Portfolio laboratory

Marketing dashboards

KPI systems designed around decisions, not decoration: acquisition, conversion, efficiency and value.

All datasets and commercial scenarios on this page are synthetic and created for portfolio demonstration.

Choose a case.

Each case includes the business question, source structure, working method, selected code or decision logic, measured result, recommendation and limitations.

Synthetic dashboardDashboard design

Paid media ROI command centre

Where should the next £10,000 of budget move?

An executive-first marketing view that links spend to conversion and revenue, while keeping diagnostic channel metrics one level deeper.

2.66x: blended ROAS
3.37x: best channel ROAS
1.14x: weakest channel ROAS

View full case study

Synthetic dashboardMarketing funnel

Event acquisition & member conversion

Which promotion fills the room and grows the community?

A student-society marketing dashboard that traces awareness through attendance to membership and exposes channel efficiency.

80.0%: show-up rate
20.5%: attendee-to-member
£2.33: cost per member

View full case study

Case 01

Synthetic dashboard240 campaign-month recordsDashboard design · ROAS · CAC · Funnel metrics

Paid media ROI command centre

Where should the next £10,000 of budget move?

An executive-first marketing view that links spend to conversion and revenue, while keeping diagnostic channel metrics one level deeper.

Download dataset

2.66x: blended ROAS
3.37x: best channel ROAS
1.14x: weakest channel ROAS

Business context

A marketing lead needs a budget decision, not another traffic report. The dashboard therefore starts with spend, revenue, ROAS and acquisition efficiency, then allows channel diagnosis.

Questions tested

Which channels return the most revenue for each pound spent?
Does the result come from scale, conversion efficiency or order value?
Where should the next £10,000 be tested rather than automatically moved?

Working method

From raw information to a decision.

01
Defined one metric dictionary for impressions, clicks, conversions, spend, revenue, CAC and ROAS.
02
Recalculated ratio metrics from totals instead of averaging campaign ratios.
03
Designed an executive overview with channel and campaign drill-down.
04
Added explicit test and stop conditions to the budget recommendation.

Dataset

Visible grain, fields and sample.

month / campaignReporting grain

impressions / clicksMedia delivery and response

spend_gbpAttributed media cost

conversionsTracked commercial actions

revenue_gbpAttributed revenue

roasRevenue divided by spend

Month	Channel	Campaign	Spend	Conversions	Revenue	ROAS
Jan 2025	Paid Search	PAI-1	£2,948	50	£8,436	2.86x
Jan 2025	Paid Search	PAI-2	£2,267	220	£6,162	2.72x
Jan 2025	Paid Search	PAI-3	£5,551	308	£17,725	3.19x

Preview shows three records; the complete synthetic dataset is available above.

Selected workingKPI logic

Blended ROAS = SUM(revenue_gbp) / SUM(spend_gbp)
CAC          = SUM(spend_gbp) / SUM(conversions)
CTR          = SUM(clicks) / SUM(impressions)
CVR          = SUM(conversions) / SUM(clicks)

Budget test rule:
1. Move 10% of Display spend into Affiliate and Paid Search tests.
2. Hold audience, offer and attribution window constant.
3. Scale only if marginal ROAS stays above 2.5x and CAC stays in range.

Result

Affiliate3.37x

Paid Search2.88x

LinkedIn2.22x

Paid Social1.87x

Display1.14x

£825,225 of synthetic media spend returned a blended 2.66x ROAS.
Affiliate led at 3.37x; Display trailed at 1.14x.
The gap is large enough to justify a controlled reallocation test, but not to assume the next pound will perform like the average pound.

Recommendation

Shift 10% of Display budget into incremental Affiliate and Paid Search tests. Review marginal ROAS, CAC and conversion quality after two cycles before scaling further.

Limits & next evidence

Attributed revenue is not incrementality or profit. A live decision needs gross margin, assisted conversions, attribution sensitivity and saturation analysis.

Case 02

Synthetic dashboard8 events · 6 acquisition sourcesMarketing funnel · Event analytics · Conversion · Budget efficiency

Event acquisition & member conversion

Which promotion fills the room and grows the community?

A student-society marketing dashboard that traces awareness through attendance to membership and exposes channel efficiency.

Download dataset

80.0%: show-up rate
20.5%: attendee-to-member
£2.33: cost per member

Business context

A student society wants to grow membership while running a full event calendar. The dashboard connects promotion to sign-up, attendance and membership—not just reach.

Questions tested

Which sources generate attendees rather than vanity awareness?
Where does the funnel lose the greatest share of people?
Which channels produce member conversion efficiently?

Working method

From raw information to a decision.

01
Structured eight events by six acquisition sources at a consistent source-event grain.
02
Calculated landing, sign-up, show-up and attendee-to-member conversion from summed counts.
03
Separated zero-cost community channels from paid acquisition to avoid misleading cost ratios.
04
Designed event and source filters so a committee can diagnose both programme and channel performance.

Dataset

Visible grain, fields and sample.

event / sourceDashboard analysis grain

awarenessEstimated source reach

landing_page_visitsRecorded interest

signups / attendeesIntent and actual turnout

member_conversionsNew members attributed

acquisition_spend_gbpDirect promotional spend

Event	Source	Awareness	Visits	Sign-ups	Attendees	Members
Welcome Social	Instagram	1,430	74	33	30	3
Welcome Social	WhatsApp	3,939	452	113	96	23
Welcome Social	Email	2,092	291	117	86	17

Preview shows three records; the complete synthetic dataset is available above.

Selected workingKPI logic

Show-up rate          = SUM(attendees) / SUM(signups)
Member conversion     = SUM(member_conversions) / SUM(attendees)
Cost per member       = SUM(acquisition_spend_gbp)
                        / SUM(member_conversions)
Capacity utilisation  = total unique attendees / event capacity

Decision view:
source → sign-up quality → show-up → member conversion → cost

Result

Instagram24.8%

Campus Poster24.4%

Referral21.4%

WhatsApp20.4%

Society Fair18.3%

Email17.8%

The programme produced an 80.0% show-up rate and 20.5% attendee-to-member conversion.
Instagram had the strongest member conversion at 24.8%, closely followed by Campus Poster at 24.4%.
Average direct acquisition spend was £2.33 per converted member.

Recommendation

Keep community channels for low-cost reach, but allocate paid effort by member conversion and event capacity. Use source-tagged links and de-duplicated attendance in the next cycle.

Limits & next evidence

The synthetic dataset does not de-duplicate people across sources or measure retention after joining. Live measurement needs privacy-safe member IDs and cohort retention.