QUESTION: Marketing analytics: how to build BI dashboards and reporting?

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Building BI dashboards and high-quality reporting in marketing analytics allows you to gather disparate data from advertising accounts, CRM systems, and web analytics services into a single convenient interface. This saves the team from manual spreadsheet compilation and makes it possible to make decisions based on up-to-date figures in real time.

Before proceeding with the technical implementation of the dashboard, you need to detail your ICP, which is your ideal customer, and record their pain point, purchase trigger, and expected result. Understanding these business metrics will help display the most important performance indicators on the main screen rather than cluttering reports with secondary charts.

The process of creating reports in business intelligence systems consists of several consecutive steps. Here are the main stages of dashboard implementation:

1. Data source audit — determining where exactly the necessary indicators are stored, configuring data exports, and merging databases.

2. Structure design — creating a layout for the future report taking into account the needs of various roles in the company, from a marketer to the CEO.

3. Visualization setup — transferring metrics into the BI system, configuring filters by periods, traffic channels, and user geography.

4. Testing and launch — checking the accuracy of calculations, training the team to use the dashboard, and regularly monitoring key indicators.

This approach significantly increases the accuracy of marketing and sales, as the entire team sees a unified picture of advertising channel performance and can timely notice deviations from planned values.

QUESTION: Marketing analytics: how to build BI dashboards and reporting?

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