While the new year is all about looking forward, in marketing we can’t escape the past. Year-end reporting helps us analyze what we did, what worked, and what didn’t. You can either sort through dozens of data sources, export spreadsheets, and try to combine them, or make your life easier and lean into data visualizations.
Not to be dramatic, but to build a dashboard is to change your life. The ability to organize your most important metrics in one, convenient location with easy-to-read and interpret charts is a game-changer. And you don’t need a fancy data-based job title to do it, either.
If you’ve ever thought “I wish I could easily analyze my data with clear visuals to make data-driven decisions,” this guide is for you. Never built a dashboard? We all start somewhere, and for marketers, it begins with what we want to achieve.
How to build a dashboard (in five easy steps)
1. Always start with your KPIs
There are a million ways to take your data visualizations, so knowing what’s important to you is key to keeping it focused. Define your key performance indicators, whether it’s for a campaign, website, or email marketing. Once you know what you want to track, it’s easier to think about what supporting metrics can show the full story.
2. Look for inspiration
Knowing what you want to track is key, but the best way to visualize is equally important. Finding examples online can help you figure out the best setup for your needs. Don’t be afraid to play around with different ideas, but remember beyond what you like, it’s important to find the best charts to display the data.
3. Get your ducks in a row before building
You will undoubtedly add things throughout the dashboard-building process, but being prepared before you start will go a long way. This means setting up the events you’ll need, importing the data sources, finding connectors, etc., so you can hit the ground running.
4. Update as needed
After you build a dashboard, it is going to evolve just like everything else in marketing. The more it’s used, the more you’ll notice ways to improve it to provide the best visualization of your performance. Don’t be afraid to make changes that will improve your reporting process. You also want to check for any data connections break regularly, or if campaign changes necessitate an update.
5. Breeze through year-end reporting
Once you complete the dashboard, everything you need is in one location. Sure, you’ll need the data source for the deeper dives, but that initial look to form your analysis is right there, complete with visualizations to show others about the year’s performance.
Keep Evolving Your Process
And this is just scratching the surface. Because the world of data visualization dashboards is a Marvel-level multiverse of possibilities. This year, don’t limit yourself by what you’ve done in the past, especially if it isn’t working.
We believe in you. You can build a dashboard! But if you want some extra guidance, we have a post for that.
In 2025, don’t just change your methods for the better. Change them for good with dashboards.
