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Case study: building the core growth dashboard

Departments pulled metrics from different systems, so leadership never saw one truth. I built a centralized, self-serve dashboard that ended reporting drift: 0% discrepancy between marketing and revenue.

June 10, 2025·1 min read

Case study: building the core growth dashboard
TL;DR
  • Problem: product, investor relations, growth, and engineering all pulled metrics from different systems, causing lag and mismatched numbers.
  • Built one centralized dashboard on data-lake inputs and SQL transformations, flexible enough for each team to self-serve.
  • Defined company-wide KPIs: time-to-convert, an 18-stage micro-funnel, retention, a CSAT and NPS overlay, and 84 other views.
  • Result: 0% discrepancy between marketing and revenue reporting, near-zero manual reporting, and leadership's primary weekly tool.

The problem

Before 2024, performance data was scattered. Product, investor relations, growth, and engineering each pulled metrics from different systems. That created lag in investor reporting, mismatched numbers in leadership meetings, and limited visibility into the customer journey.

What I built

  1. The data architecture. Mapped inputs across contacts, events, and product actions, and defined standardized fields for consistent ingestion and reporting: lead source, churn state, occupation, lease objectives, investment count.
  2. An interactive visualization layer. Custom dashboards with dynamic filters for timeframes, cohorts, and investment categories, all tied to real SQL queries. Users could slice by investor type, AUM bucket, occupation, or campaign origin.
  3. New KPI frameworks. Company-wide metrics including time-to-convert, micro-funnel conversion across 18 stages, retention from first to third purchase, an investor-satisfaction overlay of CSAT plus NPS, engagement decay and recovery, and 84 other views.
  4. Automated delivery. A daily sync from the data warehouse replaced static reports with live dashboards for leadership and cross-functional teams.

Results

Takeaway

When every team can see the same truth, conversions improve, friction disappears, priorities get clear, and data becomes the connective tissue of customer experience.

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Good questions

Why does a single shared dashboard matter?

When every team sees the same numbers, leadership decisions get faster, reporting drift disappears, and data becomes the connective tissue of the customer experience.

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