From Metrics to Meaningful KPIs: A Beginner's Guide to Automated Dashboards Cassie Allinger W e d g e w o o d W e d d i n g s & E v e n t s Speakerdeck.com/cassieallinger @cassieallinger @cassieallinger 

Let’s talk about data. 

When I was a young marketer, I asked a mentor for advice. I want to learn more about data: but where do I even begin? 

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As a recent MBA grad, his natural response was to give me a book . . . 

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And so is this . . . 

It’s easy to get lost in the matrix . . . metrics 

“Big data isn’t about bits, it’s about talent.” — Douglas Merrill McKinsey & Co, Zest AI, Google 

Right now, you might be thinking . . . OK. So, how can I turn data overwhelm into meaningful insights? 

4 Steps To Easy, Clear, Meaningful Dashboards 

1. Define Your Purpose & Data Needs 2. Visualize Data Clearly & In Context 3. Automate, Automate, Automate! 4. Use Design & Focus For Storytelling 

STEP 1 

1. Who is your audience? 2. Why do you need it? (= business goals) 3. When (or how often) is it needed? Define Your Purpose 

1. Who is your audience? 2. Why do you need it? (= business goals) 3. When (or how often) is it needed? 4. What metrics are most relevant? Define Your Purpose 

We need to develop a dashboard for the marketing manager that reviews monthly Google Ads performance against volume and efficiency. Case Study 

Business Goal #1 Business Goal #2 Metric Metric Metric Metric Metric Map It Out 

Increase qualified leads Maximize cost efficiency Impressions Clicks Leads CPC CPL Example 

Increase qualified leads Maximize cost efficiency Impressions Clicks Leads CPC CPL Example + Categories Reach/Visibility Engagement Conversion Cost Per Eng. Cost Per Conv. 

Increase qualified leads Maximize cost efficiency Budget Prospecting | Retargeting Historical MoM | YoY Goal or Target Product Grouping Example + Context 

STEP 2 

Data Visualization is the visual representation of information and data that is clear and easy to interpret. Visualize With Clarity + Context 

Introducing . . . The 10 Second Rule 

10 Second Rule Month Cost Impressions Clicks CTR Leads CPL Jan 2024 $44,148 200,103 32,000 16.0% 332 $133 Feb 2024 $175,033 420,112 51,616 12.3% 967 $181 Mar 2024 $37,910 350,224 53,998 15.4% 195 $194 Apr 2024 $167,811 400,200 60,200 15.0% 714 $235 May 2024 $124,676 475,261 74,299 15.6% 605 $206 Jun 2024 $186,342 548,301 79,897 14.6% 2,679 $70 Jul 2024 $14,864 621,341 88,595 14.3% 123 $121 Aug 2024 $34,492 694,381 97,294 14.0% 1,263 $27 Sep 2024 $48,600 575,261 71,199 12.4% 226 $215 Oct 2024 $55,959 450,224 60,220 13.4% 326 $172 Nov 2024 $59,869 713,502 87,248 12.2% 420 $143 Dec 2024 $66,852 786,543 91,728 11.7% 362 $185 

10 Second Rule 

10 Second Rule 

Add Context Add Context 

Add Better Context Add Better Context 

Knowing you only have 10 seconds to get your point across, where would you start? 

Increase qualified leads Maximize cost efficiency Impressions by Month Clicks by Month Leads by Source CPC by Region CPL vs. Goal Example + Context & Visuals Line Chart Pie Chart Bar Chart KPI Card 

STEP 3 

Well shoot, that’s a lot of work . . . Automate it! 

Your time is limited. Spend it uncovering insights rather than doing mindless data entry. 

1. CRM Native Dashboards 2. Google Sheets + Extensions 3. Looker Studio 4. Power BI 5. Tableau Tools That Work 

STEP 4 

1. Lean on your brand for cohesive design elements & use color to focus the eye on the most important data 2. Diversify your visualizations 3. Consider reading patterns & organize information accordingly 4. Study UX design (look up Gestalt Theory) Use Design & Focus For Storytelling 

Introducing . . . Reading Patterns 

Z Reading Pattern 1 2 3 4 

F Reading Pattern 1 2 3 4 5 

Dashboard Examples for Marketers 

We need to develop a dashboard for the CX Manager to track online review trends and ratings for all locations. Reviews & Rating by Month # Reviews by Source Total Avg. Rating Reviews by Location & Month 

We need to develop a dashboard for the Operations Team to understand event execution by type. Events by Type # Events by Quarter vs. Prior Year # Events Per Month # Events by Location 

You as a Marketing Analyst need a daily snapshot of channel performance so that you can quickly identify problems. Spend Current & Projected 2 Primary Conversion Metrics Projected Results to Target Segmentation by Channel 

We need to insights into what questions consumers have in the wedding planning journey so that we can create relevant content. Bonus points if we also know how we perform against those queries. Bonus 

“Data are just summaries of thousands of stories – tell a few of those stories to help make the data meaningful.” — Chip & Dan Heath McKinsey & Co, Zest AI, Google 

Use Text To Frame Data Stories Offer Info Boxes For Extra Clarity Add Historical Context MoM or YoY 

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All KPIs are metrics. Not all metrics are KPIs. REMEMBER Cassie Allinger Sr. Director, Growth Marketing Wedgewood Weddings & Events