Define the reporting contract
List sources, owners, refresh expectations and access requirements. Specify metrics, dimensions and filters using business definitions. Resolve conflicting definitions before designing the visual layout.
Marketing overview dashboard
Connect channel activity, enquiry quality and spend in one reporting view.
Plan the useful views
Prioritise a concise overview and the detail needed to investigate exceptions. Use consistent periods and labels. Clearly identify estimates, unavailable values and data freshness rather than allowing a blank field to look like zero.
Test with real questions
Ask a reviewer to answer the intended business questions using the report. Validate calculations against source records. Document connectors, licences and maintenance ownership so the report remains usable when data or staffing changes.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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