The Dashboard Spy

May 9, 2006

Marketing Dashboard Screenshots – tracking sales revenue, cost per sale, marketing expenses

Filed under: Dashboard Screenshots — dashboardspy @ 9:08 am

When we last looked at the enterprise dashboards in the demo area and gallery at Dundas, we complimented the  design sense behind the dashboards. The marketing director wrote back with praise and pride about his team of designers. Here we look at more of their gorgeous work – their marketing dashboard demo. It's an interactive demo, so you should visit the site to try out the dropdowns and such, but here are a couple of dashboard screenshots.

This enterprise dashboard for the marketing team starts off with a summary page. Reporting period and products are selected via dropdown boxes. The featured chart is a funnel that tracks the stages of a sale – website vist, evaluation download, valid contacts, qualified leads, quotes and closes. The chart on the right shows Revenue vs. Marketing Cost. The KPIs shown by the guage controls are cost per sale, sales per download, revenue per sale and profit per sale.

Executive Dashboard

Here is the marketing costs tab which is a dashboard that tracks marketing expenses such as magazine ads, web banner advertising, trade shows, direct mail, etc.

Marketing Enterprise Dashboards

This is the Web Banners tab.

KPI scorecard

This is the dashboard focusing on the website:

business dashboard

Homework: Tracking the success of marketing efforts is difficult. Beyond the cost of the various efforts, there is the challenge of how to measure success. An enterprise dashboard is perfect for such a project. Learn more about marketing metrics by browsing through these books on marketing KPIs. In particular, flip through the free preview of this book: Marketing Metrics: 50+ Metrics Every Executive Should Master. As the review states: "The authors show how to use a “dashboard” of metrics to view market dynamics from multiple perspectives, to maximize accuracy, and to “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For clarity and simplicity, this book avoids advanced math: all calculations can be performed by hand, or with basic spreadsheet techniques.Marketers now recognize the importance of metrics, but few understand the breadth, depth, or power of the metrics now available to them. In Marketing Metrics, four leading researchers and consultants systematically introduce today’s most valuable marketing metrics, showing exactly how to use them to maximize marketing ROI and identify the best new opportunities for profit."

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.


  1. Another great book on Marketing Metrics and Dashboards.

    "Marketing by The Dashboard Light" by Pat LaPointe

    Thanks for the tip on this book, Tom. I've included the editorial blurb from amazon. Cheers, The Dashboard Spy.

    Book Description
    A marketing dashboard can be your catalyst for success and credibility. But where do you start? What do you include? And how do you ensure that the marketing dashboard will add to marketing’s accountability?

    Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments gives you insight into planning, design, construction and implementation of an effective marketing dashboard. And for those who already have one, Marketing by the Dashboard Light gives you the information you need to help retool and focus your dashboard for maximum effect.

    Marketing by the Dashboard Light features insight interviews with CMO’s from Fortune 100 companies including:

    Charles Schwab
    McDonald’s Corporation
    Hewlett Packard
    Home Depot
    Pitney Bowes
    Dow Corning
    General Electric

    and many others.

    Comment by Thomas Gonzalez — May 11, 2006 @ 9:27 pm

  2. That looks like some great software.

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