The story

A couple of months ago (even feels much much farther) I won the Sweetspot Digital Dashboard Design Contest: D3C 2014. It was really unexpected; in first place it wasn’t my intention to compete (it looked too  sophisticated for me), but a friend encouraged me so much that I joined the competition the last contest day and I draw the dashboard the night before.

Dashboard Digital Marketing Strategy

I was traveling when I designed the digital dashboard, so I made it simple: paper, pen and some markers but I didn’t know what kind of dashboard or which metrics or KPIs would be shown. So I thought in it as it was a real dashboard for one of my clients; and then, things get really easy: I had that moment of inspiration that everyone has 0nce in a while.

Two things where key of the success: first, I knew the outcomes I needed. And second, I had to draw it by hand in a piece of paper; so I wasn’t distracted by how get the data, or tempted to show a wide range of deeper metrics: the paper made me focus in make things simple.

So I started drawing that mockup, first in a notepad but it was too small; then, I took the largest paper I had (the reverse of a train ticket booking I printed for the trip – luckily I’m not so online yet, I still print that sort of things!) and sketched what you see in the picture, I took a photo with my smartphone and sent it by mail with a few words of explanation (very few words, a it was really late and I was really tired).


The Dashboard

marketing online media dashboard  - Guiometrics


My dashboard aim is that just takes a look to know how are you media strategy performing. A general picture where you can detect if something is going worse or better than expected, and then, go deeper to find out what happened.

The dashboard gives a general view of how the 3 types of medium: owned (blog, social media, SEO, email), paid (SEM) and earned (referrals) perform in acquisition (traffic) and conversion (goals).

Each table shows best 3 ranked by visits and conversions and 3 metrics for each one: visits, bounce rate and conversions. For the 3 bests posts, campaigns, emails… visits tells us if its quantitative important; bounce rate tells us about its quality and conversions or goals if it is effective.

To give context, a column shows for each metric an up or down arrow related to previous period.

Also there is a general view of conversion and traffic and bounce rate, so we have a reference, at the top of the dashboard.

Not the genius you expected? I know, my dashboard is more about being useful for business than cool.

I’m sure, you could do that too, if you try; so, ¡try!


I want to thank Sweetspot and the jury: Stephane Hammel, Steve Jackson, Judah Phillips, Peter O’Neill and Sergio Maldonado for that challenge ¡thank you very much!