Dashboards
executives actually read

Most BI falls into two traps: too many screens nobody opens, or pretty charts with no decision behind them. We build three tiers of reporting — exec narrative, operational, diagnostic — each sized for a specific reader and a specific decision.

See capabilities Scope a BI build
Executive dashboard mock with KPI cards, revenue chart and cohort heatmap dashboard.exec q3 · live tier 1 · 5 north-star numbers ARR · Q3 $18.2M +26% YoY · target $17.8M NRR 118% expansion − churn CAC payback 16 mo target ≤ 14 Monthly revenue net new expansion Cohort retention Attribution · Q3 Organic · 38% Paid · 22% Direct · 30% Referral · 10%

CAPABILITIES

Six surfaces under one BI contract

Dashboards, exec reporting, attribution, event tracking, pipelines and decision-ready reports. Built together so the numbers lineage is traceable end to end.

01

KPI dashboards

Three-tier dashboards: exec narrative, operational, diagnostic. Each built for the reader, not the tool.

02

Executive reporting

Weekly metric dispatch, monthly ops letter, quarterly board memo. Numbers with context, not Looker screenshots.

03

Attribution

Marketing → revenue with assumption-visible models. MTA, data-driven, marketing-mix modelling where it fits.

04

Event tracking

Schema-first instrumentation, lineage metadata, quality alerts. The warehouse knows where every number came from.

05

Data pipelines

ELT with dbt, incremental models, freshness contracts. Dashboards lag the source by minutes, not days.

06

Decision-ready reporting

Reports end with an action, not a graph. Every metric has an owner, a threshold and a decision trigger.

DASHBOARD TIERS

Three tiers, each built for a specific reader

Every BI engagement ends with three distinct tiers of reporting. The exec tier stays small, narrative and infrequent. The operational tier is the daily hub. The diagnostic tier is drill-down territory for the analyst team.

Tier 1 · Exec

Audience

CEO · Board

Metrics

5–7 North-star numbers

Cadence

Weekly email + live page

Tier 2 · Operational

Audience

Dept. leads

Metrics

Funnel · cohorts · SLO

Cadence

Daily live · weekly review

Tier 3 · Diagnostic

Audience

Analyst · IC

Metrics

Drill-down · raw tables

Cadence

On-demand · self-serve

Tracking first

Clean BI needs clean events upstream. The growth analytics discipline carries the event schema and attribution layer that BI depends on.

Open growth analytics ↗

STACK

Warehouse · pipelines · BI · observability

The four lanes every BI practice runs on. Substitutions driven by existing commitments; we won't re-platform a warehouse unless the business case demands it.

Warehouse

  • BigQuery · Snowflake · Redshift
  • Postgres + TimescaleDB
  • ClickHouse · Tinybird

Pipelines

  • dbt core / cloud
  • Fivetran · Airbyte · Meltano
  • Reverse ETL (Hightouch)
  • Dagster · Airflow

BI tools

  • Looker · Metabase
  • Superset · Lightdash
  • Tableau · Power BI
  • Retool for ops

Observability

  • Monte Carlo · Elementary
  • Great Expectations · Soda
  • Data-lineage probes
  • Freshness SLOs

Adjacent disciplines

Where BI connects

Upstream

Growth Analytics & SEO/GEO

Event instrumentation, attribution models and funnel metrics feeding the BI layer.

 Foundation

Data Engineering

Lakehouse, pipelines, lineage and quality checks that the dashboards depend on.

 Revenue

CRM & Revenue Operations

Pipeline and retention shape behind most board-facing metrics.

 Strategy

Product Strategy

Bets ledger and strategy frame the BI feedback loop serves.
Measure · narrate · decide

Numbers with narrative, not charts without answers

Share the current data stack, the questions the board actually asks and the decisions stuck without evidence. We come back with a dashboard tiering plan, warehouse schema draft and rollout calendar inside ten working days.

Start a BI engagementOr open data engineering