Creating Marketing Analytics Dashboards: The Right Way

I wrote a detailed guide for GoPractice on how to create marketing analytics dashboards that actually work.

The core idea: most dashboards fail not because of bad data, but because they’re built wrong. They’re too slow, too cluttered, or try to serve everyone at once.

Key principles I covered:

• Speed is a feature. If your dashboard takes over a minute to load, people will export to spreadsheets and your BI tool becomes decoration.
• Different audiences, different dashboards. A marketer checking campaign performance needs different views than a CEO reviewing monthly results. Don’t cram everything into one place.
• Answer specific questions. Every dashboard should answer a concrete business question for a concrete audience. “How is marketing doing?” is not a question. “Which campaigns are profitable this week?” is.
• Design for action. If someone looks at the dashboard and doesn’t know what to do next, the dashboard failed.

Read the full article on GoPractice.