessment

29. Case Example Multi-Level Stakeholder Dashboard Designs (representation) Paid Media Stakeholders Paid Media Team Executives & Staff Managing Directors Marketing Partners Alignment with Business and Campaign Goals Paid Media (as one example) is typically a Top of Funnel marketing activity to support the overarching Marketing Campaign Goals for creating awareness, building trust and reinforcing conversion. Visual analytics should be designed based on each defined stakeholder group needs to deliver key insights of relevance to make business decisions and/or to guide strategic program directions via the measurement, analysis, reporting and optimization of a campaign’s performance. Primary Key Performance Indicators (KPIs) for a Paid Media Campaign represented in a dashboard design as an example would be aligned by Campaign Goals and Objectives as well as stakeholder reporting needs and may include metrics such as impressions, clicks, CTR, CPC, website traffic, conversion attribution, CPA, etc. mpact works Simplified Representation Goal Objectives Awareness Create awareness at scale across targeted persona audiences Trust Reinforce brand story and value proposition Conversion Stimulate user click CTA response for conversion goals

30. Client Executives & Managers Who are the primary stakeholder groups? What are their analytic needs? mpact works Representation Group Stakeholders Primary Relevant Needs KPIs & Reporting Core Metrics Requirements Executives Executive Staff Brand health + p rogram conversion milestone benchmarking Conversion counts + socio-demographic activations performance Conversation amplitude, sentiment + overall conversion counts + socio-demo breakouts Marketing Director of Communications & Marketing + Chief of Engagement + marketing channel line managers Brand health + program conversion milestone benchmarking Conversion counts + socio-demographic activations performance Conversation amplitude, sentiment + overall conversion counts + socio-demo breakouts Top-line campaign marketing performance benchmarking x consortium marketing partner High-level campaign KPIs x consortium partner performance Campaign specific marketing KPI metrics High-level channel (touchpoint) marketing performance benchmarking Site + Portal + App UX level KPIs performance Site level + App performance benchmark KPI metrics Site + Portal + App level performance benchmarking Aggregated social media KPIs performance Aggregated social media awareness, engagement, conversion KPI metrics Social Media Channel Manager Social media performance month over month tracking Aggregated KPIs performance Segmented channel + campaign marketing + conversion KPIs performance Aggregated awareness, engagement, conversion KPI metrics Channel specific awareness, engagement, conversion KPI metrics Campaign specific awareness, engagement, conversion KPI metrics Analytics will inform key executives of the program’s overall performance as well as to milestone program gains. It will further provide intelligence for defining future strategic decisions and directions. Case Example Multi-Level Stakeholder Dashboard Designs (representation)

31. Agency Marketing Team Who are the primary stakeholder groups? What are their analytic needs? mpact works Analytics will be provided to marketing team members so that they may use program performance insights in their strategic directions and workflows. Group Stakeholders Primary Relevant Needs KPIs & Reporting Core Metrics Requirements Management Agency / Client management Brand health + program milestone benchmarks Conversion counts + socio-demographic activations performance Conversation amplitude, sentiment + overall conversion counts + socio-demo breakouts Marketing Team Marketing + management teams Aggregated Campaign Marketing + Content + Website performance benchmarking Digital Ad benchmarking Email benchmarking Social media benchmarking Campaign benchmarking High-level campaign KPIs x consortium partner performance Site + Portal + App UX level KPIs performance Owned campaign marketing KPIs performance KPI performance metrics by campaign, channel, and touchpoint Site level + App performance benchmark KPI metrics Web Team Web design + management team Website user benchmarking Enrollment site user + UX behaviors benchmarking Portal site user + UX behaviors benchmarking Site level benchmarks performance Website + Portal traffic metrics Website + Portal UX behavior metrics Creative + Content Team Creative and content production + management team Content engagement and attribution influence benchmarking (web + digital + offline) Content user engagement experience behaviors (site, video, ads, social, promo materials, et al) Content marketing conversion attribution counts Content engagements + conversions x (campaigns, media type, audiences, channels) KPIs metrics Representation Case Example Multi-Level Stakeholder Dashboard Designs (representation)

32. Marketing Partners Who are the primary stakeholder groups? What are their analytic needs? mpact works For each active marketing Partner, process and systems will be put into place to track campaign performance which can be leveraged from the Marketing Analytics framework documented. Group Stakeholders Primary Relevant Needs KPIs & Reporting Core Metrics Requirements Partner A Marketing Team Aggregated [pre- and post-conversion] campaign engagement metrics and user behavior trend data Socio-demo data points for aligning ongoing strategic directions Filterable (pre- and post-conversion) campaign and engagement metrics Partner B Management & Analytics teams Site / App / Mobile engagement & UX behaviors tracking Site level KPI benchmark performance Portal KPI benchmark performance App KPI benchmark performance UX behavior benchmark performance Website traffic KPI metrics Portal engagement KPI metrics App usage KPI metrics Site behavior KPI metrics Partner C Executive & Marketing Management Owned Attributed Campaign marketing conversion impact & website traffic attribution tracking Owned campaign marketing conversion KPIs performance Campaign marketing engagement & conversion metrics Partner D Marketing Management Owned Attributed Campaign marketing conversion impact & website traffic attribution tracking Owned campaign marketing conversion KPIs performance Campaign marketing engagement & conversion metrics Representation Case Example Multi-Level Stakeholder Dashboard Designs (representation)

33. Needs Analysis Depending on stakeholder group, business performance visual needs may be quite different. The goal for any dashboard design is todeliver relevant insights without over complicating the visual design. Delivering too much information actually may detract from the value of a dashboard. As a best practice,keep it simple using a storytelling approach balancing design based on the documented needs of the stakeholder group. mpact works Dashboard Design needs to identify the relevant campaign and/or business initiatives which are relevant which meet stakeholder needs and deliver actionable insights needs. What activity can deliver insights? What insights are relevant based on needs? Case Example Multi-Level Stakeholder Dashboard Designs (representation) Simplified Representation

34. KPI + Metric Mapping mpact works Dashboard Design needs to identify the relevant reporting metrics aligned to each stakeholder group for visualizing actionable insights. What activity can deliver insights? What insights are relevant based on needs? Paid Media Team Managing Directors Marketing Partners Executive Teams CPM Budget Spend Budget Pacing Budget Spend Budget Pacing Impressions Frequency Clicks CTR CPC Impressions Reach Impressions Clicks CTR CPC Conversion Events CVR CPA % Goal Business Impact Conversion Events CPA % Goal Business Impact Traffic Attribution Content Clicks Click Paths Page Likes Engagements Comments Shares Reach Page Likes Engagements Comments Shares Reach Page Likes Engagements Comments Shares Reach Budget Spend Impressions Frequency Clicks CTR CPC Budget Spend Budget Pacing Conversion Events CVR CPA % Goal Business Impact Conversion Events CVR CPA % Goal Business Impact Traffic Attribution Content Clicks Click Paths Content Clicks Budgeting Performance Delivery Performance Conversion Performance Click Performance Social Performance Case Example Multi-Level Stakeholder Dashboard Designs (representation) Simplified Representation

35. Dimension Level Mapping mpact works Dashboard Design needs to identify the relevant reporting dimensions aligned to each stakeholder group for visualizing multi-dimensional actionable insights. What activity can deliver insights? What insights are relevant based on needs? Dimension 1 Dimension 2 Dimension 3 Dimension 4 Dimension 5 Date DSP, Platform Campaign Campaign Period (Flight) Campaign Level d/m/y MediaMath Persona 2 All 1 Co-Branded Regional 2 3 Persona 1 All All Social Media All ► Co-Branded Partner Campaign Channel 4 All All Digital Audio Facebook Display Amazon ► Campaign Type Campaign Targeting ► Creative Asset, Targeting All Banners Newsfeed All Ad Group Persona Race, Ethnicity Age Group Demographic All Creative Theme Ad Position Media Format All Ad Dimension ► Creative Asset, Format ► Creative Asset, Content IO Number Headline, Image Message Persona All Headline ID A/B Testing Test Type Test Stage Creative All Test Group Simplified Representation Case Example Multi-Level Stakeholder Dashboard Designs (representation)

36. Data Harmonization mpact works Dashboard Design needs to harmonize data ingestion across disparate data sources to map to common metrics and dimensions. What activity can deliver insights? What insights are relevant based on needs? Programmatic Social Native Search Native Commerce Data Harmonization and ETL Processes --- Reorganizing Data Into a Single Comprehensive Data View Naming Conventions Ingestion Schema Enrichment Customization Acquisition Testing Validation Naming Conventions Ingestion Schema Enrichment Customization Acquisition Testing Validation Naming Conventions Ingestion Schema Enrichment Customization Acquisition Testing Validation Naming Conventions Ingestion Schema Enrichment Customization Acquisition Testing Validation Naming Conventions Ingestion Schema Enrichment Customization Acquisition Testing Validation Case Example Multi-Level Stakeholder Dashboard Designs (representation) Simplified Representation

37. Traffic Conversions Users Conversion | User Behavior Examples https://datastudio.google.com/gallery Case Example Multi-Level Stakeholder Dashboard Designs (representation)

38. Ecommerce | Revenue Examples https://datastudio.google.com/gallery Case Example Multi-Level Stakeholder Dashboard Designs (representation)

39. Website | Google Analytics Examples https://datastudio.google.com/gallery Case Example Multi-Level Stakeholder Dashboard Designs (representation)

40. https://datastudio.google.com/gallery Paid Media | Advertising Examples Case Example Multi-Level Stakeholder Dashboard Designs (representation)

41. Experience mpact works

42. Experience Daniel McKean Sr. Strategist & Analyst A senior marketing strategist, data analyst and manager with hands-on expertise for designing analytic frameworks, methodologies, processes and technology implementation. [email protected] [phone] linkedin.com/in/danielmckean Sr. Digital Strategist & Data Analyst A 30-year professional as a digital strategist and analyst focused on helping companies align their digital ecosystems to business best practices and ROI. Work Experience 30-year communications professional across all marketing disciplines 10+ years as a digital marketing data analyst Skill Sets Brand and Product Strategies, Business Marketing Integration, Campaign Concepts and Planning, Campaign Management, Campaign Analysis, Analytics, Reporting, Competitive and Market Research, Content Development, Content Marketing, Blogger and Media Relations, Influencer Marketing, Public Relations, Social Media, Digital Media, Direct Mail, Email, SEO / SEM, Client Management, Team Leadership and Development, Budget and Vendor Oversight, Key Stakeholder Communications Dashboard Designer, Administrator, Manager, Analyst Dashboard experience has spanned a wide range of implementations, scopes and responsibilities across a multifaceted and diverse industry background working with large global brands to startups.  Advanced Level Analytic Tool Expertise A wide mix of ad-tech, mar-tech and social analytic platforms including DSPs, DMPs, attribution modeling, business intelligence dashboards, and social media and web analytic tools. mpact works