The playbook
Marketing Dashboards: Checklist
Use this marketing dashboards checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect dashboard measures reconciled to source. Check an actual client or workflow record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Define the business decision first, then choose measures with known sources and periods. Do not sum rates across locations or add duplicated platform conversions. Provide enough record-level traceability to investigate a surprising number.
Before you use the checklist
Name the exact item being checked and its purpose. Gather metric, source, grain, period, decision. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Define the audience decision and metric ownership | A dated observation showing how metric was verified | account lead |
| Connect measures to consistent source records | A dated observation showing how source was verified | delivery owner |
| Show periods filters and material data limitations | A dated observation showing how grain was verified | business owner |
Check the failure path
- Look specifically for this failure: combining incompatible measures into one attractive chart.
- Document definitions and reconcile the underlying data. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check decision.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Define the audience decision and metric ownership,” a meeting about the subject is not the evidence itself. Retain the relevant metric and source, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents present a small set of reliable measures that supports recurring decisions deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow dashboard measures reconciled to source using a consistent definition so later reviews can connect execution quality with useful results.
Keep client identity and responsibilities explicit at every handoff. Reusable processes can save work, but goals, account access, and customer information remain specific to each client. Check the context before reusing a previous setup.
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