Dashboard Process

VISUAL ANALYTICS
Δ DASHBOARD DESIGN Δ

Content
 4-Step Methodology
 A Dashboard Primer
o Options & Use
o Core Benefits
o Data Connection
o Data Visualization
 Platform Selection
 Design & Execution
o Marketing Dashboards
 Case Use Example
 Expertise, Experience
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Framework, Methodology, Process mpact
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Framework A Dashboard Directional Approach
A Foundational Approach
For a dashboard to truly provide value
and actionable insights, dashboard design
must be approached leveraging meaningful
data and analytics with the
stakeholder in mind.
It begins with understanding end user
business needs and requirements.
Three primary questions should be
answered:
1. What does the dashboard need to
communicate?
2. Who will be using the dashboard
(stakeholder groups)?
3. What KPIs and metrics are most
relevant and provide value for the
business insights required?
A dashboard is essentially a data visualization tool that tracks, analyzes, and
displays KPIs, metrics, and critical data points.
Depending on stakeholder group needs, dashboards can be developed in one of
three fundamental types.
 The Strategic or Managerial dashboard focuses on providing the key performance indicators
(KPIs) in an easily consumable and quick‐to‐understand visual. These at‐a‐glance dashboards rely on consistency
and clarity. End users are looking for immediate answers rather than digging deeper into the data.
 The Tactical or Operational dashboard focuses on showing progress of work that is being
managed. These dashboards are designed to show the current state of a program or business operations
initiative which can visually highlight when there is a problem. These real‐time dashboards typically aren’t used
for digging deeper into data, however, there may be exceptions where drill‐downs are needed.
 The Analytical or Data Analysis dashboard focuses on allowing end users to explore the data in
as many ways as possible. Specific points of data do not necessarily need to be called out and large summaries
are usually not needed. Instead, this dynamic dashboard enables users to explore their data through filters and
comparisons to uncover meaningful insights.
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Methodology A Dashboard Directional Approach
Management By Objective
(MBO) Timelines
All dashboards begin
with an objective timeline. Managing the
dashboard build by milestones ensures the
initiative maintains a sense of business
urgency and relevance.
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Each dashboard build will have it’s own managed milestone timeline.

Process A 4-Step Dashboard Directional Approach
Identify all stakeholder groups.
Document goals, objectives and
business/departmental/campaign
needs per each stakeholder group.
Survey each stakeholder group via
leading business questions to build a
requisite dashboard KPI map.
Build a data hierarchy ecosystem for
each stakeholder group’s dashboard
needs.
Align each stakeholder group KPI map
to available data source and the
required dimensions and metrics.
Map each data source to requisite data
connection needs for each stakeholder
dashboard.
Make the required data connections to
the dashboard platform, harmonize
the data, test, and QA.
Develop, test, and QA custom data
connectors and set data refresh cycles
as needed.
Designaflexibledashboardenvironment
inclusive for all stakeholder groups.
Design each stakeholder dashboard
using a visual storytelling flow.
Build and test each stakeholder
dashboard aligned to defined KPIs and
documented build criteria.
Beta soft launch each stakeholder
dashboard and solicit user feedback.
Modify, refine each stakeholder
dashboard as required.
Launch (publish) each stakeholder
dashboard.
Produce a quick reference user guide
for each stakeholder group.
Discovery Schema Design & Build Publish
Step 1 Step 2 Step 3 Step 4
Document dashboard access and user
privilege requirements including
device usage per stakeholder group.
Monitor, analyze, annotate, report and
automate key insights for stakeholders.
Provide oversight, admin/user training,
technical and development support for
future iterations and refinements.
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A Dashboard Primer mpact
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Value Proposition
Why build a dashboard?
Dashboard Platforms offer many
business and managerial benefits.
Real-Time, Data Access
Visual Formats
Central Location
Cost Effective
Customizable
Virtual Access
…more
Dashboards provide a central stakeholder location to
quickly review and understand business performance.
 Quickly understand and monitor real-time performance.
 Offers data-driven business performance transparency.
 Enables the easy sharing of information across teams.
 Provides the ability to spot performance trends quicker.
 Facilitates faster data-driven business decisions.
 Saves time and valued resources via reporting efficiencies.
Dashboard Primer
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Options & Use
What is a dashboard?
Dashboard Platforms are many
and are available from many vendors
and in many variations.
Tableau
DOMO
Datorama
Klipfolio
Cyfe
Google Data Studio
…more
What they all have in common is their ability to
aggregate data from multiple and disconnected data
sources into a central location to visually represent
business trends and performance.
Sales ► Marketing ► Campaign ► Departmental ► Executive ► Operations
In essence, a data dashboard is a business intelligence management
tool which is fully customizable to visually track, analyze and
display key performance indicators (KPIs), metrics and other relevant
key data points to monitor the health of a business, department or
singular campaigns and/or business operations.
Dashboard Primer
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Data Connections
What data can be used with a
dashboard?
Dashboard data can come from
virtually any data source available.
Excel CSV Files
SQL, Relational Databases
Websites, Portals, Blogs
Digital Media, Email, Social Media
CRM Systems
POS, Ticket Systems
…more
Dashboard data can come from virtually any data source.
 Dashboard data connectors can and do vary by platform.
 Some data connectors are pre-built where others may need to be
custom developed.
 Dashboard design starts with identifying the requisite insights to
be collected which can be mapped to available data sources.
 Once data sources are identified, the data connections to the
dashboard can be harmonized and imported into the chosen
platform.
 The real power behind dashboards is the flexibility to blend both
operational and analytical data from multiple and disparate data
source into actionable business analysis and insight.
Dashboard Primer
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Dashboard Visualizations
How can a dashboard be
designed?
Tables, PivotTables
Line, Bar, Pie, Area Charts
Scorecards
Bullet, Bubble Charts
Geo Maps, Heatmaps
Treemaps
Sparklines, Gauges
…more
Dashboards are completely customizable for each
stakeholder dashboard environment.
 Cloud-based – virtual cross-device access.
 Style design – selectable colors, fonts and themes.
 Graphic design – choose the charts which best tell the story.
 Interactivity – filters and drilldowns can be built into each
dashboard.
 Real-time data – refresh data aligned with data source.
 Sharability – export/schedule PDF reports or shareable links.
Dashboard Primer
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Platform Selection mpact
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Choosing a Platform
Which dashboard platform
should you use?
Reflect on stakeholder needs
access and the required number of
dashboard types.
Consider data sources and data
connection needs.
Leave room for growth and
expansion.
Evaluate required management
and administration needs.
Think through time, resource and
cost/budget ramifications.
Choose a platform via a thorough needs assessment and
then select one that best meets the organizational needs.
SCOPE: Are their multiple stakeholder groups who will require their own dashboard environment? How many
stakeholder groups? What are the main categories of business insights to be collected (e.g., website, sales
revenue, marketing performance, campaign insights, et al)?
BUDGET COST: Is cost or budget an issue? Can a premium or low-cost solution be justified?
DATA: What does the data landscape look like? How is data collected, i.e., data silos, data warehouse, within app
reporting systems, or combination?
DATA CONNECTION: Can it be documented where data resides to evaluate a dashboard platform’s data
connector capabilities (built-in or require app development)? Does the platform of choice feature out-of-the-box
connectors for the data? How many custom data connectors are required?
SCALABILITY: Is the platform of choice and its feature set scalable to grow with future needs? Are there
associated costs for expansion?
MANAGEMENT: At what level are internal dashboard and data skills? Do internal skills need supported or have
oversight with outside help? At what level? Who will manage and administer the dashboard?
Dashboard Primer
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Dashboard Comparison (representation)
Klipfolio Business Pricing
 $29/Month: 300+ Data Connectors, 2 Users, 3 Custom Dashboards, 4 Hours Refresh Rate, Klip Editor,
REST API, 100+ Data Manipulation Functions, Data Merging, PowerMetric Data History, Self-Service
Data Analysis
 $49/Month: All Starter Features, 5 Users, 5 Custom Dashboards, 1 Hour Refresh Rate, Scheduled
Emails, PDF Reports, Public Published Links
 $99/Month: All Publish Features, Unlimited Users, 15 Custom Dashboards, Password Protected
Published Links, Add Your Logo
 $199/Month: All Grow Features, 30 Custom Dashboards, 15 Minutes Data Refresh Rate, Single Sign
On, Priority Support, Scheduled Data Warm Up
 $399/Month: All Team Features, 60 Custom Dashboards, 1 Minute Data Refresh Rate, Performance
Boost Package, 3 Months Ninja Services
 Enterprise Pricing: Custom plans starting at $499/Month
Cyfe Premium Pricing
 Free with premium subscription option: $29/month for unlimited dashboards, widgets, historical data,
exports, sharing options, customizations, and more. Unlimited Users. Features: Data Exports, User
Accounts, Custom Logo, Historical Data, TV Mode, Public URLs, Custom Domain, Limitless Publishing,
Widget Alerts, Custom Themes.
Comparison GDS KLIP CYFE
Features
Growth
Administration
Ease of Use
Cost Value
Load Times
Support
Satisfaction
Overall Rating 5.5 6.5 6.5
klipfolio/overview google-data-studio/overview
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Conduct a needs assessment and evaluate
options based on your own unique needs.
Representation

Dashboard Comparison (representation)
Platform Prominent Features
Growth &
Feature Set
Devices
Supported
Onboarding
Ease of Use
Admin
Mgmt.
Data
Connectors
Customer
Support
Freemium
+ Premium
Cost
Value
Customer
Satisfaction
Platform
Score
Tableau
Solid platform used broadly
as a de-facto platform. 7.5
Domo
Robust platform with large
feature set with vast
connectors.
7.0
Data Studio
Economical choice for those
invested in Google Analytics. 7.0
Klipfolio
Lightweight, but powerful for
limited applications. 7.5
Cyfe
Lightweight, but powerful for
limited applications. 6.5
Datorama
Robust platform with large
feature set with vast
connectors.
7.0
Evaluate, compare, document. Weight of decisioncriteria willbe dependent onorganizational needs.
Representation

Design & Execution mpact
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Design & Execution (an analytics framework)
How do we get started?
Not all dashboards
are created equal.
Dashboards can be designed for any number of
business operations.
However, all dashboards start with an
analytics framework for specific stakeholder
needs.
A marketing dashboard typically seeks to
provide insights to steer strategic directions
based on three core fundamental analytic
measurement pillars:
Acquisition, Behaviors Outcomes.
However, of note, each stakeholder group
may have different needs resulting in unique
dashboard requirements based on part or all of
these core measurement pillars.
Regardless of business dashboard type, the keystone to any analytics effort leverages a structured KPI
and metrics framework based on guiding strategic questions designed to deliver timely and actionable
insights aligned to three core measurement analytic pillars.
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Core Measurement Pillars
Representation

Dashboards are only as good
as a measurement plan.
Collecting desired insights start with a
measurement plan aligned to business
goals, objectives and needs.
Dashboards are structurally designed to
deliver relevant KPIs and metrics per each
stakeholder group.
The measurement plan, developed as part
of a discovery process, guides the visual
dashboard layout (story) to quickly and
easily disseminate the required business
intelligence.
Each stakeholder group may require a
different measurement plan depending on
unique needs of each group.
A measurement plan is based on the core measurement pillars which puts an emphasis on data +
measurement + segmentation + analysis across all touchpoints as aligned with goals and objectives.
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Representation
Measurement Plan

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A well-defined analytics methodology leverages the measurement pillars and measurement plan into a five-step
analytical process and which when applied allows for the continuous optimization of marketing performance and
the delivery of actionable insights.
Methodology
Underlying all dashboards is an
analytics methodology.
The goal for all analytics includingdashboard
data visualizations is the delivery of actionable
business intelligence and insights to
strategically drive future business
performance gains.
A five-step methodology ensures business
insights collected and analyzed via dashboard
visualizations become actionable.
Marketing dashboards aid in this process to
quickly represent visual trends contained within
the data to aid in strategic decisions, campaign
optimization and execution.

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What
datasets are available?
Who
are the owners of the datasets?
Where
will datasets be sourced?
What
platforms & systems will be used?
Where
will datasets be hosted?
DATA
COLLECTION

Data Access Hierarchy
The objective is to gain access and harmonize a
leveraged data ecosystem to develop and share
comprehensive analytical views to measure and
optimize campaign performance at all levels,
while providing qualitative insights to support
initiatives aimed at understanding consumer
motivations and behaviors.
What datasets are available for analysis
and collecting insights?
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Where does the data and analytics live? Who owns
the data and collection of data?

Dataset Platform Mapping (representation)
Where will the datasets be sourced? What platforms will collect the data?
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Datasets typically are across multiple platforms. Process and methodology brings
platforms together to analyze marketing performance and user behavior in a holistic view.

What are the core datasets by platform? What insights can we collect?
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The underlying objective of a dashboard is to be able to port data into a single platform
for all stakeholder access so they may review program performance while also being a
destination to collaborate on strategic directions.

What datasets will be collected and where will performance insights be hosted?
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The Analytics Framework takes into consideration each touchpoint in the user journey
to track behaviors and attribution through to full enrollment.

What campaigns will be tracked and where will performance insights be hosted?
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The Analytics Framework collects not only campaign performance, but also aggregate
audience characteristics and behaviors to deliver actionable insights for steering future
strategic directions.

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The mar-tech stack needs be tightly integrated, where each platform complements the
user journey and is able to deliver the required insights for business intelligence.

Who
are the stakeholder groups requiring
analytics?
What
are the stakeholder groups analytics
needs?
What
are the primary KPI views for each
stakeholder group?
What
are the metrics we will use to provide
insights?
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NEEDS
ASSESSMENT

Case Example Multi-Level Stakeholder Dashboard Designs (representation)
Paid Media Stakeholders
Paid Media Team
Executives & Staff
Managing Directors
Marketing Partners
Paid Media
Team
Executive
Teams
Program
Managing
Directors
Marketing
Partners
Alignment with Business and Campaign Goals
Paid Media (as one example) is typically a Top of Funnel marketing activity to support the
overarching Marketing Campaign Goals for creating awareness, building trust and reinforcing
conversion.
Visual analytics should be designed based on each defined stakeholder group needs to deliver key
insights of relevance to make business decisions and/or to guide strategic program directions via the
measurement, analysis, reporting and optimization of a campaign’s performance.
Primary Key Performance Indicators (KPIs) for a Paid Media Campaign represented in a dashboard design as an example
would be aligned by Campaign Goals and Objectives as well as stakeholder reporting needs and may include metrics such as
impressions, clicks, CTR, CPC, website traffic, conversion attribution, CPA, etc.
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Simplified Representation
Goal Objectives
Awareness Create awareness at scale across targeted persona audiences
Trust Reinforce brand story and value proposition
Conversion Stimulate user click CTA response for conversion goals

Client Executives & Managers
Who are the primary stakeholder groups? What are their analytic needs?
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Representation
Group Stakeholders Primary Relevant Needs KPIs & Reporting Core Metrics Requirements
Executives Executive Staff Brand health + program conversion
milestone benchmarking
Conversion counts + socio-demographic activations
performance
Conversation amplitude, sentiment + overall
conversion counts + socio-demo breakouts
Marketing Director of Communications &
Marketing + Chief of Engagement +
marketing channel line managers
Brand health + program conversion
milestone benchmarking
performance
Top-line campaign marketing
performance benchmarking x consortium
marketing partner
High-level campaign KPIs x consortium partner
performance
Campaign specific marketing KPI metrics
High-level channel (touchpoint) marketing
performance benchmarking
Site + Portal + App UX level KPIs performance Site level + App performance benchmark KPI
metrics
Site + Portal + App level performance
benchmarking
Aggregated social media KPIs performance Aggregated social media awareness,
engagement, conversion KPI metrics
Social Media Channel Manager Social media performance month over
month tracking
Aggregated KPIs performance
Segmented channel + campaign marketing +
conversion KPIs performance
Aggregated awareness, engagement,
conversion KPI metrics
Channel specific awareness, engagement,
Campaign specific awareness, engagement,
Analytics will inform key executives of the program’s overall performance as well as to milestone program gains.
It will further provide intelligence for defining future strategic decisions and directions.

Agency Marketing Team
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Analytics will be provided to marketing team members so that they may use program performance insights in
their strategic directions and workflows.
Management Agency / Client management Brand health + program milestone
benchmarks
performance
Marketing Team Marketing + management teams Aggregated Campaign Marketing +
Content + Website performance
benchmarking
Digital Ad benchmarking
Email benchmarking
Social media benchmarking
Campaign benchmarking
High-level campaign KPIs x consortium partner
performance
Site + Portal + App UX level KPIs performance
Owned campaign marketing KPIs performance
KPI performance metrics by campaign, channel,
and touchpoint
Site level + App performance benchmark KPI
metrics
Web Team Web design + management team Website user benchmarking
Enrollment site user + UX behaviors
benchmarking
Portal site user + UX behaviors
benchmarking
Site level benchmarks performance Website + Portal traffic metrics
Website + Portal UX behavior metrics
Creative + Content Team Creative and content production +
management team
Content engagement and attribution
influence benchmarking
(web + digital + offline)
Content user engagement experience behaviors
(site, video, ads, social, promo materials, et al)
Content marketing conversion attribution counts
Content engagements + conversions x
(campaigns, media type, audiences, channels)
KPIs metrics
Representation

Marketing Partners
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For each active marketing Partner, process and systems will be put into place to track campaign performance
which can be leveraged from the Marketing Analytics framework documented.
Partner A Marketing Team Aggregated [pre- and post-conversion]
campaign engagement metrics and user
behavior trend data
Socio-demo data points for aligning ongoing
strategic directions
Filterable (pre- and post-conversion) campaign
and engagement metrics
Partner B Management & Analytics teams Site / App / Mobile engagement & UX
behaviors tracking
Site level KPI benchmark performance
Portal KPI benchmark performance
App KPI benchmark performance
UX behavior benchmark performance
Website traffic KPI metrics
Portal engagement KPI metrics
App usage KPI metrics
Site behavior KPI metrics
Partner C Executive & Marketing Management Owned Attributed Campaign marketing
conversion impact & website traffic
attribution tracking
Owned campaign marketing conversion KPIs
performance
Campaign marketing engagement & conversion
metrics
Partner D Marketing Management Owned Attributed Campaign marketing
conversion impact & website traffic
attribution tracking
Owned campaign marketing conversion KPIs
performance
Campaign marketing engagement & conversion
metrics
Representation

Needs Analysis
 Depending on stakeholder group,
business performance visual needs
may be quite different.
 The goal for any dashboard design is
todeliver relevant insights without over
complicating the visual design.
 Delivering too much information
actually may detract from the value of
a dashboard.
 As a best practice,keep it simple using
a storytelling approach balancing
design based on the documented
needs of the stakeholder group.
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Dashboard Design needs to identify the relevant campaign and/or business initiatives which
are relevant which meet stakeholder needs and deliver actionable insights needs.
What activity can deliver insights? What insights are relevant based on needs?

KPI + Metric Mapping
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Dashboard Design needs to identify the relevant reporting metrics aligned to each
stakeholder group for visualizing actionable insights.
Paid Media Team
Managing Directors
Marketing Partners
Executive Teams
CPM
Budget Spend
Budget Pacing
Budget Spend
Budget Pacing
Impressions
Frequency
Clicks
CTR
CPC
Impressions
Reach
Impressions
Clicks
CTR
CPC
Conversion Events
CVR
CPA
% Goal
Business Impact
Conversion Events
CPA
% Goal
Business Impact
Traffic Attribution
Content Clicks
Click Paths
Page Likes
Engagements
Comments
Shares
Reach
Page Likes
Engagements
Comments
Shares
Reach
Page Likes
Engagements
Comments
Shares
Reach
Budget Spend
Impressions
Frequency
Clicks
CTR
CPC
Budget Spend
Budget Pacing
Conversion Events
CVR
CPA
% Goal
Business Impact
Conversion Events
CVR
CPA
% Goal
Business Impact
Traffic Attribution
Content Clicks
Click Paths
Content Clicks
Budgeting Performance Delivery Performance Conversion Performance Click Performance Social Performance

Dimension Level Mapping
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Dashboard Design needs to identify the relevant reporting dimensions aligned to each
stakeholder group for visualizing multi-dimensional actionable insights.
Dimension 1 Dimension 2 Dimension 3 Dimension 4 Dimension 5
Date
DSP, Platform
Campaign
Campaign Period (Flight)
Campaign Level
d/m/y
MediaMath
Persona 2
All
1
Co-Branded
Regional
2 3
Persona 1
All
All Social Media
All
►Co-Branded Partner
Campaign Channel
4
All
All Digital Audio Facebook Display Amazon
►Campaign Type
Campaign Targeting
►Creative Asset, Targeting
All Banners Newsfeed
All Ad Group
Persona Race, Ethnicity Age Group
Demographic
All Creative Theme
Ad Position Media Format
All Ad Dimension
►Creative Asset, Format
►Creative Asset, Content
IO Number
Headline, Image Message Persona
All Headline ID
A/B Testing Test Type Test Stage Creative
All Test Group

Data Harmonization
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Dashboard Design needs to harmonize data ingestion across disparate data sources to
map to common metrics and dimensions.
Programmatic Social Native Search Native Commerce
Data Harmonization
and ETL Processes
---
Reorganizing Data
Into a Single
Comprehensive
Data View
Naming Conventions
Ingestion
Schema Enrichment
Customization
Acquisition
Testing Validation
Naming Conventions
Ingestion
Schema Enrichment
Customization
Acquisition
Testing Validation
Naming Conventions
Ingestion
Schema Enrichment
Customization
Acquisition
Testing Validation
Naming Conventions
Ingestion
Schema Enrichment
Customization
Acquisition
Testing Validation
Naming Conventions
Ingestion
Schema Enrichment
Customization
Acquisition
Testing Validation

Traffic
Conversions Users
Conversion | User Behavior Examples
https://datastudio.google.com/gallery

Ecommerce | Revenue Examples

Website | Google Analytics Examples

https://datastudio.google.com/gallery Paid Media | Advertising Examples

Experience
Daniel McKean
Sr. Strategist & Analyst
A senior marketing strategist, data
analyst and manager with hands-on
expertise for designing analytic
frameworks, methodologies,
processes and technology
implementation.
danielmckean@gmail.com
(949) 338-4762
linkedin.com/in/danielmckean
Sr. Digital Strategist & Data Analyst
A 30-year professional as a digital strategist and analyst focused on helping companies
align their digital ecosystems to business best practices and ROI.
Work Experience
 30-year communications professional across all marketing disciplines
 10+ years as a digital marketing data analyst
Skill Sets
Brand and Product Strategies, Business Marketing Integration, Campaign Concepts and Planning, Campaign
Management, Campaign Analysis, Analytics, Reporting, Competitive and Market Research, Content Development,
Content Marketing, Blogger and Media Relations, Influencer Marketing, Public Relations, Social Media, Digital
Media, Direct Mail, Email, SEO / SEM, Client Management, Team Leadership and Development, Budget and Vendor
Oversight, Key Stakeholder Communications
DashboardDesigner,Administrator,Manager,Analyst
Dashboard experience has spanned a wide range of implementations, scopes and responsibilities across a
multifaceted and diverse industry background working with large global brands to startups.
Advanced Level Analytic Tool Expertise
A wide mix of ad-tech, mar-tech and social analytic platforms including DSPs, DMPs, attribution modeling, business
intelligence dashboards, and social media and web analytic tools.
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