Solegi Dashboard

This video shows a desktop dashboard for marketers created in Solegi from

The marketing dashboard examples deals with a multiple channel scenario that crosses both online and offline efforts. Take a look. Good background on marketing dashboard approach (case study is of a health insurance company marketing across multiple channels interested in tracking conversion funnel metrics).

Google Analytics Marketing Dashboard

Enterprise Dashboard Example from the Desk of The Dashboard Spy ( – Long time readers know that I always approach business dashboard design with a fierce user-centric focus. My background as a user experience director and information architect just doesn’t allow me to do otherwise. (In fact, I’m the originator of a user-centric approach called Users FIRST that I’ll describe in a future post)

Designing a successful user experience (a business intelligence dashboard, in this case) requires an understanding of the true wants and needs of the end user. Note that I use the word “true” when describing a user’s requirements. In my experience, the “true” desires of a user are often not explicitly stated by the user and have to be drawn out. Successfully doing so requires a patient and sincere bonding experience with the user.

In today’s enterprise dashboard example, I highlight a dashboard that is successful exactly because the designers understand the user’s “true” hot buttons. It’s a marketing metrics dashboard from, the makers of “desktop dashboards” – widget / gadget like dashboards that reside on the desktop level (they appear automatically when you turn on your pc and can expand and collapse to the sides of your screen).

Specifically, the dashboard that I have in mind is the Klipfolio Google Analytics Dashboard. It’s for web marketers and analysts looking to track the performance of their website in terms of marketing metrics. Typical KPIs include top keywords, visitor statistics, goal conversion rates, etc.

Let’s take a look at the Google Analytics Dashboard first and then I’ll tell you why I think this dashboard is so successful (hint: It gives the user something they really want).

Google Analytics Dashboard from Klipfolio

Here’s why I think that this dashboard really hits the user’s needs square on. Of course, it offers the user those metrics that they really want. In fact, the Klipfolio Dashboard for Google Analytics lets the user choose from what they call “Klips” to put on their dashboard via a control panel. Users can tailor the selection they want from many web site stats and calculations. But the real “secret sauce” of this dashboard is that the designers understood the psychology of the marketing user and their incredible need (sometimes outrageously extreme) to keep refreshing their screens to see the latest Google stats. How many people have hit “refresh” over and over again to see how many new conversions or visitors they get?

By incorporating the “desktop dashboard” approach to information delivery where the data display becomes part of your desktop and automatically refreshing the Google data, this dashboard neatly meets a major need for the user – automatic updates of web stats that are constantly in view yet don’t obscure their desktop nor interfere with their work flow.

I just love the idea. It’s perfect for web analytics and I think can be applied to many other areas of the enterprise.

The Klipfolio Dashboard for Google Analytics just got released in a new version. Here are some details from Klipfolio:

Better visibility into web analytics data benefits marketing professionals, new media agencies, and web masters alike. Klipfolio Dashboard for Google Analytics helps those professionals and organizations improve web-based marketing ROI by removing barriers to using Google Analytics more effectively and often.

Unlike web-based or other applications that must be opened and can hide behind other windows, Klipfolio Dashboard for Google Analytics is a desktop sidebar that keeps key web metrics always visible for “top of mind” awareness and at-a-glance understanding. It enables side-by-side comparison of KPI reports, with current and previous date ranges to provide context and trending information.

With Klipfolio Dashboard for Google Analytics, web-site analysts can read accounts with multiple websites and sub-domains in one place. Its unique ability to duplicate Klips – the small graphical displays that make up Klipfolio dashboards – enables side-by-side goal tracking of multiple websites.

Klipfolio has also updated its Google Adwords Klip to provide more information and Goal Conversion Rate data for Traffic Sources, Adwords, Keywords, and Goals. Its sorting capabilities mean users can quickly see what is performing best, filter out nonperformers, and key in on what matters most. They can drill down on traffic sources for a summary, and then drill into their top referring sites for details.

Klipfolio Dashboard for Google Analytics lets users choose among a variety of Klips, so they can display the web analytics and trends over time that matter to them. Available Klips include top keywords, Web visitor statistics (including page views and bounce rates), traffic sources, goal performance, and Google Adwords campaign performance metrics.

Download the sample and try it out. Let me know if you find the desktop dashboard approach useful and compelling. It’s certainly neat!


Hubert Lee
The Dashboard Spy

Celtics Stadium Ticket Sales Dashboard – optimizing group sales through enterprise dashboards

Dashboard Spy Dashboard Example: Sales Dashboard

The ticket sales staff for the Boston Celtics has grown to over 20 something people from just 4 three years ago.  This with the team’s performance staying mediocre during this time. What gives? Take a look at the executive dashboard screenshot below. Sorry about the fuzziness, but it’s the best I can do. The original is shown in the front office of the Boston Celtics organization on a 40 inch plasma TV.  While I do my best at being a good Dashboard Spy, I couldn’t quite grab a screenshot from the computer monitors of the Celtics IT department. (I did once have free rein of the computers at Target Center in the Timberwolves office once, but there was a WWF event and I got chased off by a really huge guy with a shiny belt!)

Anyway, we have a really interesting dashboard today, as unclear as the screenshot is. The marketing department commissioned a ticket sales dashboard that shows in real time the seats sold for each game. They had wanted to do extensive analysis of ticket sales data, but their ticketing vendor, Ticketmaster, did not have a way to give the Celtics a real time view of which seats were filled.  Data was available only through excel spreadsheets with the usual delays. This hampered the sales effort. The marketing department wanted a way to enable the sales team to see in real time the ticket availability so that they could call back group ticket sales inquiries.  The ticketing sales dashboard was a big success. In the 2005 season, with performance of the team rather uneven, ticket sales were up 10%. The sales group was able to instantly service group ticket requests and proactively marketing games with low ticket sales. The underlying package for this enterprise dashboard is StratBridge.

Ticket Sales Dashboard

Homework: If you loves sports and IT, your idea of heaven is working on a system for the NBA. Send them your resume. I’m being told that this Boston Celtics tickets application was a trial and because it was so successful, it is being rolled out to the other teams. I’ll try to find out more. Better brush up on sports finance KPIs with these book on sports finance.

For an interesting way to display a sales dashboard, see Klipfolio’s Sales Dashboard. It appears on your PC Desktop!

So who is the Dashboard Spy? No one really knows, but his growing collection of enterprise dashboard screenshots has captured the imagination of the executive dashboarding community. From excel dashboards and custom-built business scorecards, to xcelsius and flex-based visualizations, the dashboard screenshots at serve both as nuggets of inspiration and warnings of what not to do on an enterprise dashboard. These hits and misses will enlighten and entertain. Technology-neutral, and always business-driven, the Dashboard Spy website is the place to go to learn about the latest enterprise dashboard packages. Check out the Dashboard Spy’s latest recommended book, Information Dashboard Design: The Effective Visual Communication of Data.

Beer Marketing Dashboard – Raising a glass to enterprise dashboards

Marketing Dashboard:

Here’s a marketing dashboard to whet your whistle for marketing KPI displays especially for the beverage industry.  You know you are a total enterprise dashboard addict when every little thing that you see makes you think of KPIs, portlet layouts and drill-downs. I’m outside having a beer, admiring the glistening drops clinging to the bottle, when I am reminded of a beer marketing dashboard in my collection. I wonder how long it would take me to dig it up. (OK, I know it’s kind of bizarre, but I believe I have the world’s largest collection of enterprise dashboard screenshots – and sometimes it’s hard to locate particular dashboards. I got it – I need a dashboard just to track my dashboards!).

Here is a marketing enterprise dashboard used by a famous beer manufacturer:

Beer Marketing Dashboard Logon

The other screenshots are not in English, but, hey – beer is beer, right? In fact, I suppose if it’s about beer, it should be in german, shouldn’t it? This screenshot of the dashboard shows the top 5 brands. This is a rich client application. By selecting different dropdowns, you can generate a new chart below:

Beer brand dominance

Here is the Customer Brand Tracking section of the enterprise dashboard. Share of market statistics are provided by Neilsen.

Customer Brand KPIs

Got to go. All this enterprise dashboarding is making me thirsty. Cheers!

Homework: Study this great book on using dashboards for marketing: Marketing by the Dashboard Light. Also, if you are on an enterprise dashboard project, do yourself a favor and take a look at this book by Malik: Enterprise Dashboards: Design and Best Practices for IT, the only book on actually implementing enterprise dashboards.

Also, study this excerpt from the above Malik book on common misconceptions on dashboards:

There are certain perceptions about enterprise dashboards that are simply
Dashboards Are for Senior Executives Only (Wrong!)
A commonly prevalent notion is that enterprise dashboards are only for senior
executives to give them an overall view of organizational performance.
Not true! Today’s dashboard technology is designed to make an enterprise
dashboard an effective tool to be deployed at various levels within the organization.
Most companies deploying dashboards have rolled them out to thousands
of members of their workforce. In some cases, organizations initiate by
rolling dashboards out to a small group of people, often the senior executives,
but invariably the vision has been to deploy it organization-wide once
the concept is well tested and proven.
A rule of thumb should be that if anyone in the organization is responsible
for managing $1 million or more per year in direct business or internal
resources, that staff member should be provided with an appropriate dashboard
to help increase productivity. The math is simple: If the dashboard
improves productivity and revenue for a 1% gain, then the return is at a minimum
$10,000 per year for the individual. An enterprise-wide deployment
and support of dashboards should cost a fraction of this, and hence have a
strong ROI.  

So what or who is The Dashboard Spy? As his about page states, The Dashboard Spy is just a guy interested in the design of enterprise dashboards. He could not find any executive dashboard design source books (or even screenshots of real business dashboards) and so set about creating his own. Finally convinced to post his extensive collection of dashboard screenshots online, he was amazed to find how popular it has become. If you have a nice screenshot of a digital dashboard, balanced scorecard, or any business intelligence graphic to share, please send an email to info _at_ Also check out The Dashboard Spy’s favorite books on business dashboards.