Dashboards & reporting · New Zealand
Dashboards that answer useful questions
Spend less time collecting figures and more time understanding what they mean.
A useful dashboard starts with the decisions it needs to support. I build and improve reporting around the questions your marketing team, management or board actually asks, then make the definitions and limitations clear.
Scope & deliverables
What you receive.
Marketing teams, organisational leaders and agencies who need a consistent view of performance across agreed data sources.
An agreed reporting brief
The audience, decisions, measures and data sources the report needs to support.
KPI definitions
A useful explanation of how important measures are calculated and what they represent.
A focused dashboard
Reporting in an appropriate tool, such as Looker Studio, Google Sheets or Power BI, using the agreed sources.
Checks and limitations
Source checks, comparison rules, date coverage and any gaps that affect interpretation.
A usable handover
Guidance on navigating and interpreting the report, with ownership and ongoing maintenance agreed.
A dashboard shows what its source data can support. If definitions or tracking need repair first, I identify that dependency. Connector subscriptions, new data pipelines and ongoing analysis are agreed separately where required.
Why it matters
One reporting view, with its assumptions visible
The aim is a report that helps people ask better questions, spot material changes and decide where further investigation is needed. Reporting can include website behaviour, campaign activity and CRM outcomes where the underlying records support those connections.
Working together
How the work proceeds.
Start with the audience
We identify who uses the report and which recurring questions it should answer.
Define and build
I review the sources, agree the measures and build a draft around those decisions.
Review and hand over
We work through feedback, check the interpretation and document the report for the people using it.
Anonymised work example
An example from practice.
For two professional regulators, I delivered website reporting in one dashboard with separate views and a definitions page. The work included feedback on interpretation, metric language and the coverage of the underlying data.
Read the example and its scopeUseful questions
Before we start.
Can you improve an existing Looker Studio report?
Yes. We can review the audience, definitions, sources and layout, then agree which parts to retain and which need changing.
Which reporting tool should I use?
That depends on your existing systems, audience, access and maintenance needs. I can work in Looker Studio, Google Sheets or Power BI and recommend a practical fit.
Can you combine marketing and CRM data?
Where access and usable records are available, we can scope a report that connects the relevant information. The definitions, matching method and source limitations need to be explicit.
Can you provide ongoing interpretation?
Ongoing reporting or analysis can be agreed alongside the dashboard. The questions, cadence, deliverables and capacity are defined as part of that arrangement.
Related support.
All measurement servicesStart a conversation
Tell me what needs to be clearer.
Describe the decision, the reporting problem or the journey you need to measure.