Redesigning a healtchare dashboard for optimisation of advertising investment

The Problem.

The organization was facing growing inefficiencies in how it monitored and interpreted critical business data. Their existing dashboard had become fragmented, and unreliable, limiting the team’s ability to make informed decisions. Specifically, they struggled with three key issues:

1. Lack of Centralized Reporting: Marketing and operations teams had no unified view of performance metrics. Google Analytics data which was critical for understanding website behavior and campaign performance, was siloed from sales data stored in Pipedrive CRM. This disconnect made it difficult to track the full customer journey from initial engagement to closed sale.

2. Data Pipeline Errors in Funnel: Their existing data integration tool, Funnel, was experiencing persistent pipeline errors, leading to missing or delayed data. These issues disrupted the consistency of reporting and introduced uncertainty around data accuracy, especially in campaign attribution and lead performance analysis.

3. Limited Dashboard Usability: The current dashboard design lacked interactivity and clarity. Users found it hard to extract insights quickly, and performance metrics were often outdated or presented without actionable context. This created friction across departments and slowed down decision-making.

The Solution.

• Data Engineering: To remedy the issue of data availability coming out of data sources not integrated into the current dashboard, additional data was made available to the visualization platform via an apps script add-on, bringing in a resuable data source with access to metadata. This data source included custom metrics calculated in the pipeline for funnel-specific conversion rates, as well as definitions for marketing qualified leads and conversion rate distribution drop-offs.

• Data Visualisation: In close collaboration with the client, the dashboard was completely reimagined and rebuilt from the ground up to better align with the organization's strategic goals and data consumption habits. The new dashboard features a clean, intuitive layout that prioritizes clarity and ease of navigation. SLT-defined KPIs—such as lead-to-sale conversion rates, customer acquisition costs (CAC), and sales pipeline velocity—were placed front and center, ensuring that the data most critical to executive oversight was readily accessible. Beyond simply reporting on historical performance, the revamped dashboard introduced forward-looking insights to support proactive planning. New visualizations were implemented to extrapolate next-month estimates for key metrics, including projected deal volume and estimated CACs. These forecasts were powered by trend analysis and historical data modeling, giving the team a clearer view of what to expect and allowing them to make adjustments to marketing and sales strategies in real time.