Marketing Reporting & Dashboard Specialist
A performance view your team can explain and maintain.
I help teams replace scattered marketing numbers with a clear view of performance. Reporting work brings agreed metrics, useful comparisons and plain-language interpretation into a dashboard your team can maintain.
A performance view your team can explain and maintain.
More charts do not automatically create more clarity. I separate the headline measures a team needs regularly from the diagnostic detail useful during an investigation. Each view should help answer a specific question.
The scope depends on your existing tools and connector access. Where a source cannot be connected reliably, I explain the trade-off and suggest a maintainable reporting approach instead of hiding manual steps.
Does any of this sound familiar?
Monthly reports combine numbers with incompatible definitions.
Dashboards contain charts without a decision attached.
Source changes or filters quietly change the meaning of a metric.
Specialist work, with a clear purpose.
Metric & source planning
Define business questions, reporting owners and the data sources needed to answer them.
Dashboard structure
Organize acquisition, enquiries, conversions and campaign measures into readable views for the intended audience.
Data quality & interpretation
Check definitions, filters and date comparisons, then explain limitations that affect the numbers.
How the work comes together.
I define the questions, audience and metric owners before choosing the layout. An executive view needs a different level of detail from a diagnostic campaign report, and both need clear definitions. The source map records where each measure comes from and what transformations or filters affect it.
Validation compares the reporting view with the relevant source under the same date and filter conditions. Documentation covers refresh behavior, connector dependencies and any manual steps. A maintainable dashboard also includes enough context to explain a change without expecting the reader to reverse-engineer the whole data pipeline.
What I need to get started
- The decisions and audiences the report should support
- Access to agreed data sources and connectors
- Existing reports and metric definitions
This service covers marketing reporting design and supported connections. Custom data engineering, paid connector fees and ongoing source maintenance should have explicit ownership.
Questions worth asking.
Can you improve an existing dashboard?
Yes. An existing view can be audited for definitions, layout, filters and unnecessary complexity. Sometimes a smaller set of clearly explained measures is more useful than rebuilding every chart.
Who owns the dashboard after handover?
Ownership and account access should be agreed at the start. The handover documents the sources and maintenance steps so your team is not dependent on an unexplained reporting setup.
Can every marketing platform be combined into one number?
Not meaningfully in every case. Different attribution and counting methods can make totals incompatible. A good dashboard makes those differences visible and uses comparisons that support a sound decision.