The playbook
Marketing Dashboards: Review Process
A useful marketing dashboards review ends with a supported decision for each item examined. Define the evidence required before opening the report: metric, source, grain, period, decision. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
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.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Define the audience decision and metric ownership | Is the supporting metric current and traceable? |
| Connect measures to consistent source records | Does source support the decision being made? |
| Show periods filters and material data limitations | Can the next owner verify decision? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to combining incompatible measures into one attractive chart. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, document definitions and reconcile the underlying data. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected client or workflow record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to dashboard measures reconciled to source using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Follow one customer journey across the involved teams and systems. A correct step can still create a poor experience when its output is not usable by the next team. Verify the transitions as carefully as the individual tasks.
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