Spring 2024

Marketing Analytics Dashboard

Examples of marketing dashboards.

PROJECT CONTEXT

Good News from Finland website is part of Business Finland’s international marketing ecosystem. Until early 2025, website and marketing performance was reported through monthly PowerPoint decks produced by an external agency. Reports arrived two to three weeks after month-end and offered limited value: data was static and in-house marketing team had little visibility into real-time performance. Outsourced reporting involved additional hours for in-house analysis and recommendations for content and social media managers.

To support agile editorial planning, social media operations and strategic paid marketing, the team needed to shift from static and resource-heavy reporting to a unified analytics environment with real-time insights and efficient internal workflows.

CHALLENGE

PowerPoint monthly reporting model slowed down operations and created strategic friction:

  • Time-consuming: Reports consumed paid agency hours and involved additional in-house work of one and half working days each month.
  • Delayed insights: Stale data restricted quick reactions to performance shifts and content trends.
  • Fragmented data view: GA4, GSC and Google Ads data lived in separate reporting platforms.
  • Limited value for day-to-day work: Editors and social media managers lacked visibility into real-time shifts in content performance and audience behaviour.
  • Agency dependency: Reporting was external, static and resource-heavy.

To reduce operational inefficiency and enhance data-based decision-making, an integrated reporting system delivering real-time insights was needed.

MY ROLE

  • Designed the full structure, UX and reporting framework for a multi-source Looker Studio dashboard.
  • Integrated GA4, GSC and Google Ads directly into Looker Studio.
  • Built all pages independently, including data modelling (calculated fields, properties, filters) and data blending.
  • Followed Prototype-Test-Refine cycle with editors and managers.
  • Integrated the dashboard into Business Finland’s enterprise Power BI environment.
  • Created workflows and training for internal users.
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APPROACH AND SOLUTION

The dashboard became a unified analytics environment used internally by content editors, social media managers and leadership. The first stable version was launched in March 2025, with continuous expansion and optimisation during the year.

Development stages:

Phase 1: Core functionality (February-March)

  • Live performance
  • Monthly performance
  • Performance over time
  • Target markets
  • Traffic analysis
  • Landing pages
  • SEO

Phase 2: Behaviour & quality insights (May-June)

  • User intent (Why | What | How)
  • AI-driven traffic

Phase 3: Paid marketing integration (August)

  • Google Ads reporting with campaign performance, trends over time and conversion insights.

RESULTS & IMPACT

The dashboard replaced agency reporting entirely and transformed operational efficiency:

    • 83% reduction in reporting time: From 1.5 working days to 2 hours per month.
    • Reporting brought fully in-house: Direct cost and time savings.
    • 36% increase in organic engaged sessions after implementing data-based SEO improvements.
    • Uplift in average search position by 8 points through faster SEO diagnostics.
    • Shorter editorial cycles due to real-time performance data.
    • More effective paid campaigns due to content performance, budget and audience insights.
    • Faster reaction to bots, anomalies and traffic spikes.
    • Greater internal transparency enabling editors, content creators and managers to access data directly.
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